Interview with Richard Branson: For the love of Scotland

Earlier this year, Edinburgh became home to the UK’s very first Virgin Hotel. Dream Escape meets Sir Richard Branson, the dynamic man behind the world-famous brand, to hear about his love for Scotland, and what guests can expect from his latest luxury hotel.

Sir Richard Branson is a man who needs little introduction; the pioneering entrepreneur has been a household name for decades now. His global Virgin Group has pushed boundaries for over 50 years, encompassing music, telecoms, air and rail travel, hotels, holidays and more. Branson’s most recent project, Virgin Galactic, has seen him venture into space tourism – quite literally, but despite his interstellar wanderlust, and his home being in the Caribbean, there is another place that this seasoned traveller holds dear. “I’ve been fortunate enough to spend lots of time in Scotland – it’s a magical place that combines natural beauty with rich history and a dynamic culture. There’s nowhere else like it, which is why we chose it for our first hotel outside of the US,” he beams. “My wife Joan was born in Glasgow and my grandparents were from Edinburgh, so my family will always have a real fondness for this great country.”

Following in the footsteps of his five award-winning hotels across the pond, Virgin landed in Edinburgh in June 2022, and with Branson at the helm, it was never going to be just another chain opening. Virgin’s unique approach combines heartfelt service and a personalised guest experience, with luxurious interiors and the brand’s trademark sense of playful style and impressive originality. Located in the heart of the city’s fairytale-esque Old Town, surrounded by buzzing local restaurants and a vibrant music scene, Branson’s new boutique hotel encompasses 222 beautiful bedrooms, several stylish drinking and dining destinations, and an enviable roof terrace that offers unobstructed views of the city’s magnificent castle.

“I always love visiting Edinburgh – it has such a great energy. It’s such an iconic city, and the local people have been wonderful in welcoming us,” Branson says.

The specific site of Virgin’s inaugural UK opening had to be extra special, and Edinburgh’s historic India Buildings provided the perfect fit.

A team of designers completely re-envisioned the cluster of connected characterful 19th-century structures, carefully retaining numerous original features and much of the Victorian architecture, while incorporating striking contemporary style and Virgin’s unique interpretation of Scottish luxury.

“I love seeing the designs come to life. A lot of thought goes into all our Virgin Hotels – it’s often the small details that customers notice the most, and our hotels are full of them,” says Branson.

Filled with bright colours and designer furniture, the hotel oozes both modern sophistication and a sense of fun. Impressive historic elements, such as stone walls, arches, and wood panelling, have been carefully preserved and sensitively intertwined with innovative design and a striking selection of artwork produced by local artists and inspired by Scotland past and present. The result is a stunning mix of old and new that captures the spirit of the city.

“No matter which Virgin Hotel you visit, guests experience the same level of comfort and service, but each one is unique as it takes on the culture and community of the city surroundings, through food and drink, music, design, and more,” Branson explains.

“With Edinburgh’s long history and distinctive feel, it was exciting to make this a part of the hotel. Preserving the history of the India Buildings was so important to us. We’ve worked hard to create a place that everyone will enjoy.”

This effort is evident in the hotel’s bedrooms, or ‘Chambers’ as they are known – Virgin’s unique reimagining of the traditional guest bedroom. Bright, airy, and elegantly decorated, each one is filled with warm textiles and plenty of extras that are distinctively on-brand, such as generously stocked in-room SMEG mini fridges (in Virgin red, no less), custom lighting that automatically illuminates as guests move around the space, and Virgin Hotels’ patented and famously comfortable ergonomically designed bed. If anyone knows what the modern-day traveller wants, it’s Branson, who, by his own admission, is accustomed to ‘living out of hotel rooms’.

“Wherever I am in the world, I always want the same things – free wifi, no cancellation fees, and early check-in or late check-out without penalties,” he explains.

“I also want a comfy bed, space to work, a social space to relax, and brilliant service. This is why we decided to launch Virgin Hotels. These needs – and frustrations when hotels fall short – are shared by many travellers and it seemed like there was a great opportunity to create a new, wonderful hotel experience where people leave happier than when they arrived.”

Hotel Entrance

No matter which Virgin Hotel you visit, guests experience the same level of comfort and service, but each one is unique as it takes on the culture and community of the city surroundings, through food and drink, music, design, and more... With Edinburgh’s long history and distinctive feel, it was exciting to make this a part of the hotel.

Hotel Foyer

Hotel Reception Hall

Speaking of which, each Chamber features a unique twospace design, with a sliding wooden door that separates a dressing room from a lounge area; a thoughtful and luxurious concept designed with the discerning holidaymaker in mind.

“The Chambers are distinctively Virgin,” smiles Branson. “Having two spaces means if one of you wants a nap while the other person is getting ready, you don’t have to disturb each other. Or, if you want to get your breakfast delivered bright and early, you don’t have to rush to find a dressing gown. It just gives guests a bit more freedom and space to be themselves. When you’re travelling, it’s nice to be able to relax and enjoy some privacy. We want our hotels to feel like a home away from home.”

Junior Suite

Travel has changed dramatically over the past few years due to the pandemic. Guests expect a higher level of service and personalisation than before. One of my favourite things about our hotels is how you can personalise your stay

Oculus Lounge from above

In addition to the hotel’s unique Chambers, Dream Escape’s Travel Design team also organise unforgettable stays in its three stunning speciality suites; the Eve Branson Suite, the Kasbah Tamadot Suite, and Sir Richard’s Flat, which you’d think would be his favourite...

