Viceroy Launches New Brand Tiers


Viceroy Hotel Group today announced the segmentation of its portfolio into three tiers: The Viceroy Icon Collection, The Viceroy Lifestyle Series and Urban Retreat Collection.

The group says the new structure is a natural evolution for the modern luxury brand, and that it will help guests find what they are looking for more easily.

“We celebrate the differences in our portfolio and know that our guests love diversity, authenticity and personality,” said Kelly Kang, AVP 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 Icon Collection features properties with a dramatic flair set in breathtaking destinations, including Sugar Beach, A Viceroy Resort in St. Lucia, Viceroy L’Ermitage Beverly Hills and Viceroy Palm Jumeirah Dubai.

The Lifestyle Series hotels revolve around the “needs and desires of the modern traveler.”

Locations include Viceroy Santa Monica and Viceroy Central Park New York.

The Urban Retreat Collection is made up of boutique hotels, each with their own identity.

Locations included Hotel Zelos San Francisco, Hotel Zeppelin San Francisco, and Cassa Hotel New York.