Richard Branson is at it again, reinventing yet another wheel, this time it’s the hotel. The first ever Virgin Hotels property is set to open this January 15th in Chicago’s business epicenter, The Loop. The rooms and the hotel are being kept under wraps until opening, but in classic Virgin style, their hotel experience takes the assumed, ordinary details and makes them something extraordinary and unexpected. Most unexpected of all, and a welcome surprise, is the lack of add-on fees for everything from WiFi to room service.

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