How Hilton Helps Virgin Hotels Get a Foothold in Las Vegas
Photo Credit: Virgin Hotels isn't abandoning plans to be a competing, independent lifestyle brand. But a Hilton partnership helps the company gain customers in Las Vegas. Virgin Hotels
Skift Take
The branded-is-better argument between major hotel companies and smaller, boutique brands heated up during the pandemic. If a hip brand like Virgin Hotels sees some merit in at least an occasional branded partnership, the global giants clearly have a winning argument at the negotiating table.
Virgin Hotels tapped into a one-off branding deal with Hilton for its latest property in Las Vegas. It's an unexpected arrangement for the brand that launched in 2010 — and didn’t open a hotel until five years later — with the intention of disrupting the hotel industry and its biggest operators.
The Virgin brand isn’t abandoning plans for disruption or cool factor, but a selective link-up with a company like Hilton and its Curio Collection soft brand can help fuel growth, Virgin’s new top boss says.
“There is value in the bigger chain and distribution, but I also know from firsthand experience there is great value and great market penetration available for smaller companies that are crystal clear on their positioning, their target audience, and really effective on the execution side,” said James Bermingham, who became CEO of Virgin Hotels in March following more than 35 years in the industry at companies like Mont
