DUBAI, UAE—Viceroy Hotel Group will join Global Hotel Alliance (GHA) as its latest member brand, expanding the alliance’s presence in North America, the Caribbean, Indian Ocean and the Middle East, with some of the brand’s properties being incorporated into the Ultratravel Collection, in addition to Viceroy’s Urban Retreat properties in San Francisco and New York City.
Positioned as a full-service, modern, luxury hotel brand, Viceroy is the flagship brand of Viceroy Hotel Group, delivering an array of five-star hotels and resorts located across the world. With hotels in five locations globally— Mexico, U.S., Caribbean, Maldives and UAE—and future properties located in the Middle East, Portugal and Colombia, Viceroy’s collection of hotels and resorts further enhances GHA’s current portfolio.
Chris Hartley, GHA’s CEO, said, “Viceroy Hotel Group joins us at an exciting time, not only as we continue to strengthen our presence in some of the world’s most sought-after destinations, but also just as we relaunch our Discovery loyalty program, with a stronger emphasis on the individuality of our member brands. We feel privileged to have Viceroy’s prestigious properties included within our portfolio, both under GHA as well as Ultratravel Collection; and we are now able to offer our 5.4 million Discovery members an even larger variety of hotels to choose from.”
Bill Walshe, Viceroy Hotel Group CEO, added, “GHA is a unique proposition, co-created with real travelers seeking timely and authentic recognition. As a leader in modern luxury hospitality, it is Viceroy’s privilege to join a movement that believes in the personal currency of lifelong memories as the ultimate expression of loyalty. We are proud to join such an extraordinary collection of hotel brands, and we look forward to collaborating with them to deliver amazing experiences to guests from across the globe.”
The integration of Viceroy Hotels & Resorts into GHA and Ultratravel Collection will be completed by the beginning of April, bringing GHA’s network to over 550 hotels and 31 independent brands.