Viceroy Hotels & Resorts has unveiled a rebranding initiative centered on “experiential luxury,” aiming to provide guests with immersive, authentic experiences tied to their destinations. Under the leadership of Mark Keiser, Viceroy emphasizes curated activities, such as pottery workshops and guided beekeeping at its flagship property, Viceroy at Ombria Algarve, distinguishing itself from competitors that outsource such offerings.

viceroy logos emblems
Viceroy’s new branding.

In Florida, Viceroy plans to integrate “live tourism” experiences, like behind-the-scenes access to sports and cultural events. Activities, such as glassblowing workshops near Viceroy Los Cabos, come with additional fees, but aim to enrich guests’ stays.

The rebrand includes a cohesive marketing campaign, supported by Highgate, which acquired Viceroy in 2023. This new strategy promotes brand unity while preserving individual property identities, such as location-specific emblems, like the Washington Monument silhouette featured in Viceroy’s Washington, D.C. property.

a guest room at viceroy chicago
A guest room in a Viceroy hotel in Chicago.

The multi-phase relaunch prioritizes operational improvements and brand positioning, with future plans for selective capital upgrades. Additionally, Viceroy aims to enhance its branded residential offerings by delivering tailored experiences that align with its experiential luxury ethos, providing owners with unique, value-driven perks.