Viceroy Hotel Group Introduces Three Brand Tiers

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Pool cabana at Viceroy L’Ermitage Beverly Hills.
Pool cabana at Viceroy L’Ermitage Beverly Hills.

Viceroy Hotel Group (VHG) has segmented its portfolio into three tiers—The Viceroy Icon Collection, The Viceroy Lifestyle Series and The Urban Retreat Collection—to help travel advisors more easily differentiate which Viceroy destination fits into their clients’ travel plans.

The Icon Collection properties are set in picturesque locations and offer exclusive experiences and resort-style offerings. These include, but are not limited to, Sugar Beach, A Viceroy Resort, located on a UNESCO World Heritage site in Saint Lucia; Viceroy L’Ermitage Beverly Hills; and Viceroy Palm Jumeirah Dubai, which opens March 31, 2017.

Meanwhile, The Lifestyle Series hotels revolve around the needs of the modern traveler, and include properties such as the Viceroy Santa Monica, a trendy hotspot with a buzzing nightlife, and Viceroy Central Park New York, located among the bustle of midtown with a rooftop bar overlooking Central Park.

Corner King guestroom at Hotel Zelos San Francisco.
Corner King guestroom at Hotel Zelos San Francisco.

The Urban Retreat Collection is made up of boutique hotels, each reflecting the local spirit and energy of their destination. The series includes Hotel Zelos San Francisco, a downtown residential retreat; Hotel Zeppelin San Francisco, playing off of San Francisco’s counterculture tradition; and Cassa Hotel New York, a stylish, modern haven for travelers that like to stay within the city’s vibrant pulse. For more information, visit

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