Virgin Holidays is to introduce a new luxury brand and villa complex offering to meet rising customer demand.

Managing director Mark Anderson said the new luxury product currently has the working title of Premium Plus and its launch date is planned for next year.

He added the aim of the brand was to make luxury trips more available to consumers, a skill that he believes the operator is already well versed in.

Anderson said: “We can sell luxury in a less complicated way. “We’ve done a lot of work in those few months really looking at luxury products because we’re a premium brand within that space.

“It [the new programme] is trying to take luxury and make it more accessible, particularly around weddings, honeymoons and birthdays.”

He said the operator was also working on a Virgin Village concept, which would allow consumers to book a villa with all the usual facilities they require. However, he added that by having a village run by the brand, additional facilities such as a larger shared swimming pool and shops can be added to give it the Virgin feel.

Anderson said: “I want to create something different.”