Virgin Atlantic to Manage Virgin Hotels UK Sales

A relationship between Virgin Atlantic and Virgin Hotels has been established, with the airline managing the hotel chain’s commercial sales efforts in the UK.

Through the deal, Virgin Hotels will have access to a specialized sales team directed by Lee Haslett, vice president of global sales for Virgin Atlantic.

The goal is to increase Virgin Hotels’ footprint in key international markets like the Middle East, Africa, and the Asia Pacific region as well as in the UK.

Additionally, a dedicated Virgin Hotels sales director who would answer to Haslett will be hired to oversee trade sales.

In order to “ensure agents can sell confidence in the market,” the alliance will provide the trade with Virgin Hotels-related content and enhance the booking process.

Flights and hotels will be able to be combined by agents, and a trade incentive program will be implemented that is in line with the Virgin Atlantic program and rewards agents for hotel reservations.

Haslett declared: “We are pleased to announce this new partnership with Virgin Hotels, leveraging the power of our brand and offering unique benefits to our trade partners and our mutual customers.

“Virgin Hotels is creating excitement in the UK market, and by having the expertise of a dedicated Virgin Hotels team, combined with the established trade reach of Virgin Atlantic will mean we are able to maximise our trade and customer opportunities.”

Virgin Hotels’ global sales vice-president, Maya Latinovic added: “Our trade partners and consumers at the heart of this partnership already view the Virgin Atlantic and the Virgin Hotels brand as one.

“Offering a one-stop experience in the UK is essential to the growth of Virgin Hotels and Virgin Atlantic abroad and will provide tremendous benefits.

“Virgin Atlantic has cemented an exceptional reputation with trade in the UK and will further elevate Virgin Hotels’ efforts while increasing awareness on our collection of luxury lifestyle hotels.”

Six hotels are currently included in the portfolio: the Virgin Hotels Chicago, Dallas, and Nashville as well as the recently opened Virgin Hotels New Orleans, Las Vegas, and Edinburgh.

Glasgow and New York City properties are slated to debut in 2022, with Miami following in 2025.