Viceroy Hotel Group has reorganized its portfolio into three distinct tiers: The Viceroy Icon Collection, The Viceroy Lifestyle Series, and the Urban Retreat Collection.
This updated brand architecture reflects the evolution of the modern luxury hotel group and its aim to deliver varied, memorable experiences across different types of properties.
“We celebrate the differences in our portfolio and know that our guests love diversity, authenticity and personality,” said Kelly Kang, assistant vice president of brand management at Viceroy Hotel Group. “This new structure makes it easier for guests to select a Viceroy destination that matches their individual tastes and mood.”
The Viceroy Icon Collection highlights properties with dramatic flair and resort-style offerings in extraordinary locations. These luxury destinations combine striking design with exclusive experiences and immersive surroundings. Examples include Sugar Beach, A Viceroy Resort, set on an acclaimed UNESCO World Heritage site in the Caribbean; Viceroy L’Ermitage Beverly Hills, known for its glamorous, celebrity-oriented ambiance; and Viceroy Palm Jumeirah Dubai, a premier address on the Palm Jumeirah.
The Viceroy Lifestyle Series targets the modern traveler seeking style, energy, and forward-thinking hospitality. These hotels deliver provocative design and a contemporary take on luxury, often located where city life and cultural moments converge. Notable properties in this collection include Viceroy Santa Monica, which offers vibrant nightlife in the heart of Santa Monica, and Viceroy Central Park New York, positioned to capture the city’s dynamic energy and endless exploration opportunities.
The Urban Retreat Collection features bold, boutique hotels that express local character and neighborhood spirit. Each hotel in this group maintains Viceroy’s signature level of service while offering a distinct, locally rooted experience. Properties in this collection include Hotel Zelos San Francisco, a downtown residential-style retreat with an active restaurant and bar scene; Hotel Zeppelin San Francisco, which blends the city’s countercultural legacy with modern hospitality; and Cassa Hotel New York, a contemporary, stylish refuge for travelers in the center of the city.
Overall, the three-tier structure provides a clearer, more intuitive way for guests to choose a Viceroy hotel that aligns with their expectations—whether they seek grand resort luxury, a trendy urban lifestyle, or a boutique, locally infused retreat.