VICEROY UNVEILS COMPREHENSIVE BRAND RELAUNCH
Discover the next chapter of Viceroy Hotels and Residences. |
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VICEROY UNVEILS COMPREHENSIVE BRAND RELAUNCH
Discover the next chapter of Viceroy Hotels and Residences. |
Category: Worldwide - Exclusive experiences
- What's new?
This is a press release selected by our editorial committee and published online for free on 2024-11-14
 Photo credit © Viceroy Hotel Group
From the iconic shores of Santa Monica and the island paradise of Saint Lucia, to the rugged beauty of Los Cabos, the urban sophistication of Chicago, and the majestic slopes of Snowmass, each Viceroy destination offers an unforgettable experience and marks the beginning of an exciting new chapter in luxury travel.
This relaunch aims to position Viceroy as a leading authority in travel, one that champions design, intuitive service, and storytelling, all grounded in a commitment to delivering exceptional guest experiences. Look for even more innovations across food, beverage, and wellness offerings in the months ahead.
At the heart of Viceroy’s brand evolution is a focus on experiential storytelling. Every stay is enriched with curated experiences and multi-sensory moments that immerse guests in the culture, adventure, and beauty of each unique destination. This approach offers guests the chance to deeply connect with their surroundings, create lasting memories, and leave with stories worth sharing.
“Today’s luxury travellers seek more than just opulent accommodations; they seek authenticity and cultural immersion, with every journey forming an integral part of their identity. For our guests, travel is not just a getaway; it's an opportunity to engage with the world in a more meaningful way, creating memories that resonate long after their trip ends”, says Jessica Luzzi, Senior Vice President of Brand Marketing.’
The new Viceroy brand redefines luxury through a transformation that includes refreshed visual branding across all destinations and revamped digital platforms, each capturing the essence of its respective locale.
The brand also introduces unique experiences tailored to each property. With storytelling at its core, Viceroy unveils a collection of new logos and custom 'O' emblems, each serving as a distinctive visual representation of the property's culture, elements, and expression—ranging from the mythological Mayan Tree of Life and Washington D.C.'s iconic obelisk to the vibrant landscapes of Saint Lucia.
The relaunch will also introduce an array of new hotels and residences worldwide, with the journey beginning at Viceroy at Ombria Algarve, which opened on October 1, 2024—offering a preview of what's to come from Viceroy.
Situated in the foothills of the Eastern Algarve, the Viceroy at Ombria Algarve offers breathtaking 360-degree views of the surrounding countryside. This new property features 141 guest rooms, suites and residences, six restaurants, a spa, and a golf course designed by WATG, Promontorio, and Wimberly Interiors to reflect authentic Portuguese culture with a contemporary twist.
As the blueprint for the company’s new brand vision, Viceroy emphasised creating rich, locally led guest experiences at its Algarve property including:
- A Honey-Making Journey, led by a local beekeeping family in the Serra do Caldeirão mountains, where guests can participate in a guided hive-to-table beekeeping experience, learn about the inner workings of hives and the art of beekeeping.
- A Culinary Adventure where guests can explore the vibrant Loulé market and select fresh local ingredients for a bespoke lunch or dinner crafted alongside Chef Pedro Pinto.
- A Pottery Workshop where guests can create their own piece of traditional Portuguese clayware with the help of a local ceramic artist.
- A Trail Ride on Horseback through the scenic landscapes of Aldeia da Tôr.
- Additional offerings include tasting menus with local wine producers and outdoor adventures like hikes and biking on property trails. Golf enthusiasts can also enjoy an 18-hole course designed by Jorge Santana da Silva.
Newly curated experiences will be a focal point for properties across the portfolio. Guests will have the opportunity to explore their passions at each of the brand's destinations with experiences ranging from glass blowing and surfing to music production, wine blending and regional cooking.
For those seeking relaxation, exclusive wellness programs will offer transformative treatments designed to deepen connection to the local culture and surroundings. The new program will also feature ‘local legends’ tours, curated by prominent area figures, which will provide insider-access to an exclusive curation of cultural destinations.
“Viceroy's relaunch isn’t just about redefining our brand; it’s about transforming the travel experience itself to focus on what truly matters to our guests. By embracing innovative design and sustainable practices, we aim to create spaces that allow guests to genuinely immerse themselves in the local culture. This approach will establish Viceroy as a leader in luxury hospitality for years to come.” - Tony Machado, Senior Vice President and Head of Design.
Historically, Viceroy has always been at the forefront of luxury travel trends. When Viceroy Santa Monica was introduced in 2000, it marked a significant shift in the luxury boutique travel landscape. Its emphasis on local culture and community engagement set a precedent for future boutique hotels, inspiring a wave of properties that prioritise individuality and authenticity over traditional luxury standards.
We invite you to join us as we prepare to unveil the new Viceroy. Experience a world where each stay becomes a thoughtfully crafted story, enriched by the insights and values of our teams and partners.
About Viceroy
With hotels and residences in Algarve (Portugal), Los Cabos (Mexico), Snowmass (Colorado), and St. Lucia (West Indies), and hotels in Riviera Maya (Mexico), Kopaonik (Serbia), Santa Monica (California), Chicago (Illinois), and Washington, D.C. Viceroy offers a fresh take on hospitality, centred on the richness of experiences and genuine connection. Viceroy is committed to creating unique and immersive experiences that allow guests to craft unforgettable narratives during their travels. Viceroy is a member of the Global Hotel Alliance (GHA) DISCOVERY, a unique loyalty program offering exclusive benefits and experiences to its members at over 550 hotels around the world.
 Photo credit © Viceroy Hotel Group
 Photo credit © Viceroy Hotel Group
 Photo credit © Viceroy Hotel Group
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