Los Angeles, CA – February 15, 2022 – The entire collection of Viceroy Hotels & Resorts joins BLLA’s distinguished program for authentic boutique and lifestyle hotels. Chief Financial Officer for Viceroy, Hilda Delgado, also joins the Boutique Lifestyle Leaders Association as an Advisory Board member for 2022.

Through BLLA’s vetted application process, the following properties were accepted into the exclusive program:

Hotel Emblem San Francisco – California, USA, Hotel Zelos San Francisco – California, USA, Hotel Zena Washington DC – District of Columbia, USA, Hotel Zeppelin San Francisco – California, USA, Hotel Zetta San Francisco – California, USA, Sugar Beach, A Viceroy Resort – Soufrière, Saint Lucia, Viceroy Chicago – Illinois, USA, Viceroy Kopaonik Serbia – Raški Okrug, Serbia, Viceroy Los Cabos – Baja California Sur, Mexico, Viceroy Riviera Maya – Quintana Roo, Mexico, Viceroy Santa Monica – California, USA, Viceroy Snowmass – Colorado, USA, Viceroy Washington DC – District of Columbia, USA.

BLLA’s Founder & CEO, Frances Kiradjian, and Partner & COO, Ariela Kiradjian, are honored to welcome Viceroy Hotels & Resorts to the boutique community.

“We couldn’t be more excited to include all of these incredible boutique properties into the BLLA family and be promoted as a cherry-picked hotel on our StayBoutique booking site which follows a direct-booking procedure and chat feature for travelers,” stated Frances Kiradjian.

“We are also extremely fortunate to include Viceroy’s CFO, Hilda Delgado, on our 2022 Board of Directors. Her insight and knowledge of the boutique space will be invaluable to the association,” stated Ariela Kiradjian who leads the BLLA Board and Committees.

Hilda Delgado, who will begin her first term on the BLLA Board of Advisors, believes that “Travelers once sought familiarity and consistency. Now, they search for individual, authentic and local experiences. They gravitate to bespoke design, comfortable hospitality, and a sense of place that inspires them to connect, engage and give back. They want a story to tell. Boutique is lifestyle.”

Viceroy Hotels & Resorts will unite with the best in boutique to continue the global mission of BLLA:

To counteract corporate monotony and champion creativity. To forget the forgettable and forge the once-in-a-lifetime. To break down doors and link the most brilliant minds in the industry. To build on our now 10-year legacy of reimagining the multifaceted future of boutique—together.