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

The new structure is an evolution for the modern luxury hotel brand as it continues to create unique and diverse experiences.

“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, Viceroy Hotel Group. “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 Viceroy Icon Collection has endless dramatic flair. The luxurious properties are set in breathtaking destinations, allowing guests to experience adventure and anticipation at every turn. Properties encompass exclusive experiences and resort-style offerings like Sugar Beach, A Viceroy Resort, a star of the Caribbean and located on an acclaimed UNESCO World Heritage site; Viceroy L’Ermitage Beverly Hills, the epitome of glamour and a celebrity haven; and Viceroy Palm Jumeirah Dubai, the most sought-after Palm Jumeirah address, opening March 31.

The Viceroy Lifestyle Series hotels revolve around the needs and desires of the modern traveler. The hotels are stylish, provocative and progressive, bringing edge to the luxury category. The series hotels include Viceroy Santa Monica, with buzzing nightlife in the heart of Santa Monica; and Viceroy Central Park New York, harnessing the city’s remarkable energy and providing limitless opportunities for exploration.

The Urban Retreat Collection is bold and eclectic. The series is made up of boutique hotels, each unique, encapsulating local spirit and energy. The hotels carry the Viceroy’s signature style and service. The series includes Hotel Zelos San Francisco, a downtown residential retreat with a buzzed-about restaurant and bar social scene; Hotel Zeppelin San Francisco, a fusion of the city’s counterculture tradition and contemporary hospitality; and Cassa Hotel New York, a stylish, modern haven for travelers in the center of the city.