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Worldwide: Luxury boutique brand Viceroy Hotels & Resorts has launched a global rebrand with a focus on local guest experiences.
The brand relaunch includes refreshed visual branding across all nine open and future locations, as well as revamped digital platforms.
Curated guest experiences, ranging from activities such as music production to ‘local legends’ tours and wellness programs, will also be introduced at each property.
Viceroy’s latest opening, located within the sustainable development Ombria in the Algarve, Portugal, served as the blueprint for the group’s portfolio-wide rebrand. The 141-key property features six dining venues, a spa and a golf course, as well as activities including honey making, pottery, horseback trails, and more.
Jessica Luzzi, senior vice president of brand marketing at Viceroy Hotels & Resorts, 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.”
Tony Machado, senior vice president and head of design at Highgate, which owns the Viceroy brand, added: “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.”
Appeared first on: boutiquehotelnews.com
