Virgin Hotels is expanding its US portfolio with the launch of Virgin Hotels Atlanta, a new lifestyle hotel scheduled to open in 2027 within Atlanta’s Centennial Yards development.

The project is being delivered in partnership with real estate company Drew Company and forms part of the wider 20-hectare Centennial Yards regeneration scheme led by CIM Group in downtown Atlanta.

Virgin Hotels Atlanta will become the 18th property within Virgin Hotels Collection and joins a growing global portfolio that includes properties in New York, Edinburgh and London, alongside a recently announced luxury hotel in Marrakech opening the same year.

The new-build hotel will feature 261 guestrooms, including Virgin Hotels’ signature “Chambers” concept, which combines sleeping, working and social spaces within a single multifunctional room layout. Accommodation will include 21 Grand King Chambers and 21 one-bedroom suites, alongside premium upper-floor rooms including a Penthouse Suite and “Richard’s Flat”, Virgin Hotels’ flagship residential-style suite concept.

Joe Margison, CEO of Virgin Hotels, says: “In Centennial Yards, we’ve found a partner that shares our vision for a vibrant, welcoming neighborhood. With Virgin Hotels Atlanta, we want to bring our signature mix of heartfelt service, bold design and playful spirit to a property that feels rooted in Atlanta and perfectly matched to the energy of Centennial Yards.”

The hotel is designed to function as both an accommodation hub and a social destination for locals and visitors. Plans include three food and beverage concepts: a ground-floor lobby bar with outdoor seating, a signature restaurant and pool bar overlooking the entertainment district, and a rooftop lounge and terrace aimed at events and nightlife.

Additional facilities will include a large outdoor pool deck with ten private cabanas, a seasonal outdoor bar and an event lawn. The property will also target business and creative travellers with approximately 270 sqm of meeting and event space spread across three rooms.

Virgin Hotels says each property in its portfolio is designed to reflect the culture and atmosphere of its host city. In Atlanta, the brand is positioning the hotel within the city’s growing entertainment and events landscape, particularly around sports and live music tourism.

John P. Drew, CEO of Drew Company, says: “We are thrilled to announce our involvement in the project and introduce Virgin Hotels to the Atlanta market - a perfect fit for the Centennial Yards Entertainment District to showcase all that Downtown Atlanta has to offer while bringing its own unique, cheeky identity and energy to the area.”

Centennial Yards is one of the largest urban redevelopment projects currently underway in the US and is intended to transform downtown Atlanta into a mixed-use district combining hospitality, entertainment, residential and commercial spaces.