Global Hotel Alliance (GHA) announced Viceroy as its latest member brand, expanding the Alliance’s presence in North America, the Caribbean, Indian Ocean and the Middle East. Some of the hospitality brand’s properties will be incorporated into the Ultratravel Collection, in addition to Viceroy’s Urban Retreat properties in San Francisco and New York City also joining.
Positioned as a full-service modern luxury hotel brand, Viceroy is the flagship brand of Viceroy Hotel Group, with hotels in five locations globally: Mexico, US, Caribbean, Maldives and UAE and future properties located in the Middle East, Portugal and Colombia.
“Viceroy Hotel Group joins us at an exciting time, not only as we continue to strengthen our presence in some of the world’s most sought-after destinations, but also just as we re-launch our DISCOVERY loyalty programme, with a stronger emphasis on the individuality of our member brands," said Chris Hartley, CEO of GHA. "We feel privileged to have Viceroy’s prestigious properties included within our portfolio, both under GHA as well as Ultratravel Collection; and we are now able to offer our 5.4 million DISCOVERY members an even larger variety of hotels to choose from.”
The integration of Viceroy Hotels & Resorts into GHA and Ultratravel Collection will be completed by the beginning of April 2015, bringing GHA’s network to over 550 hotels and 31 independent brands.