Viceroy Hotels & Resorts has recently rebranded to focus on providing luxury experiences that are both top-tier and locally immersive. The brand aims to offer unique and authentic experiences that showcase the destination in which they are located, rather than a generic luxury experience that can be found anywhere. Viceroy emphasizes quality control and vetting of experiences to ensure that guests have a memorable and immersive stay.
One of Viceroy’s flagship locations for experiential luxury is Viceroy at Ombria Algarve, which offers activities such as guided beekeeping experiences, pottery workshops, and trail rides in the mountains. The brand is also exploring partnerships in Florida to cater to sports fans and travelers interested in live tourism, offering behind-the-scenes access and themed activities related to sports teams or cultural institutions. Guests will have the opportunity to participate in these activities for an additional fee, enhancing their overall stay.
The rebranding of Viceroy was supported by Highgate, a leading U.S. hotel management company, and marks a shift in strategy for the brand. Viceroy is now focusing on creating a unified brand narrative while still maintaining the distinct character of each property. Custom emblems have been created for each location to showcase its unique identity, such as incorporating the Washington Monument into the branding for the Washington, D.C. location. The brand is also working on selective capital upgrades for older properties to meet Highgate’s vision for consistent quality.
In addition to the hotel properties, Viceroy is also focusing on providing experiential luxury for owners of its branded residential properties. The brand aims to develop a unique value proposition that goes beyond traditional perks for owners, offering them exclusive experiences and opportunities to enhance their travel and local experiences. Viceroy’s goal is to create a cohesive and immersive luxury experience for guests and residents alike, focusing on quality and authenticity in all aspects of its offerings.
The rebranding of Viceroy has been a multi-phase process, with the initial phase focusing on operations and the current phase centered on brand positioning and demonstrating results to owners. The final phase will involve selective capital improvements, with older properties potentially needing upgrades to meet the brand’s standards. Despite some properties leaving the system since Highgate took over, Viceroy remains committed to providing a top-tier luxury experience with a focus on quality, authenticity, and immersive experiences.
Overall, Viceroy Hotels & Resorts is redefining luxury hospitality by prioritizing experiential luxury and local immersion in their brand offerings. The focus on quality control, unique experiences, and bespoke offerings sets Viceroy apart in the competitive luxury hotel market. With a renewed commitment to brand unity and consistent quality, Viceroy aims to provide guests and residents with unforgettable and locally immersive experiences that showcase the best of their destinations.
