Virgin Hotels, the lifestyle hotel brand by Virgin Group founder Sir Richard Branson, has announced the launch of The Know, a hotel preference programme.

Members of the programme will receive personalised service and recognition, and be the first in “the know” about what is happening with the company and its partners.  

To become a member of The Know, guests need to visit and complete a short questionnaire, where they can share their pet peeves, allergies and even their dog’s favourite treat, their cocktail and snack of choice and what should and should not be found in their mini bar.

Enrolled guests will also receive special benefits such as prearrangement of activities before arriving at hotel; complimentary room upgrades (based upon availability); exclusive offers on rooms, food and beverages and brand partnerships; invitations to special events at Virgin Hotel; and birthday, anniversary and special occasion surprise and delights.

The company's first property will open on January 15, 2015 in Chicago and will offer 250 guest rooms including 40 one-bedroom suites and two penthouse suites.

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