Sir Richard Branson on Saturday announced a Virgin boycott of the Beverly Hills Hotel.

ā€œNo @Virgin employee, nor our family, will stay at Dorchester Hotel until the Sultan abides by basic human rights,ā€ Branson tweeted to his more than 4 million followers.

Virgin is the latest to join the growing momentum against the Dorchester Collection, which includes the Beverly Hills Hotel and the Hotel Bel-Air in Los Angeles, owned by the Sultan of Brunei Hassanal Bolkiah, who has ruled oil rich Brunei since 1967.

On Thursday, Bolkiah's government will begin phasing in a version of Shariah law which will allow punishments such as flogging, amputation of limbs and stoning for various offenses. In a phase expected to take effect next year, people convicted of gay relations could be sentenced to death by stoning.

The Human Rights Campaign (HRC), the nation's largest LGBT rights advocate, on Friday called on organizations to avoid the hotels.

Last month, openly gay Ellen DeGeneres messaged: ā€œI won't be visiting the Hotel Bel-Air or the Beverly Hills Hotel until this is resolved.ā€