This morning Virgin Group launched a new website, virginhotels.com which gives a small peak into Sir Richard's long rumored plans to shake up the lodging space. Don't look to book a room just yet - Virgin is still looking for hotels to convert into the Virgin Hotels concept.
Taking a page from Virgin Atlantic Clubhouses, Virgin aims to create "unique spaces where our guests can get some work done, nourish and refresh themselves, meet other interesting people, or just take a break from the hustle and bustle of the city."
Virgin has long operated small, uber-exclusive properties around the world under the Virgin Limited Edition brand but Virgin Hotels aims to bring the Virgin experience to the masses with a four star product in "major urban markets." Those markets just happen to be large markets for Virgin America and Virgin Atlantic.
Virgin lists hotel industry hitters Raul Leal (ex- Desires Hotels) and Paul Whetsell (ex- Interstate Hotels) as leading their efforts as they push into hotels.
Ready to get into bed with Virgin?