Viceroy Hotel & Resorts has joined the Global Hotel Alliance of independent hotel chains.
Los Angeles-based Viceroy currently operates a range of 11 five-star properties in the US, Mexico, Caribbean, Indian Ocean and Abu Dhabi. It also includes two Urban Retreat boutique properties in San Francisco and New York.
The group is also planning to open new Viceroy-branded hotels in Los Angeles, Chicago, Portugal, Turkey and two properties in Dubai.
Viceroy Hotel Group CEO Bill Walshe said: “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.”
GHA’s chief executive officer Chris Hartley said the move strengthened the alliance’s presence in markets such as the US and Middle East.
“We feel privileged to have Viceroy’s prestigious properties included within our portfolio, both under GHA, as well as the Ultratravel Collection,” he added.
GHA is also relaunching its Discovery loyalty programme with the aim of creating “a stronger emphasis on the individuality of our member brands”.