Having already committed to opening 20 concessions by the end of this year, Virgin will add a further 20 during 2019, a spokesperson confirmed to TTG.

This commitment, which will grow the group’s retail network to 40 locations, comes after Virgin was forced earlier this year to reconsider its concession strategy due to the contraction of partner House of Fraser.

Virgin has also previously partnered with Tesco and Debenhams to grow its network of concession stores but has since settled on Next, with whom it is now proposing to considerably increase its high street presence.

The news comes after Virgin Holidays this week opened its 13th v-room agency, the first complete with a fully operational spa.

The new store in Milton Keynes has 10 members of staff and aims to offer customers a “totally immersive holiday booking experience”.

V-rooms bring many features of the Virgin Atlantic Clubhouse experience to high street locations.

Customers can get a manicure or hand massage, sample the sights, sounds and tastes of their dream holiday locations, try out features of Virgin Atlantic’s various cabins, and have a drink.

Lee Haslett, Virgin Holidays vice-president sales and product, said: “We’ve been revolutionising the way our customers book their holidays for several years and our latest v-room in Milton Keynes is the next step on that journey.

“We know that our customers are looking for something extra than just a standard holiday and our v-rooms are the first step on that journey - whether that’s the in-store bar, children’s play area or rollercoaster simulation.”