Viceroy rebrands iconic Middle East hotel

By Real Aspen
October 26, 2011

Viceroy Hotels and Resorts today announced the rebranding of the iconic Yas Hotel in Abu Dhabi as Yas Viceroy, becoming an integral member of the Viceroy Hotels and Resorts portfolio of luxury offerings. The first Viceroy Hotel in the Middle East, the Yas Viceroy will now offer Viceroy's unparalleled signature service, unique dining concepts and a refurbished lobby by renowned design firm Poltrona Frau Emirates of Abu Dhabi.

Since assuming the management of the property, the team at Yas Viceroy has been engaged in a thorough preparation to align themselves with the Viceroy brand. The first priority for the rebranding of The Yas Viceroy Hotel is to introduce Viceroy's signature service, including staff training and collateral creation to perfect the meticulous level of service guests of Viceroy properties worldwide, such as the one in Snowmass Village, have come to expect.

The Yas Viceroy will also feature visible upgrades including a sleek new lobby. Leading international design firm Poltrona Frau Emirates has transformed the lobby by creating inviting clusters of space in which guests can lounge or work in an intimate yet open environment. The upgraded lobby is complimented with new branding, an expanded greeting area as well as improved concierge facilities to ensure guests a swift and seamless check-in process.

The hotel has also re-introduced the executive club suites with benefits that include complimentary access to the executive lounge, private check-in and checkout, among other amenities.

Underscoring the excellence of Viceroy's signature cuisine, the menus at Noodle Bar and Angar, two of the hotel's twelve contemporary restaurants, have been refreshed to reflect exquisite dining options for the most discerning Viceroy guests. Additional enhancement will be forthcoming with new culinary concepts that will elevate the dining experience for guests.

"The improvements we have already made since taking over the management of the hotel in July exemplify our dedication to immediately introducing Viceroy Hotels and Resorts' unique service standards to the Yas Viceroy," says Heiner Werdeling, General Manager of Yas Viceroy. "Over the next 12 months our guests will see both cosmetic and service changes to Yas Viceroy designed to ensure that what is already an architectural icon of Abu Dhabi becomes a standard bearer for hospitality in the region," continued Werdeling.

The changes at Yas Viceroy align it with Viceroy's brand image, which aims to bring luxury hospitality to the next level through inspiring design presence, impeccable service, innovative culinary experiences that boast an unparalleled experience for every guest.

"We are proud to have been selected to manage what has become possibly the finest and most architecturally significant hotel in the region,"said Anton Bawab, regional president of Viceroy Hotel Group. "The hotel's exceptional architecture and lavish interiors perfectly compliment the Viceroy Hotel Group's distinctive aesthetic and exemplary service standards. The expansion of Viceroy Hotel Group in the GCC region shows the continued growth of the luxurious portfolio and sets a high benchmark for new hotels to come in the region," says Bawab.

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