Viceroy Hotels and Residences has launched the initial phase of an extensive global brand relaunch.
This initiative aims to establish Viceroy as a premier authority in travel, emphasizing sophisticated design, intuitive service, and compelling storytelling—all grounded in an unwavering dedication to exceptional guest experiences, as stated by the company.
“Today’s luxury travelers desire more than just lavish accommodations; they are seeking authenticity and cultural immersion, intertwining each journey with their personal identity,” remarked Jessica Luzzi, SVP of brand marketing at Viceroy. “For our guests, travel is not merely an escape; it’s a chance to engage meaningfully with the world, creating lasting memories that extend beyond their trips.”
Central to the brand’s evolution is a commitment to experiential storytelling. Each stay is infused with curated experiences and multi-sensory moments that allow guests to immerse themselves in the culture, adventure, and beauty of each distinctive destination.
The brand relaunch includes a revitalized visual identity across all locations and enhanced digital interfaces, each tailored to reflect its unique locale. Viceroy has rolled out distinctive experiences designed for each property and introduced a series of new logos and custom ‘O’ emblems, symbolizing the culture, elements, and narratives of each location—ranging from the mythological Mayan Tree of Life to the obelisk in Washington, DC, and the natural beauty of Saint Lucia.
This relaunch will also showcase numerous new hotels and residences across the globe, beginning with the Viceroy at Ombria Algarve, which opened its doors on October 1.
Nestled in the foothills of Eastern Algarve, this property provides panoramic views of the idyllic countryside. It features 141 accommodations, including guestrooms, suites, and residences, alongside six dining options, a spa, and a golf course designed by WATG, Promontorio, and Wimberly Interiors, all reflecting authentic Portuguese culture with a modern flair.
As a model for the brand’s refreshed vision, Viceroy highlighted the creation of rich, locally inspired guest experiences at its Algarve location, including:
- A honey-making adventure guided by a local beekeeping family in the Serra do Caldeirão mountains, allowing guests to participate in a hive-to-table experience and learn about beekeeping.
- A culinary excursion to Loulé market, where guests can select fresh local ingredients for a personalized lunch or dinner prepared in collaboration with Chef Pedro Pinto.
- A pottery workshop where guests can craft their own traditional Portuguese clay pieces with a local ceramic artist’s guidance.
- Scenic horseback trail rides through the picturesque landscapes of Aldeia da Tôr.
Additional offerings include tasting menus featuring local wines and outdoor adventures like hiking and biking on designated trails. Golf enthusiasts can also enjoy an 18-hole course designed by Jorge Santana da Silva.
“Viceroy’s relaunch goes beyond redefining our brand; it aims to transform the travel experience to focus on what truly matters to our guests,” stated Tony Machado, SVP and head of design at Viceroy. “By embracing innovative design and sustainable practices, we strive to create environments that enable guests to immerse themselves in local culture genuinely. This philosophy will position Viceroy as a leader in luxury hospitality for years to come.”
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