Branson's New Venture: Virgin Hotels

Sir Richard Branson is creating yet another Virgin brand on U.S. soil. Virgin Hotels (virginhotels.com) plans to open four-star properties in cities across North America, including New York, San Francisco, Miami, Los Angeles, Boston and Washington, D.C., before launching in other countries worldwide. Within three years, the group wants to acquire 150- to 400-room properties that feature contemporary style, “great functionality” and a signature restaurant in “appealing neighbourhoods.” The hotels’ communal areas will be based on the popular Virgin Clubhouse concept—spaces where guests can work, eat, meet people or unwind.