Virgin Hotels has appointed James Bermingham as its new CEO after Raul Leal stepped down in January.

“We are thrilled to welcome James into the Virgin Hotels family,” says founder Richard Branson. “For over a decade, we have been devoted to providing unforgettable experiences for our guests, and I can think of no one better than James to spearhead this effort as we continue to grow the brand on a global scale.”

Bermingham joins the group following nearly two decades with Montage International, where he oversaw all aspects of operations for the Montage and Pendry Hotel brands’ seven properties as Executive Vice President. At Virgin Hotels, he will be responsible for delivering the company’s global growth pipeline.

“I have long admired Virgin Hotels’ ability to seamlessly blend smart and innovative design with elevated service and – maybe most importantly – fun,” says Bermingham. “Watching the brand grow into itself as a reliable haven for both leisure and business travellers without sacrificing its inherent ‘cool factor’ has been exciting, to say the least, and I’m really looking forward to joining such a dynamic team.”

Bermingham assumes his new role at a time when Virgin Hotels is experiencing its strongest growth period to date. In 2021, the brand plans for three coast-to-coast openings in Las Vegas, New Orleans and New York City, while already operating hotels in Chicago, Dallas and Nashville. Properties in Miami and Edinburgh are also in development, with additional opportunities being pursued in Philadelphia, Glasgow, Cannes and Ibiza.

Peter Norris, Chairman of Virgin Hotels, comments: “James’ appointment comes at an exciting time of accelerating growth for us. His decades of industry experience and acute global expertise will be a true asset for the brand as we push to expand our footprint both domestically and internationally.”