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Viceroy Hotels Founder Spins off Avalon Hotel Brand Under Proper Hospitality Banner | skift.com

Proper Hospitality group is launching the new Avalon Hotels brand today with two properties: Avalon Hotel Beverly Hills and Avalon Hotel Palm Springs. Proper Hospitality is itself a new hotel and lifestyle company that just launched in January [click here for our story]. Brad Korzen, CEO and founder of Proper Hospitality, was the original CEO/founder of the Viceroy Hotel Group, which he departed in 2012.

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Skift is the largest industry intelligence and marketing platform in travel, providing news, information, data and services to all sectors of the world's largest industry. Skift identifies and synthesizes existing and emerging trends, in its daily coverage of the global travel industry and through its Skift Trends Reports. Skift produces Skift Global Forum annually to bring together over 500 of the most influential professionals in the...

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We began with a basic premise: that every city needs a proper place to stay. Our hotels and residences offer bold explorations of uncommon luxury layered with west-coast design, wellness, service, and culture. From the elevated and often surprising interiors imagined by Kelly Wearstler. From the sense of immersion within, and connection to the vibrancy of, the local culture. From the highly curated amenities and product offerings.