Viceroy Hotels: A New Era of Luxury and Local Experience
On the heels of a complete visual rebranding, Viceroy Hotels is setting its sights on attracting well-traveled guests to experience its 11 luxury lifestyle properties worldwide. With a diverse portfolio that spans ski lodges, beach resorts, and city center stays, Viceroy is redefining luxury hospitality by emphasizing a boutique hotel vibe and local programming.
A Fresh Identity
Viceroy Hotels first opened its doors in 2000 with the launch of Viceroy Santa Monica, coinciding with the rise of luxury lifestyle hotels. Over the years, the brand has become synonymous with high-end experiences, boasting standout properties like Viceroy Snowmass, Riviera Maya, Los Cabos, Washington, D.C., and Chicago, as well as Sugar Beach: A Viceroy Resort. However, the company faced challenges in recent years, losing its direction under the ownership of a sovereign fund. In 2022, Highgate, a New York-based hospitality management and investment company, acquired Viceroy, bringing renewed focus and resources to the brand.
Backed by Highgate
The partnership with Highgate has proven to be a game-changer for Viceroy. With access to a robust global platform of over 470 hotels, Viceroy now enjoys the support that many small lifestyle brands lack. This backing allows for enhanced trade sales and development opportunities. Mark Keiser, Viceroy’s president of development, emphasizes the strength of their relationships within the travel marketplace, stating, “The magic of Viceroy being powered by Highgate is that we’re backed up by a 470-plus hotel global platform.”
In addition to corporate support, Viceroy has established a dedicated sales team that actively engages with travel advisors through trade conferences and familiarization trips, ensuring that the brand remains top-of-mind for luxury travelers.
Authentic Local Programming
A cornerstone of Viceroy’s renewed identity is its commitment to authentic local programming. The recent rebranding features unique logo designs for each property, reflecting the distinct character of their respective destinations. Jessica Luzzi, Viceroy’s SVP of brand marketing, notes that today’s travelers are not just looking to unplug; they seek to reconnect with themselves and the places they visit.
Viceroy’s properties offer curated experiences that immerse guests in local culture. For instance, a tequila tasting at the Riviera Maya property showcases regional products that are difficult to find elsewhere. Dining experiences are inspired by local cuisine, and sustainability initiatives are tailored to the specific needs of each destination. Luzzi emphasizes the importance of creating memorable moments that go beyond traditional luxury hospitality.
Mindful Expansion
Looking ahead, Viceroy is focused on expanding its portfolio thoughtfully. The brand recently announced the opening of Viceroy at Ombria Algarve in October 2024, a resort designed to resemble a vibrant village with 141 guest rooms, suites, and residences. This property features a range of amenities, including multiple swimming pools, a Kids Club, a spa, and diverse dining options. Keiser highlights that Ombria Algarve has quickly risen to become one of the top five hotels in Portugal, marking a significant milestone for the brand.
In addition to Ombria Algarve, Viceroy is preparing for the anticipated opening of The Harriman, a Viceroy Resort, in Sun Valley, Idaho, in June 2026. This will be the area’s first luxury hotel, featuring 73 guest rooms and 12 penthouse residences with breathtaking views of the Rocky Mountains. Keiser believes that Viceroy’s established reputation in skiing will attract loyal customers from Aspen to explore this new destination.
Conclusion
Viceroy Hotels is embarking on an exciting journey of transformation, blending luxury with local authenticity. With the backing of Highgate and a renewed focus on cultural immersion, Viceroy is poised to redefine the luxury travel experience. As the brand expands thoughtfully into new markets, it remains committed to offering guests unique experiences that foster a deeper connection to the destinations they visit. Whether you’re seeking a serene beach getaway or an adventurous ski retreat, Viceroy Hotels promises to deliver unforgettable moments that resonate long after your stay.
