(Miami, FL – September 10, 2025) — Virgin Hotels Collection, the lifestyle hospitality group redefining the hotel experience, is pleased to announce the appointment of Jeff Borman as Global Head of Sales, Revenue & Distribution. In this role, Borman will lead sales, revenue management, and distribution strategy across the full Virgin Hotels Collection portfolio, including both Virgin Hotels [1] and Virgin Limited Edition [2].
With more than 25 years of experience in the hospitality industry, Borman brings a wide-ranging background spanning hotel operations, food & beverage, revenue optimization, and digital distribution. For two decades, he held senior leadership roles with Marriott and Hilton across property, regional, and global levels, where he specialized in analytics, pricing science, and inventory management, as well as spearheading eCommerce and third-party distribution strategies. His career has encompassed all segments of hospitality—from limited service and extended stay to boutique and luxury—giving him a holistic perspective on the guest journey and commercial performance.
Most recently, Borman served as Vice President of Revenue Optimization at Ashford Inc., where he oversaw commercial strategies for Ashford Hospitality Trust and Braemar Collection. During his tenure, he drove industry-leading ADR growth and represented the ownership perspective as Chair of the HSMAI Commercial Leadership Board, AHLA, and several Owner Advisory Councils.
“I’m thrilled to join Virgin Hotels Collection at such an exciting stage of growth,” said Borman. Virgin’s innovative approach to hospitality, combined with its storied culture and distinctive design, creates a unique opportunity for travelers. I look forward to helping the collection’s two brands maximize their potential and deliver outstanding guest experiences across all our properties.”
James Bermingham, CEO of Virgin Hotels Collection, added, “Jeff’s track record in sales and revenue leadership, coupled with his passion for hospitality, makes him a perfect fit for Virgin Hotels Collection.As we continue to redefine luxury hospitality and position the Collection for growth, we are confident Jeff will help elevate all our properties—from our vibrant city hotels to our unique private retreats—as premier destinations for both group and individual travelers.”
Beyond his professional expertise, Borman is a passionate traveler who has explored more than 75 countries, 45 U.S. states, and every Major League Baseball park. He is also the co-founder and host of No Show, a travel industry podcast uncovering the inner workings of hospitality and tourism, while advocating for the broader humanitarian benefits of travel.
Borman joins Virgin Hotels Collection at a pivotal time as the Collection expands its global presence, introducing travelers to a new standard of lifestyle hospitality that blends comfort, culture, and community.
For more information about Virgin Hotels Collection, please visit the website HERE [3]. [4]
About Virgin Hotels Collection:
Formed in January 2023, Virgin Hotels Collection is the parent brand of Virgin Hotels and Virgin Limited Edition, two award-winning and world-class luxury hospitality brands that form part of Sir Richard Branson’s global Virgin Group. Dedicated to providing guests with irresistible and unrivaled hospitality experiences worldwide, while making a meaningful and positive contribution to the communities and destinations in which the brands operate, Virgin Hotels Collection is already changing the luxury hotel business for the better. Combining smart design, local arts and culture, and creative food and beverage offerings, Virgin Hotels delivers a vibrant and inclusive lifestyle experience that showcases the best of each destination. Virgin Limited Edition’s ultra-luxury brand delivers a portfolio of once-in-a-lifetime, unique retreats, private islands, and hotels that take its guests to some of the world’s most breathtaking sanctuaries for unforgettable experiences – including one of the most exclusive private islands in the world. Under Virgin Hotels Collection, each distinctive brand comes together to redefine luxury hospitality with a truly differentiated customer experience, sense of style, fun, personalized service, and, of course, the Virgin magic at the forefront. For more information on Virgin Hotels Collection and its properties, please visit virginhotelscollection.com [7].
About Virgin Hotels
Virgin Hotels is a luxury lifestyle hospitality brand that combines heartfelt service and a personalized hotel experience inspired by the innovation and smart disruption that Sir Richard Branson’s global Virgin Group has pioneered for over 50 years. Each property intermixes a passion for food and beverage with music, design, and culture, fusing with the local landscape and providing a vibrant and inclusive environment for travelers and locals alike. The current portfolio comprises eight hotels: Virgin Hotels London-Shoreditch, Virgin Hotels Chicago, Virgin Hotels Dallas, Virgin Hotels Nashville, Virgin Hotels New Orleans, Virgin Hotels Las Vegas, Virgin Hotels Edinburgh, and Virgin Hotels New York City. Additionally, Virgin Hotels continues to explore hotel conversions and ground-up development projects. Please visit www.virginhotels.com [1] for more details.
About Virgin Limited Edition:
Virgin Limited Edition is an award-winning collection of unique retreats, chosen for their beautiful locations and magnificent surroundings; each offers a sense of fun, style, luxury, and exceptional personal service. The group includes Necker Island in the Caribbean’s British Virgin Islands, Ulusaba Private Game Reserve in South Africa, Kasbah Tamadot in Morocco, The Lodge in Verbier, Mahali Mzuri, a tented safari camp in the Maasai Mara of Kenya, Finch Hattons in Tsavo National Park, Kenya, Mont Rochelle Hotel and Mountain Vineyard in South Africa, and the Son Bunyola Estate in Mallorca. Please visit
www.virginlimitededition.com [8] for more details.
