Luxury side lock up Apr 2024
Luxury side lock up Apr 2024


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Virgin Hotels to open its first London property on 1 August, 2024

Virgin Hotels, the luxury lifestyle hospitality brand by Sir Richard Branson’s Virgin Group, has announced it will open Virgin Hotels London-Shoreditch.

Virgin Hotels, the luxury lifestyle hospitality brand by Sir Richard Branson’s Virgin Group, has announced it will open Virgin Hotels London-Shoreditch.

Virgin Hotels London-Shoreditch will become the eighth Virgin Hotels location, bringing the brand home to its birthplace and where it all started for Sir Richard and the Virgin Group.  The 120-key hotel is located at 45 Curtain Road in Shoreditch in London’s East End.  

It will become the 17th property for the wider Virgin Hotels Collection, having just announced a new property in Kenya and following the successful launches of Virgin Hotels Edinburgh and Virgin Hotels New York in 2023.  Its seven other luxury lifestyle hotels are also located in popular urban locations across key cities in the US and UK.

The hotel will form part of a long-term agreement between Virgin Hotels and Reuben Brothers – global leaders in real estate investment and development. It will bring Virgin’s trademark and personalised hotel experience to the vibrant London neighbourhood of Shoreditch, known for its tech, fashion, culture and creative arts scene.

BiBo Restaurant.

“We’re all absolutely delighted that Virgin Hotels Collection will be opening a Virgin hotel in London,” said Sir Richard Branson, Founder of the Virgin Group. 

“Since the inception of Virgin Hotels, we’ve had our sights set on London – a place that so many of our customers either call home, or name as one of their favourite destinations – and of course where Virgin’s story started.”

“At Virgin, we’ve been disrupting the travel industry for more than 40 years, from land to air to sea – even to space. Our success comes from identifying where we can make a difference.

“Virgin Atlantic customers have always said to me that we give them a wonderful experience in the sky, but they don’t have the same Virgin experience when they land.  Well, we’ve sorted that in Las Vegas, New York, Edinburgh and now London too.”

Bathroom at Virgin Hotels London-Shoreditch.

The hotel will open on 1 August 2024, which will mark the start of a gradual transformation to transition the hotel fully to be a Virgin hotel. 

Virgin Hotels London-Shoreditch will feature a Spanish restaurant BiBo in association with world-famous chef, Dani Garcia, a rooftop bar, pool, restaurant, private members club, gym, and treatment rooms.  

“This year will mark 10 years of Virgin Hotels and what a way to start the early celebrations as we announce our newest hotel in one of the world’s most famous cities,” said James Bermingham, CEO of Virgin Hotels Collection.


“We are all truly delighted Shoreditch, London will be home to the next location for Virgin Hotels and what an extraordinary one it will be.  We pride ourselves in having hotels in the very best locations across our key cities and Virgin Hotels London-Shoreditch will be in the epicentre of one of London’s most cultured, and creative areas.

The announcement of a London hotel will see Virgin Hotels’ The Know loyalty programme and Virgin Red, the rewards club from Virgin, have a home in London for their members to stay and earn Virgin Points, with more details to be made public later this year.

Bookings at Virgin Hotels London-Shoreditch will open in early July for reservations starting 1 August 2024. 

Meanwhile, in the group’s local airline news, Virgin Australia’s Chief Strategy and Transformation Officer Alistair Hartley recently updated its travel agency partners and corporate customers, saying the carrier would continue focusing on rebuilding its domestic and short-haul international business.