Virgin Hotels opens its latest hotel with loyalty programme bonuses

Features of the hotels also include its customer-loved Lucy app

Virgin Hotels has unveiled its latest addition to the portfolio, with the opening of Virgin Hotels London-Shoreditch.

To mark the opening of the new hotel, the luxury lifestyle hospitality group is offering those who join its loyalty and preferences programme, The Know, as well as existing members, the chance to earn double Virgin Points on stays during September to December 2024 when they link their account to Virgin’s rewards club, Virgin Red. 

Members will earn 14 Virgin Points for every £1 spent on nightly room rates, and soon will also be able to redeem their points for future stays at Virgin Hotels London-Shoreditch.

The hotel has a Spanish restaurant, BiBo, by chef Dani Garcia, as well as a rooftop bar, swimming pool, Marlin’s Mediterranean restaurant, gym, and treatment rooms that form a private members’ club sanctuary run by Blue Marlin Ibiza.

Sir Richard Branson, founder of the Virgin Group, commented: “I’m so thrilled to see Virgin Hotels London-Shoreditch has swung its doors wide open. The UK is where the Virgin story all began, so it’s incredibly exciting to have another foothold in the city. Virgin Hotels was created to do things differently, and Virgin Hotels London-Shoreditch is no exception.”

The opening also saw the start of a phased transformation of the 120-bedroom hotel, located at 45 Curtain Road, to bring the features of the Virgin Hotels brand to the space, including Sir Richard’s flat, its custom-designed and patented hybrid beds and the popular Lucy app offering members of The Know a personalised experience.  

The transformation will also see the hotel’s street-level lobby lounge and café become a pop-up Commons Club - Virgin Hotels’ flagship food and beverage concept where work and play intermingle - before being transformed into an exciting new space later in the year.

James Bermingham, CEO of Virgin Hotels Collection, said: “We are absolutely delighted to be opening our first London hotel today – our 17^th property in the Virgin Hotels Collection. 

"This is the beginning of an exciting journey to bring our Virgin Hotels brand to life in this spectacular building and we can’t wait to share it with our guests and create some Virgin magic in Shoreditch.

“We already have some incredible experiences to showcase alongside the highly personalised service that Virgin Hotels is known for, and there’s even more to come.”