Leading the team is Maya Latinovic, who assumes the role of VP, global sales. She has been a driving force for the brand since she was appointed VP, global sales of Virgin Hotels in January 2022, according to the company. She has more than 20 years of experience leading sales strategies at global brands, including EDITION Hotels and Preferred Hotels.

The leisure leaders include long-serving brand veteran Vanessa Rothery, who has been promoted to executive director, sales, EMEA & ASPAC following her two-decade tenure with Virgin Limited Edition; Shannon Byrne, who advances to the role of director of leisure sales, Americas, after joining Virgin Hotels as area director of travel industry sales, Americas in April 2022, following a career with Bvlgari Hotels; and Abigail Trangmar, director of sales, responsible for developing key trade partnerships from within Virgin Atlantic.

Julia Grishkova is now Virgin Hotels Collection’s director of group sales, a position she most recently served at Virgin Hotels. She will leverage her global experience selling luxury for brands such as Four Seasons, Armani and St. Regis to lead group sales strategies across the brand-wide portfolio within this expanded role.

Peter Delia, who brings over a decade of sales experience from brands such as Marriott Luxury and The Ritz-Carlton, will continue to lead corporate and entertainment efforts across the portfolio as director of corporate & entertainment sales.

This development comes on the heels of the establishment of Virgin Hotels Collection in January, which was intended to combine the expertise of the two global teams to elevate the consumer experience and to accelerate the expansion of both brands. Virgin Hotels Collection is already primed for growth with recent additions to the portfolio such as Son Bunyola Hotel, a restored 16th-century finca in the Tramuntana Mountains of Mallorca, Spain, that opened in June and forms part of the ultra-luxury collection of properties from Virgin Limited Edition. On the horizon, the Virgin Hotels Glasgow will open later this summer, which will mark the second hotel in the U.K. for the luxury lifestyle brand.