Virgin Hotels is finally a chain truly befitting its plural brand name.From its 2015 opening, there was just a solitary Virgin Hotel in Chicago. Now, the award-winning brand, which licenses its name and aesthetic from Sir Richard Branson's Virgin Group, is opening a second property in the City by the Bay.According to a Virgin Hotels spokesperson, the San Francisco property is the brand's first new build (the Chicago hotel resides in a converted office tower) and the guest rooms and public spaces will be faithful duplicates of the original model, with some variation on color palette, and local design flourishes. The hotel, located at 250 Fourth Street in the city's SoMa (South of Market) district, will comprise 192 Chambers and two penthouse suites. This is a departure from the Chicago property, which also has standard suites.The Virgin Chamber remains unchanged, which is a plus, for as I observed after a visit to the Chicago hotel, Virgin's Chambers are perhaps some of the better-designed standard rooms in the industry. Beds equally built for lounging and sleeping, room controls wired to guest smartphones, and separate spaces for sleeping and dressing will feature as prominently in the San Francisco Chambers as they did in Chicago.In addition are now-standard open-plan closets, mini Smeg fridges with street-priced minibar items, and free WiFi as a standard amenity. The San Francisco property will offer standard Chamber Kings or Doubles, or larger Corner Chamber Kings.Elsewhere in the hotel, the San Francisco incarnation will include the striking architectural features of The Commons Club, a bar turned restaurant turned living room turned co-working space. A separate rooftop bar will also be included, to take advantage of California's famously indoor-outdoor urban lifestyle, as well as locally-inspired coffee shop Funny Library, and function spaces.Virgin Hotels also announced updates to the guest preference program The Know. Members of the free loyalty program will now benefit from an exclusive member discount, space available room upgrades, and dining offers. The complimentary Commons Club happy hour that was previously an amenity for all guests has been redubbed the Spirit Hour and will be a members-only benefit.Virgin Hotels San Francisco is accepting advance reservations for stays from November 15. Rates start around $235 per night plus tax.