Want to know what Virgin Hotels will be like? Check out the membership program

http://ift.tt/1wLJBk2 // Virgin-chicago

Virgin Hotels won't launch its first property until January, in Chicago. But that isn't stopping the Richard Branson company from getting its membership program up and running, giving us a sneak peek at how the highly-anticipated property aims to run things differently.

"The Know," announced this week, is clearly a Virgin-branded approach to customer service. The sign-up process for the "preference program" — with its questions about minibar preferences, favorite music and cocktails — is less about the hotel room and more about providing an experience.

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from MashableJessica Plautz