Interview: Virgin Hotels CEO on Why He’s in the Entertainment Business

About 40 percent of guests at the year-old Virgin Chicago are Millennials, and 60 percent of this group are female travelers. Like the parent Virgin brand, the hotel group focuses on creating a spirit of inclusivity and and incorporating evolving consumer trends among these Gen Yers, but not to the point where that disenfranchises older generations. Finding that balance is tricky, but having Richard Branson's lifestyle brand on the front of the hotel helps. At least that's what the hotel company is banking on, in part. Raul Leal, CEO of Virgin Hotels, says the key to success in hospitality today is about developing a loyal and like-minded audience across all age groups, who share values about who they are and how they want to live their lives. Meaning, for the lifestyle hotel sector to avoid becoming a commodity like the big legacy brands, hospitality professionals need to find a way to engage their customers on a more nuanced and personal level that speaks to thei