Richard Branson purchased with partners Hard Rock Hotel and Casino in Las Vegas back in March 2018 and are currently in a process of converting it to a Virgin Hotels (expect the conversion to be complete sometime in 2020).
Hilton made an announce yesterday that this hotel would become part of its Curio Collection and Honors loyalty program once open.
You can access Hilton Honors here.
Here’s the announcement from Hilton:
Hilton announces today that Virgin Hotels Las Vegas will join Curio Collection by Hilton in 2020, following an extensive transformation including renovations to the property. In collaboration with JC Hospitality LLC and Virgin Hotels, the hotel will be a reimagined, contemporary Las Vegas entertainment hub and participate in Hilton’s award-winning guest loyalty program, Hilton Honors.
Of the hotels within Hilton’s Collection Brands, Virgin Hotels Las Vegas, part of the Curio Collection by Hilton, will be the only property located in Las Vegas and the largest in the world with more than 1,500 guest rooms and over 110,000 square feet of meeting and events space. Featuring a fun yet sophisticated desert modern vibe that reflects the surrounding landscape, the property will provide visitors with comfortably designed guest chambers and beautifully reimagined pool areas, all favorably located minutes from the famed Las Vegas Strip.
“We’re thrilled to announce the signing of a Curio Collection hotel in one of America’s most famed cities along with JC Hospitality LLC and Virgin Hotels,” said Mark Nogal, global head, Curio Collection by Hilton. “In its 100th year, Hilton continues to innovate the hotel and guest experience with its distinctive Collection Brands. Virgin Hotels Las Vegas will reflect a new take on what it means to be a Las Vegas hotel and provide guests and locals alike a one-of-a-kind experience.
The property, located at 4455 Paradise Road, will continue full service operations as the Hard Rock Hotel and Casino until early 2020 when it closes briefly for the renovations that will transform it into the Virgin Hotels Las Vegas.
Virgin Hotels Las Vegas will serve those visiting the city as a destination in close proximity to nearby nightlife for evenings out on the strip. For those looking to remain onsite as well as for locals, the hotel boasts eclectic bars, tasty restaurants, a best-in-class casino, fitness facilities and spa, and live entertainment venue The Joint.
“We are looking forward to welcoming Hilton guests who want a premium lifestyle hotel experience in Las Vegas,” said Raul Leal, Virgin Hotels CEO. “Whether traveling for leisure or in town to attend a conference or convention, Virgin Hotels Las Vegas will be an experience that is dedicated to delivering the best in design, entertainment, heartfelt service and culinary excellence.”
The newly remodeled pool at Virgin Hotels Las Vegas embodies the ambiance of a private island, with unique, intimate spaces and a variety of cabana experiences for retreating, or reveling, with new friends.
Once the property reopens, guests will also have the opportunity to enjoy many additional food and beverage options, including: Commons Club (Virgin Hotels’ flagship modern dining and social club concept) and The Shag Room, an intimate secret den welcoming visitors for cocktails.
The property, currently operating as Hard Rock Hotel and Casino, is owned by JC Hospitality LLC, and is the result of the vision of a group of investors led by Juniper Capital Partners and the Labourers International Union of North America (LiUNA) (investment managed by Fengate Real Asset Investments) along with their partners Dream, Cowie Capital Partners, Virgin and other private investors
“JC Hospitality is extremely proud to be investing in the Las Vegas market with amazing brands like Hilton and Virgin Hotels,” said Property President & CEO, Richard “Boz” Bosworth. “We couldn’t be more passionate about the project and this partnership, and look forward to the exciting journey ahead.”
The hotel adds to the ongoing success of the Curio Collection, with more than 65 hotels and resorts open and 59 hotels in the global pipeline1. Opening all over the world, Curio Collection properties continue to provide guests with authentic, unique experiences that all types of travelers can enjoy.
Virgin Hotels Las Vegas will also be part of Hilton Honors, the award-winning guest-loyalty program for Hilton’s 16 distinct hotel brands. Members who book directly have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount, free standard Wi-Fi and access to the Hilton Honors mobile app.
Interesting move from Virgin Hotels Las Vegas property. Virgin has couple of other properties open at the moment that are not aligned with any loyalty program. I guess that they must feel that to get the hotel full and convention business going, it must have the backing of a strong and large loyalty offering and hence teaming up with Hilton.
It remains to be seen what benefits Gold and Diamond members can expect to receive at this property.