Viceroy Hotels & Resorts has launched a rebranding of its properties across the world, marking the beginning of a new chapter in luxury travel.
This transformation includes revitalised visual branding and revamped digital platforms across all destinations. The new brand strategy introduces unique experiences for every property, with storytelling at its core.
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Viceroy Hotels & Resorts brand marketing senior vice president Jessica Luzzi said: “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.”
Viceroy has also unveiled new logos and custom ‘O’ emblems representing each property’s culture and elements, from the mythological Mayan Tree of Life to Washington DC’s obelisk and Saint Lucia’s landscapes.
In addition, the relaunch will also see the introduction of new hotels and residences, which started with the Viceroy at Ombria Algarve, which opened last month.
Located in the Eastern Algarve, this property offers 141 guest rooms, suites, and residences, six restaurants, a spa, and a golf course.
The property is claimed to serve as the blueprint for the new brand vision, emphasising locally led guest experiences.
Offerings include a honey-making journey with a local beekeeping family, a culinary adventure with Chef Pedro Pinto, and a pottery workshop with a ceramic artist. Guests can also enjoy horseback trail rides, wine tastings, and outdoor adventures.
Guests can explore different activities at each destination, with experiences such as glass blowing, surfing, music production, wine blending, and regional cooking.
For relaxation, exclusive wellness programmes offer treatments designed to connect guests with local culture and surroundings.
The programme also features ‘local legends’ tours, curated by area figures, providing insider access to cultural destinations.
