Viceroy Hotels debuts narrative-driven brand identity

November 14, 2024

The high-end lodging label will also expand its presence with new openings around the world. Image credit: Viceroy/Letizia Cigliutti

By Zach James

Luxury hospitality group Viceroy Hotels & Residences is ushering in its next chapter.

This week, the company unveiled the first phase of its brand relaunch, which refocuses Viceroy’s operations on cohesive storytelling across its global properties and digital platforms, such as social media. Heightened experiential offerings are also a part of the refresh, with more food, beverage and wellness updates planned for the months ahead.

“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,” said Tony Machado, SVP and head of design at Viceroy Hotels & Residences, in a statement.

“By embracing innovative design and sustainable practices, we aim to create spaces that allow guests to genuinely immerse themselves in the local culture,” Mr. Machado said. “This approach will establish Viceroy as a leader in luxury hospitality for years to come.”

Scenic signature
All of Viceroy’s properties around the world are receiving tailored takes on the refresh, with logos and brand identifiers unique to each location.

For example, the symbol for Viceroy Washington, D.C. sports the silhouette of the towering Washington Monument. Each of the bespoke icons is housed within the new, custom Viceroy “O” shape emblem.

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A post shared by Viceroy Hotels & Resorts (@viceroyhotels)

Going forward, each property will offer exclusive experiential activations, all of which will be tied into the resorts’ respective local cultures and traditions. This has already begun at the new Viceroy at Ombria Algarve location, which opened on Oct. 1, 2024.

Situated among the foothills of southern Portugal, the group’s latest hospitality epicenter hosts a series of experiences led by natives, including a honey-making journey, a culinary journey alongside Chef Pedro Pinto, pottery workshops and trail rides, among other gastronomic delights.

Soon, newly crafted activations will launch at Viceroy properties around the globe, ranging from downtown Chicago to the mountains of Serbia. Experiential offerings are at the forefront of the high-end travel industry, with nearly half of affluent consumers seeking the sector out over more traditional luxury buys (see story).

Moving forward
Since launching with the debut of Viceroy Santa Monica almost 25 years ago, the group has grown exponentially, with further expansion planned in the coming months and years under the fresh rebrand.

Currently, nine properties operate under the company’s leadership, though more are expected to be revealed in the near future.

The company plans to set each of its locations apart from each other with themed experiences and tailored iconography. Image credit: Viceroy

“Today’s luxury travelers seek more than just opulent accommodations; they seek authenticity and cultural immersion, with every journey forming an integral part of their identity,” said Jessica Luzzi, SVP of brand marketing at Viceroy Hotels & Residences, in a statement.

“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.”

The growing high-end hospitality brand is far from the only name in the space shifting its strategy to account for consumer demand.

Last month, hotel company Mandarin Oriental unveiled its updated growth plan, announcing its intention to double its luxury presence in the next ten years, with openings in Middle East, Japan and North America. Wellness, another influential industry trend, is at the forefront of its offerings, with updated rejuvenating programming set to release soon (see story).

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