Why Viceroy Hotel Group is launching new brand tiers

(Viceroy Beverly Hills)

Viceroy Hotel Group is segmenting its portfolio into three tiers: The Viceroy Icon Collection, The Viceroy Lifestyle Series and Urban Retreat Collection. 

“We celebrate the differences in our portfolio and know that our guests love diversity, authenticity and personality," Kelly Kang, AVP of brand management at VHG, said in a statement. “The introduction of our new brand architecture offers an intuitive way to choose a Viceroy destination that fits the unique personality of our guests and their vibe.” 

The Viceroy Icon Collection

The Icon Collection focuses on luxury and adventure. Member properties in this category include Sugar Beach, A Viceroy Resort; Viceroy L’Ermitage Beverly Hills; and the Viceroy Palm Jumeirah Dubai (opening March 31).

The Viceroy Lifestyle Series 

With a theme of "Provocative & Progressive," the Lifestyle Series hotels are meant to have an attitude. The Lifestyle Series hotels include the 
Viceroy Santa Monica and the Viceroy Central Park New York.


Urban Retreat Collection

The Urban Retreat Collection is made up of boutique hotels, each with their own identity. The series includes the Hotel Zelos San Francisco, a downtown residential retreat with the Dirty Habit restaurant and bar social scene; the Hotel Zeppelin San Francisco; and the Cassa Hotel New York.