“Named after my late mother, Eve, the Eve Branson Suite is very special,” Branson explains.

“It’s located under the hotel’s church bell tower, and it’s beautifully appointed with 19th-century architectural features.”

Despite this palpable sense of history found throughout the hotel, the guest experience is impressively 21st century. ‘Lucy’, the hotel’s mobile app, allows guests to check in, control in-room technology, order food and drinks, and more, all from a mobile device. Guests can also sign up for ‘The Know’ – a signature loyalty programme that cleverly allows users to design a bespoke experience that is completely unique to them.

“Travel has changed dramatically over the past few years due to the pandemic. Guests expect a higher level of service and personalisation than before. One of my favourite things about our hotels is how you can personalise your stay,” says Branson.

“If you’ve got an allergy or you want a distinctive cocktail ready for when you arrive, you can let us know with The Know. If you want to adjust the temperature in your room, you can use our app,” he explains.

“For extra special requests, the team will make it happen – like any Virgin experience, what makes it special is the people. The local team who work at the hotel bring such passion to the place – I really enjoy getting to meet them.”

After a busy day exploring Scotland’s stunning capital, the hotel provides Dream Escape guests with various enticing options when it comes to eating, drinking and simply relaxing. The Funny Library Coffee Shop is a cosy spot to enjoy a cup of tea and a slice of freshly baked cake by the roaring fire, while The Bar serves a selection of inventive cocktails and some of the very best local whiskies, because no trip to Scotland would be complete without a wee dram...

For private get-togethers, Dream Escape’s Travel Design team arrange exclusive hire of Greyfriars Hall, the hotel’s very own 19th-century church, which has been beautifully restored and repurposed as a stunning event venue.

The team also organise tables at Eve, a lively all-day dining space open late into the night with a roster of home-grown entertainment. There's also Virgin Hotels’ flagship restaurant and bar, Commons Club, which acts as a sophisticated modern-day social club. Here, the Dream Escape team arrange seats at the communal Chef ’s Table, which offers an incredible view of the open kitchen, where Edinburghborn Executive Chef Steven Wilson and his team create contemporary Scottish cuisine using strictly seasonal and locally sourced produce.

“I’m passionate about making more purposeful food choices. We all have the power to positively impact the environment and our own health through food. For that reason, it was important that the hotel menu championed local and seasonal produce,” says Branson.

“Saying that, freshly caught fish and chips is always my go-to in Scotland – it’s comfort food at its finest.”

Virgin Hotels Edinburgh is located just a stone’s throw from the Royal Mile – Edinburgh’s famous shopping street – so Dream Escape guests will find plenty of opportunity for retail therapy nearby, and the hotel itself also has its very own shop. Exclusive to hotel guests, The Curiosity Shop showcases a carefully curated range of sustainable Scottish products, all made by small businesses that have been supported by Virgin StartUp – Virgin's not-forprofit organisation that helps founders start and scale the businesses they are passionate about.

Funny Library Hall

Scarlet Lounge

Commons Club Bar

"From wild-harvested Hebridean seaweed to outdoor clothing made from recycled materials, hand-crafted gin and Scottish spun yarns, it is full of Scottish treasures,” explains Branson. “I have great memories of meeting the founders of Meander Apparel, an Edinburgh-based clothing company that make sustainable clothing for outdoor adventures. In 2018 they joined our Virgin Strive Challenge and I got to model one of their jackets in a charity auction that raised more than £1 million. Meander Apparel is now one of our Virgin StartUp businesses in The Curiosity Shop,” he explains proudly.

“I love chatting to entrepreneurs who are starting out and trying to make their ideas happen – and Edinburgh is full of them!”

It’s not just the Scottish capital that has undergone the Virgin treatment this year; Virgin Hotels Glasgow is due to be unveiled in December 2022. This impressive open-plan new-build will have a ‘raw and elegantly industrial’ feel, with 242 Chambers across 15 floors. Situated on the River Clyde, it is perfectly located for exploring the culture-filled city.

“As I mentioned, my wife Joan was born and raised in Glasgow, which makes it a special place for us. It’s a dynamic city, with a rich history that is translated through the hotel’s build and decor,” Branson explains.

The Virgin Group’s much anticipated arrival in Scotland signals the ever-growing demand for high-end travel experiences in Britain, and while Branson may live on Necker – his very own private island paradise in the British Virgin Islands – he also has very happy childhood memories of holidaying in the UK.

“I’ve been fortunate to spend lots of time on Eilean Shona, the tiny Scottish island that inspired JM Barrie’s Peter Pan, and I have lots of happy memories of holidaying in Devon as a child, so that’s still one of my favourite places in the UK. I learned to swim in Salcombe because my aunt bet me 10 shillings that I wouldn’t be able to master it by the end of the fortnight...” he recalls.

“The water was very cold, and it wasn’t until we were on our way home that we stopped by a river and finally, I managed it!”

Of Sir Richard Branson, we’d expect nothing less.

Find out more

Contact the team at Dream Escape...

Sue Morris, Head of Marketing

“Knowing the Virgin brand so well and the family personally, we are all incredibly excited to welcome Virgin Hotels to Scotland. It is a fabulous addition to the city of Edinburgh and having stayed in their various properties around the world already and enjoyed their world-class customer experience, I know that our clients are going to absolutely love it!” ⬥ sue@dreamescape.co.uk

WORDS | SOPHIE FARRAH