Jeff Borman Global Head of Sales, Revenue & Distribution at Virgin Hotels Collection in Miami - FL, USA
Virgin Hotels Collection, the lifestyle hospitality group redefining the hotel experience, is pleased to announce the appointment of Jeff Borman as Global Head of Sales, Revenue & Distribution. In this role, Borman will lead sales, revenue management, and distribution strategy across the full Virgin Hotels Collection portfolio, including both Virgin Hotels and Virgin Limited Edition.
With more than 25 years of experience in the hospitality industry, Borman brings a wide-ranging background spanning hotel operations, food & beverage, revenue optimization, and digital distribution. For two decades, he held senior leadership roles with Marriott and Hilton across property, regional, and global levels, where he specialized in analytics, pricing science, and inventory management, as well as spearheading eCommerce and third-party distribution strategies. His career has encompassed all segments of hospitality—from limited service and extended stay to boutique and luxury—giving him a holistic perspective on the guest journey and commercial performance.
Most recently, Borman served as Vice President of Revenue Optimization at Ashford Inc., where he oversaw commercial strategies for Ashford Hospitality Trust and Braemar Collection. During his tenure, he drove industry-leading ADR growth and represented the ownership perspective as Chair of the HSMAI Commercial Leadership Board, AHLA, and several Owner Advisory Councils.
Beyond his professional expertise, Borman is a passionate traveler who has explored more than 75 countries, 45 U.S. states, and every Major League Baseball park. He is also the co-founder and host of No Show, a travel industry podcast uncovering the inner workings of hospitality and tourism, while advocating for the broader humanitarian benefits of travel.
Borman joins Virgin Hotels Collection at a pivotal time as the Collection expands its global presence, introducing travelers to a new standard of lifestyle hospitality that blends comfort, culture, and community.
For more information about Virgin Hotels Collection, please visit the website HERE.
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