I can never replace him, but maybe I can stand in for him from time to time.Virgin Hotels Las Vegas has named a new CEO, James Bermingham. On our first Zoom meeting, he turned to a board member and asked if I was hired because I could look like his little brother. Is the profile similarity with Sir Richard an asset?įor years, I was told that I reminded people of Conan O’ Brian or Robert Redford, but when I grew a beard four years ago, the Branson reference became the norm. But it has to work for all stakeholders, guests, meeting planners, staff and owners. It might be slower growth in the short term and accelerated growth later. I am more focused on quality than quantity. All growth has to be accretive to the Virgin brand and the experience. We don’t want to grow for the sake of growth. Next is New Orleans and New York City before going to Glasgow. Virgin hotels are now in Chicago, Nashville, Dallas and as of March, Las Vegas. Is the plan still 20 hotels in 10 years? Virgin Hotels Las Vegas To assist with the rebound of the meeting planner community, we have been offering additional commission incentives of 12 percent on confirmed business in 20, if booked and confirmed this year. To do otherwise drives attendees crazy, which drives meeting planners crazy. Minibars will be close to street pricing. You may pay a premium rate, but there will not be a resort fee or an amenity fee or a charge for Wi-Fi. Since entertainment is a core focus, it is easy to create great play opportunities.įrom the beginning, Sir Richard didn’t want to nickel and dime people. Meetings at Virgin properties will always be fun yet practical experiences. The types of meetings that will be coming forward will be smaller in size. We can be highly customized and personalized and deliver the level of service we are known for. of meeting space, small meetings of 20-200 are our sweet spot. With the exception of Virgin Hotel Las Vegas, which we partnered with Curio to open with 130,000 sq. What will late-pandemic-era meetings look like? It’s like we were way ahead in planning for a Covid environment. Having knowledge prearrival makes possible touchless registration, keyless entry, smartphone as television and in-room light remote control. It has evolved from asking about preferred bedding and minibar items to safety. One example is Lucy, the app that allows guests to share their preferences. The protocols we have in place position us well to exceed those expectations. Before, it meant luxurious elements, but now there is also an elevated focus on safety. Comfort now has a whole new meaning today. It started with welcoming leisure travelers back, with a commitment to comfort and well-being. Our industry has been preparing for meeting guests to come back for the last 12 months. There is inclusive flavor to everything we do. This is a company that was born and raised in Europe and has an international sensibility. I want to build on what they have already done. My role is to give people resources to keep doing what they are doing well. I wanted to understand what they are doing differently. I made a conscious effort to unlearn everything when I walked across the Virgin threshold. Meeting planners have always been near and dear to my heart, and we want to make them look like superstars. I loved my time at Montage and worked hard at Pendry Hotels to create what we saw as the future of luxury. See also: Virgin Hotels Las Vegas: A Cool Gift Wrapped in Fancy Paper The result is a combination of the strength of the brand, personality and purpose. Virgin became a standout in luxury lifestyle. I was a huge fan of how the team translated the Virgin brand into the hotel space. I watched at close range as Sir Richard disrupted industry after industry. Regis Houston and Montage Laguna Beach in Californiaīackground: Born in Dublin, Ireland now a resident of Miami, Florida In March, you took the reins from Raul Leal to lead Virgin Hotels. Previous roles in executive positions at Sheraton Hotels and Resorts, and as general manager for The St. Former role: Executive vice president of operations for Montage International.
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