Tuesday February 17th 2026
Virgin Hotels Edinburgh's new 'Director of Mischief', nine-year-old Demi.
Written by Midlothian View Reporter, Liam Eunson
Virgin Hotels Edinburgh has found it’s very own local expert, who is ready to offer a kid’s perspective on the best parts of Edinburgh to explore.
Following a city-wide search for its coolest role yet, Virgin Hotels Edinburgh has officially appointed its first ‘Director of Mischief’, announcing its newest and most spirited team member, Demi, an 9 year old local with a flair for fun, who will serve as an expert guide for visiting families.
The search, which began last year, was inspired by the hotel’s desire to see Edinburgh through the unfiltered eyes of a child. Applicants were invited to share their most mischievous ideas for family fun in the city and Demi’s entry stood out immediately.
Her audition video complete with cheeky pranks like slipping salt into her mum’s tea had the hotel team laughing from start to finish. It was clear they had found the perfect candidate.
A born storyteller and explorer, Demi’s mum shared that once she famously wandered off from her family to join a paid Harry Potter walking tour, where she wowed fellow tourists by confidently answering the guide’s questions. The hotel explained that her curiosity, quick wit and infectious enthusiasm made her a natural choice to help shape unforgettable Edinburgh adventures for the hotel’s youngest guests.
As Director of Mischief, Demi’s duties will involve uncovering the city’s best-kept secrets – from the most delicious ice cream to the best spots for hide-and-seek. Her first piece of mischievous advice for kids visiting the hotel? “Bring your whoopee cushion! There are lots of places in the hotel to play pranks”.
Demi, the newly appointed Director of Mischief, said:
“I can’t believe I get to be the Director of Mischief – it’s the best job ever! I love Edinburgh and I have so many secrets to share. We’re going to find all the best places to play and have loads of fun and I can’t wait to help other kids make their holiday magical!”
Mafalda Albuquerque, General Manager at Virgin Hotels Edinburgh, said:
“We are absolutely thrilled to welcome Demi to our team as the first-ever ‘Director of Mischief’. Her creativity and passion for adventure are infectious and she perfectly embodies the playful spirit we have been looking for. Demi’s perspective will be invaluable in helping us show that our youngest guests’ opinions on fun are what matter most, ensuring families visiting Edinburgh create truly special, joy-filled memories together.”
Coming this spring, the hotel will unveil a range of family friendly rooms, including a ‘magical’ family suite inspired by the street rumoured to have sparked Diagon Alley.
Alongside this, the hotel’s very own children’s storybook is in the works, tarring its beloved hotel dog, Bonnar, and a fearless young adventurer (who has more than a hint of Demi’s mischievous spirit).
This magical initiative is made even more special through a partnership with the experts in wonder, Museum Context – granting Demi an exclusive after-hours VIP visit to explore its trove of enchanted objects, curious trinkets and wizard-worthy keepsakes.
Tweet Share on Facebook
