Lonely Planet Writer

Virgin Hotels will expand to the West Coast with a new San Francisco hotel

Virgin Hotels is gearing up for a West Coast expansion. The lifestyle hospitality brand helmed by Sir Richard Branson’s London-based Virgin Group just announced plans for its second hotel in San Francisco, slated to open this summer.

Situated in city’s arts epicenter, steps from the San Francisco Museum of Modern Art and Yerba Buena Gardens, the hotel will offer 196 suites, a rooftop bar, coffee shop, and the Commons Club — the brand’s flagship, open-to-all lounge.

The brand launched in Chicago with Virgin Group’s signature commitment to thoughtful design and innovation. Located in an old Art Deco building in the city’s Loop district, the award-winning property features standard “chambers” with two rooms, unique beds with ergonomic headboards and moveable footboards that double as a comfortable workspace, a free nightly social hour, and, perhaps most importantly to travelers, no hidden fees. There’s free WiFi, no cancellation or early check in fees, and the minibars are stocked with fairly-priced snacks. Virgin Chicago also debuted the mobile app dubbed LUCY, which allows guests to book rooms, order room service, and control the in-room climate from the their phones. San Francisco guests can expect the same amenities and services.

“San Francisco is a dynamic, forward-thinking city that embodies so much of what Virgin Hotels stands for, and is already home to many fans of the Virgin brand,” Virgin Hotels CEO Raul Leal said in a statement. “As a top domestic and international travel hub for both business and leisure alike, San Francisco is an ideal location for our next Virgin Hotel.”

The company is planning several more outposts in cities across the country, including Nashville, Palm Springs, and New Orleans, with properties in Dallas and New York currently under construction, projected to open in 2018 and 2019, respectively.

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