Even though Branson is a celebrity CEO (if he's not the most
famous entrepreneur in the world I wonder who is), he's fulfilling a traditional function that other great hoteliers - and with the launch of Virgin Hotels he is now firmly a hotelier, though he runs his hotel
brand primarily via the
brand leadership of
hospitality veteran Raul Leal who is his Hotels President - also take on: committing to be at the opening of every new hotel.