Interview: Behind the Long-Awaited Opening of Virgin’s First Hotel

The highly anticipated Virgin Hotels Chicago finally opened last week inside a 1928 office building designed by architects who specialized in building the grand theaters of the era. Numerous delays made it more anticipated than originally planned. Part of the brand development story behind Virgin Hotels' launch begins with the July 2011 Cornell University Hospitality Report "Creating Value for Women Business Travelers: Focusing on Emotional Outcomes." The paper detailed the rise of the female business traveler, and why hotel companies should consider shifting their guest experiences to address the question of what women want. While no hotel company is going to position itself as a women's hotel brand, the report provided intelligence to inform the foundation of Virgin Hotels and deliver a competitive advantage in the marketplace. Here is what women want, according to Judi Brownell, Ph.D., who authored the Cornell University research report: