Interview: Behind the Long-Awaited Opening of Virgin's First Hotel
Photo Credit: Raul Leal, CEO of Virgin Hotels, smiles for a selfie in Chicago. Virgin Hotels
Skift Take
By focusing on the individual business traveler—especially female—with innovative room product and social F&B programming and design, Virgin Hotels Chicago is a business hotel that doesn't feel like a business hotel.
"Some elements of the hotel industry still profess to wonder what women travelers want. By examining industry professionals’ view on this question, this review serves as a starting point for managers who want to address the needs of women business travelers by focusing on emotional outcomes, rather than just looking at specific amenities or property attributes.... Although the question of what women want has sometimes proven elusive, women business travelers have begun to define the hotel experience with a clear and consistent message about the need to feel safe, comfortable, empowered, and pampered."
Except, Ms. Brownell forgot to mention in her summary that, according to many other reports, women also like to have fun, which is where Virgin Group tends to often excel, especially for business people. Virgin Hotels Chicago is anticipated to have a 70% corporate guest ratio during the week and 50% on weekends, but it doesn't feel like a business travel experience because of the fun-loving Virgin vibe. Sir Richard & Co. are promoting that as a market differentiator among all of the other business hotels in downtown Chicago. In addition, the hotel product and guest experience are designed to deliver Brownwell's suggested totality of "emotional outcomes" in a safe, comfortable, empowering and pampered environment. Since the Chica