Luxury lifestyle brand Virgin Hotels is preparing to launch in London later this year.
Virgin Hotels London-Shoreditch is expected to open in August in the city’s trendy Shoreditch area. The 120-room hotel will be the brand’s eighth hotel. Some might say the move is a long time coming: London is the birthplace of Sir Richard Branson’s wider Virgin Group, which includes subsidiaries such as Virgin Hotels and Virgin Atlantic.
“We are all really excited that Virgin Hotels Collection is opening a Virgin hotel in London,” Branson said in a statement. “Since founding Virgin Hotels, we’ve set our sights on London; a place that so many of our customers call home or name as one of their favorite destinations — and of course where the story of Virgin begins.”
The upcoming hotel is actually a conversion of the existing Mondrian London Shoreditch, which is part of Accor’s Ennismore lifestyle arm. Mondrian’s Spanish restaurant, BiBo Shoreditch, will continue to operate from new premises in association with Virgin Hotels. Furthermore, guests will have access to a rooftop bar, swimming pool, private members club, gym and treatment rooms. The company’s press release notes that the rebranding in August will mark the beginning of a “gradual transition” to a complete Virgin Hotels atmosphere.
The London expansion also brings benefits to members of Virgin Hotels’ The Know loyalty program as well red virgin a hotel to earn and redeem points. More details about the loyalty relationship are expected later this year.
While the company may have found a desirable London location for Virgin Hotels, the brand already has a presence in the UK with a hotel in Edinburgh, Scotland. The brand also has a significant presence in the US in cities such as Chicago, New York City And New Orleans.
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While it may be Virgin Hotels’ eighth location, Virgin Hotels London-Shoreditch will be the 17th property in the wider Virgin Hotels Collection, which includes Virgin Hotels and Virgin Limited Edition – a collection of properties One-of-a-kind resorts like Necker Island in the Caribbean and Kasbah Tamadot in Morocco.
James Bermingham, CEO of Virgin Hotels Collection, said: “This year will mark 10 years of Virgin Hotels and is a way to get the celebrations started early as we unveil our newest hotel in one of the most famous cities in the world.
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Editor’s disclaimer: The opinions expressed here are the author’s alone, not those of any bank, credit card issuer, airline or chain hotel and has not been reviewed, approved or otherwise endorsed by any of these entities.
