United Kingdom, July 2025 – Virgin Experience Days, Virgin Experience Gifts and Virgin Incentives are delighted to announce Danni Rush has been appointed to CEO.
Danni brings a wealth of experience from her previous roles as Chief Operations Officer and Chief Customer Officer within the brand group. Her leadership has already played a pivotal role in driving the company’s success, shaping its culture and fuelling its ongoing momentum.
Across the UK and US, Virgin Experience Days and Virgin Experience Gifts work with thousands of brilliant suppliers to bring customers gift experiences that go way beyond the expected—from food and drink to adrenaline-fuelled adventures, luxury getaways and more. On the B2B side, Virgin Incentives continues to lead the way in corporate rewards, counting the likes of Samsung, Barclaycard and Volkswagen among their growing list of partners.
Danni comments, “I am incredibly proud of the past six and a half years with this company, where I’ve had the privilege of collaborating with such a talented and ambitious team. Leading our US expansion has been a career highlight, allowing us to bring unforgettable experience gifts to a whole new audience. As we look ahead to the next 12 months, I’m more excited than ever about the potential of our brands. I’m fully committed to delivering standout rewards and experiences that truly make an impact.”
Richard Segal, Chair, comments, “Danni’s profound understanding of the business, especially her recognition of its people as its greatest strength, positions her uniquely to lead us into this exciting new chapter. The Board and I are delighted with her appointment and have complete confidence in her ability to drive the next phase of growth and success.”
Holly Branson, Chief Purpose and Vision Officer at the Virgin Group, comments, “I’m so delighted that Danni has accepted the role of CEO of Virgin Experience group of brands. There is no one better suited to drive these wonderful companies to even greater success. I’ve had the absolute pleasure of getting to know Danni extremely well over the last few years and have always been inspired, not only for her passion and belief that Virgin Experience Days, Virgin Experience Gifts and Virgin Incentives continue to be outstanding customer obsessed businesses, but her purposeful approach to every decision she, and the team, make. I know that Danni will continue to promote and shine a light on purposeful business and leadership, inspiring and empowering her teams to supercharge the amazing, impactful experiences they offer.”
Before joining Virgin, Danni held customer experience, product and partnership strategy roles for a raft of leading holiday, retail and education businesses, and she brings that same customer centricity to the very top of Virgin’s B2B and B2C experience brands globally. Her appointment also makes her the only current female CEO in the Virgin Group of brands.
About Virgin Experience Days
Welcome to the world of experiences. You’re going to love it here. We’re here to make every experience extraordinary, with more than 4,000 incredible adventures and things to do across the UK and beyond.
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