Check In to the Newest Virgin Hotel

The global brand that put snazzy purple lights and rock’n’roll on airplanes brought its edgy aesthetic to the hotel realm, opening Chicago’s coolest crashpad a few years back. As of last week, the freshly-built Virgin Hotel San Francisco began accepting reservations on its new site. Starting November 15, guests can book one of 194 chic rooms of Virgin’s new digs in San Francisco’s buzzing SOMA district, steps from the city’s upcoming central subway station, which is set to begin running next year.

Along with the new roots, the brand is upgrading its super-personalized loyalty program, The Know, so guests can take advantage of added perks, like discounted rates, dining deals on contemporary cuisine in the regal onsite eatery, Commons Club, custom-stocked mini fridges, and a daily complimentary happy hour. The brand plans to launch a host of other boutique hotels in cities like Nashville, Washington, D.C., New Orleans, New York, Palm Springs, and Las Vegas in the coming years.