Virgin Hotels Collection has appointed Jeff Borman as global head of sales, revenue & distribution. In this role, he will lead sales, revenue management and distribution strategy across the company’s portfolio, including both Virgin Hotels and Virgin Limited Edition.
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 e-commerce and third-party distribution strategies. His career has encompassed all segments of hospitality—from limited-service and extended-stay to boutique and luxury.
Most recently, Borman served as VP, revenue optimization at Ashford Inc., where he oversaw commercial strategies for Ashford Hospitality Trust and Braemar Collection. During his tenure, he drove ADR growth and represented the ownership perspective as chair of the HSMAI Commercial Leadership Board.
“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, 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.”
