Sir Richard Branson's Virgin Group has now marked its entry into the luxury hotels business by launching Virgin Hotels.
They have plans to launch a new four-star 'lifestyle hotel' brand by investing as much as $500 million over the next three years. Under the new project, the group will operate up to 25 hotels within seven years. An excerpt from the Virgin Hotels website reads…
Our aim to re-define the customer journey from pre-arrival to check-out is built on extensive customer research. Our valuable target audience includes the high income, well-educated (thats me out then
), metropolitan creative class.
The first such hotel is being said to open within 18 months and will have 150 to 400 guest rooms, restaurants and communal public spaces. Initially, they will target cities in North America - New York, San Francisco, Miami, Los Angeles, Boston and Washington DC.