Lifestyle hospitality group Virgin Hotels Collection announced Jeff Borman as its new global head of sales, revenue and distribution.
Borman will lead sales, revenue management and distribution strategy for both branches of the Virgin Hotels Collection, Virgin Hotels and Virgin Limited Edition. He comes to the collection during a pivotal transition of global expansion.
Borman has spent more than 25 years in a variety of different sectors of the hospitality industry, with two decades in leadership roles—both regional and global—at Marriott and Hilton properties.
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He comes to Virgin Hotels from Ashford, where he served as the vice president of revenue optimization. In this role, Borman oversaw commercial salaries and drove Average Daily Rate (ADR) growth.
Throughout his career, Borman has specialized in analytics, pricing science and inventory management. CEO of Virgin Hotels Collection, James Bermingham said Borman’s passion for hospitality and leadership in sales make him a perfect fit for the collection.
Borman expressed excitement at joining the brand at such a pivotal time in its history.
“I’m thrilled to join Virgin Hotels Collection at such an exciting stage of growth,” Borman said in a press release.
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