Virgin Hotels Collection, the lifestyle hospitality group redefining the hotel experience, is pleased to announce the appointment of Jeff Borman as Global Head of Sales, Revenue & Distribution. In this role, Borman will lead sales, revenue management, and distribution strategy across the full Virgin Hotels Collection 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 eCommerce and third-party distribution strategies. His career has encompassed all segments of hospitality—from limited service and extended stay to boutique and luxury—giving him a holistic perspective on the guest journey and commercial performance.
Most recently, Borman served as Vice President of Revenue Optimization at Ashford Inc., where he oversaw commercial strategies for Ashford Hospitality Trust and Braemar Collection. During his tenure, he drove industry-leading ADR growth and represented the ownership perspective as Chair of the HSMAI Commercial Leadership Board, AHLA, and several Owner Advisory Councils.
“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 of 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.”
Beyond his professional expertise, Borman is a passionate traveler who has explored more than 75 countries, 45 U.S. states, and every Major League Baseball park. He is also the co-founder and host of No Show, a travel industry podcast uncovering the inner workings of hospitality and tourism, while advocating for the broader humanitarian benefits of travel.
Borman joins Virgin Hotels Collection at a pivotal time as the Collection expands its global presence, introducing travelers to a new standard of lifestyle hospitality that blends comfort, culture, and community.
