Branson opening First Virgin Hotel
One new launch on hoteliers watch list is the first Virgin hotel set to open in Chicago in January.
A notable key brand touch point is a membership scheme called "The Know".
According to media reports the program is all about experiences.
What's on tap for the brand has yet to be scene but clearly there is an element of surprise at play here which is a welcome relief from the typical hotel factory loyalty cards.
Let's see what Branson can cook up for the hotel sector in 2015?