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Virgin to Launch "Urban" Hotel Brand

Two years later, we've got an UPDATE ON VIRGIN HOTELS here.

Last week, we wondered on Jaunted what Virgin Atlantic was announcing via an email to loyalty club members. We thought it might be something like in-flight massage chairs, but according to Marketing Week it's probably three new Virgin Hotels that we first heard of back in March.

Bossman Richard Branson, who already has a few luxe hotels under his belt, says the product will be sorta like Starwood's W Hotels:

Urban, townhouse-style properties, half way between a hotel and a private club.

Apparently other brands have approached his company for ideas, but Branson is ready to just start up some new hotels himself. Rumor has it that the first three properties will be in New York, London and LA.