NASHVILLE, Tennessee — The Virgin brand built itself around an adventurous spirit, and Global Head of Sales, Revenue & Distribution for Virgin Hotels Jeff Borman said that will continue to be the selling point for the hotel portion of the business.
Virgin Hotels are enjoying a strong summer travel season in major markets, but it's the off-the-beaten-path destinations that are really moving the needle, Borman said on the latest episode of the "CoStar News Hotels" podcast recorded at the Hotel Data Conference.
Borman explained that his company thrives by leaning in to being different.
"We're having a decent summer, slightly better-than-expected summer. [But the Virgin Limited Edition] portfolio, the one that gets less talk, is having a great summer. These are nine really cool boutique properties — a private island, a couple safaris. These ... are doing well in far-flung places. The K-shaped economy that we're hearing about is eroding, but the top of that K — they come to the Virgin Limited Edition."
The Virgin Hotels Collection includes seven hotels open globally, most in U.S. city-center locations like New York City, Nashville, New Orleans and Las Vegas. Nine Virgin Limited Edition properties are also in the collection and include founder Richard Branson's Necker Island, The Lodge in Verbier, Switzerland, and The Branson Beach Estate in British Virgin Islands, among other locales.
Stateside, Virgin Hotels in Atlanta and Denver are under construction.
For more from our interview with Virgin Hotels' Jeff Borman, watch the video above or listen to the audio-only podcast version.