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HindustanTimes Fri,24 Oct 2014

Sir Richard Branson's first Virgin Hotel to open in Chicago

AFP   April 04, 2014
First Published: 16:02 IST(4/4/2014) | Last Updated: 16:09 IST(4/4/2014)

After planes, trains and spaceships, business and media mogul Sir Richard Branson has revealed new details on his latest travel-related venture: Virgin Hotels.

According to information outlined in a new infographic released from Virgin, the inaugural Virgin Hotel is slated to open in Chicago's central business district, The Loop, and feature 210 rooms, 38 suites, and 2 'Rock Star' rooms.

And in line with the brand's overall branding strategy, Virgin Hotels will target a creative, high-income audience by pitching a "sophisticated hotel experience."

Other specs for the hotel include a rooftop lounge, the Boheme, two restaurants, a coffee and wine bar; gym, yoga and relaxation center; business area, theater and dance floor.

The hotel takes over the 27-storey landmark Old Dearborn Bank Building and is expected to open in September.

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Target markets for the development of Virgin Hotels include major global cities around the world including New York, Los Angeles, London, Paris, Madrid and Sao Paulo.

Expect the hotel brand to represent Branson's signature flashy, brash style: audacious and innovative.

Branson has also expressed interest in moving his Virgin brand into the cruise industry, telling German business daily Handelsblatt that he's already in negotiations with shipyards in Italy and Germany.


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