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Viceroy Introduces New Brand Tiers

(March 2017) posted on Fri Mar 24, 2017

LA-based luxury hotelier segments portfolio


Viceroy Hotel Group (VHG) is dividing its 19-hotel portfolio into three new tiers: The Viceroy Icon Collection, The Viceroy Lifestyle Series and Urban Retreat Collection. The Los Angeles-based luxury brand says the updated structure will  make finding the right property easier for guests.

Hotel Zeppelin
Hotel Zeppelin, San Francisco, which is now part of VHG’s new Urban Retreat Collection tier. Photo: Douglas Friedman

“We celebrate the differences in our portfolio and know that our guests love diversity, authenticity and personality,” says Kelly Kang, assistant vice president of brand management at VHG. “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 new tiers are:

The Icon Collection, which the company describes as having “dramatic flair” and consisting of properties in “breathtaking destinations.” Those resort-style offerings include the soon-to-open Viceroy Palm Jumeirah Dubai, as well as the five-star Viceroy L'Ermitage Beverly Hills in California and the luxury Sugar Beach, A Viceroy Resort in the Caribbean.

The Lifestyle Series, which the hotelier says is designed to appeal to modern travelers and consists of “attitude-led destinations” with a “playful edge.” That tier will include such properties as California’s Viceroy Santa Monica and Manhattan’s Viceroy Central Park New York.

The Urban Retreat Collection, which is made up of locally inspired, one-of-a-kind boutique hotels. Those properties “encapsulate local spirit and energy, and wink at rebellion,” according to the company. The tier’s portfolio will include Hotel Zelos and Hotel Zeppelin in San Francisco, as well as Cassa Hotel New York near Times Square.

VHG’s vice president, acquisitions and development, Sagar Desai, will speak on the “Brand Central” session at the Boutique Design West (BDwest) trade fair/conference on April 5.


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