The group – which also owns Virgin Limited Edition – said the new global sales team will bring together executives from both subsidiaries to drive strategic growth.

Virgin Hotels’ Maya Latinovic now assumes the role of vice-president of global sales across the brands, leading the operation alongside Vanessa Rothery, who was promoted to executive director of sales for Europe, Middle East and Asia-Pacific, and Julia Grishkova, Virgin Hotels Collection’s new director of group sales. 

Peter Delia will maintain his position as director of corporate and entertainment sales, while Shannon Byrne has become director of leisure sales for the Americas.

“The global sales team is filled with a dynamic ensemble of proven leaders who exemplify Virgin’s commitment to transforming the luxury lifestyle and ultra-luxury hotel industries for the better,” said Virgin Hotel Collection’s chief marketing officer Doug Carrillo. “I’m confident they’ll continue to bring new ideas to the table and play pivotal roles in the brand’s ongoing success and expansion.”

Established in January 2023, Virgin Hotels Collection aims to build growth and differentiation within the luxury hospitality industry, bringing more destinations and resorts to agents and customers.

The group was added to in June with the launch of Son Bunyola Hotel in Majorca, where the company’s chief executive James Bermingham told TTG agents were “probably the single-most important source of business that we have”.