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Kor Hotel Group elite brands - Viceroy and Tides
By: Nicholas Clayton
The Tides, a partner of ocean conservancy organization Oceana, and The Viceroy, with its flagship in Santa Monica, California, are two key components of the process.
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I am a passionate Los Angeles-based hotelier at the helm of the expansion of Kor Hotel Group and its elite brands, Viceroy and The Tides. Promising unparalleled destinations, inspiring design and intuitive service as trademarks of the Viceroy and Tides experiences, I am optimistic about the portfolio’s growth as the company’s vision comes to fruition. Currently with ten properties open, we anticipate an additional 22 projects to open in the next five years (our current offerings include hotels in California, Florida and Mexico). Destination resorts and projects in Anguilla, Dubai, New York, Vancouver, Vietnam and more in Florida and Mexico, are all forthcoming.
I joined Kor in late 2006, to define Kor’s brands. The Tides, grown from the iconic Tides South Beach hotel in Miami, continues to grow. This is a collection of luxury hotels and resorts offering a high level of service, ocean-inspired cuisine and design that allows guests the opportunity to revel in romance and re-connection. The Tides is a partner of ocean conservancy organization Oceana.
Our other brand is Viceroy, with its flagship in Santa Monica, California. This brand is being developed internationally to offer urban and resort properties for multi-generational guests, with features also influenced by our commitment to innovative design, intuitive service and appealing destinations. Unlike The Tides brand, Viceroy is positioned as not only a beach resort and urban setting product, but ski and cold weather destinations will complete the portfolio as well. At each Viceroy, sports clubs, dining venues, children’s and holistic wellness programs will be customized, fitting seamlessly into the hotel’s destination and adhering to Viceroy’s distinctly stylish flare. Having two brands provides guests with a clear identity of the experience and the distinct variety of world-class programs and amenities available to the guest upon check-in.
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Style is a given at any Kor project. Stylish culinary experiences are delivered keeping in mind the cultural heritage of each hotel’s destination. At The Tides Riviera Maya, for instance, guests are encouraged to learn the methods of the Maya kitchen - and all Tides have the brand signature La Marea restaurants where taste and fresh, sustainable seafood reign supreme.
THE AUTHORNick Clayton is President of Kor Hotel Group, and a shareholder in the company that was formed by its majority owner and CEO, lawyer-turned real estate pro, Brad Korzen, in 1997. www.korhotelgroup.com
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