VICEROY Hotel Group has added a new property to its growing portfolio of hotels as it takes over the management for the new Nef Bebeköy Development in Istanbul, Turkey. The Viceroy Istanbul will be its second property in Turkey and is scheduled to open in late 2013. The new property will mark the group’s foray into the European property, but second project in Turkey after the Viceroy Bodrum which is currently under development and slated to open in 2014.
“We are extremely excited to expand our portfolio into one of the most influential and sought after tourist destinations in the world” says Anton Bawab, regional president of Viceroy Hotel Group.
Spread across 10 separate buildings and over 16 acres and offering 58 guest rooms, the Viceroy Istanbul will boast spectacular panoramic views of the Bosphorus. The property will offer guests and residence luxury services including a casual and signature restaurant, banquet and meeting facilities, an outdoor art gallery, and a state-of-the-art fitness centre and spa.
Viceroy Hotels & Resorts made its foray into the Middle East when it took over the management of the luxurious Yas Viceroy on Yas Island. “We have always wanted to grow internationally and when an iconic hotel like the Yas Viceroy offered us the opportunity to finally be present in this market, we grabbed it.
The Middle East has been on our wish list and with the Yas Viceroy, we were confident it was the right choice of hotel to represent our brand.”
With 499 rooms, the Yas Viceroy remains the largest hotel in the group’s portfolio of hotels, which manage smaller urban retreats in North America and the Caribbean.
“Surely, it challenged us on some aspects of the brand. However the advantages far outweighed all the difficulties. We pride ourselves in being flexible, nimble and young and not necessarily having a hard set of rules but just guidelines that define our brand.” Bawab added that the brand is now committed to growth in the GCC and the region and we will continue to look at new opportunities with developers.
Business has remained tough for the brand in Abu Dhabi with the influx of new five-star inventory that has come into the market. “Demand had definitely shrunk, but as the city develops and the more attractions come on board, we expect to see this pick up. At Yas, we have a better proposition to offer, since we aren’t just promoting our hotel, but destination Yas Island,” he added.
Speaking about the Viceroy experience, Bawab says that the brand caters to guests seeking high-end service, elegance and glamour. “No two hotels in the portfolio are the same. But there is a very clear common thread between all our properties, which is great design, great service, innovative food and beverage experiences, indoor-outdoor interaction and location-permitting, its popularity with the local community.”