Viceroy Hotel Group announces new brand tiers

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).

Virtual Roundtable

Post COVID-19: The New Guest Experience

Join Hotel Management’s Elaine Simon for our latest roundtable—Post COVID-19: The New Guest Experience. The experts on the panel will share how to inspire guest confidence that hotels are safe and clean and how to win back guest business.

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.

Suggested Articles

Insurance companies believe that COVID-19-related losses should not be included in business interruption coverage, but the issue is far from settled.

The MMGY Global Travel Safety Barometer measures Americans’ perceptions of safety on a scale from 0 (extremely unsafe) to 100 (extremely safe).

The cards contain patented New Antimicrobial Layer technology to inhibit the growth and transmission of germs, viruses and pathogens.