Virgin Hotels Collection Welcomes New Global Head of Sales

Virgin Hotels Collection has appointed Jeff Borman as its global head of sales, revenue, and distribution. 

Borman brings more than 25 years of hospitality industry experience and will lead sales, revenue management, and distribution strategy for the entirety of Virgin Hotels Collection, which includes Virgin Hotels and Virgin Limited Edition. 

“I’m thrilled to join Virgin Hotels Collection at such an exciting stage of growth,” Borman said. “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.”   

Borman has spent more than two decades in leadership roles at Hilton and Marriott, and he most recently served as vice president of revenue optimization at Ashford Inc. He is an avid traveler who also founded hosts the travel industry podcast “No Show.” 

“Jeff’s track record in sales and revenue leadership, coupled with his passion for hospitality, makes him a perfect fit for Virgin Hotels Collection,” said James Bermingham, CEO of 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.”