Viceroy Hotels and Residences has unveiled the first phase of a transformative global brand relaunch.

This relaunch aims to position Viceroy as a leading authority in travel, one that champions design, intuitive service and storytelling, all grounded in a commitment to delivering exceptional guest experiences, according to the company.

“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, brand marketing, Viceroy. “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.”

At the heart of the brand evolution is a focus on experiential storytelling, she said. Every stay is enriched with curated experiences and multi-sensory moments that immerse guests in the culture, adventure and beauty of each unique destination.

The relaunch includes refreshed visual branding across all destinations and revamped digital platforms, each focusing on its respective locale. The brand has also introduced unique experiences tailored to each property. Viceroy unveiled a collection of new logos and custom ‘O’ emblems, each serving as a visual representation of the property’s culture, elements and expression—ranging from the mythological Mayan Tree of Life and Washington, DC’s obelisk to the landscapes of Saint Lucia.

The relaunch will also introduce an array of new hotels and residences worldwide, beginning with Viceroy at Ombria Algarve, which opened on Oct. 1.

Located in the foothills of the Eastern Algarve, the property offers 360-degree views of the surrounding countryside. It features 141 guestrooms, suites and residences, six restaurants, a spa and a golf course designed by WATG, Promontorio and Wimberly Interiors to reflect authentic Portuguese culture with a contemporary twist.

As the blueprint for the company’s new brand vision, Viceroy emphasized creating rich, locally led guest experiences at its Algarve property including:

• A honey-making journey, led by a local beekeeping family in the Serra do Caldeirão mountains, where guests can participate in a guided hive-to-table beekeeping experience, learn about the inner workings of hives and the art of beekeeping.
• A culinary adventure where guests can explore the Loulé market and select fresh local ingredients for a bespoke lunch or dinner crafted alongside Chef Pedro Pinto.
• A pottery workshop where guests can create their own piece of traditional Portuguese clayware with the help of a local ceramic artist.
• A trail ride on horseback through the scenic landscapes of Aldeia da Tôr.
• Additional offerings include tasting menus with local wine producers and outdoor adventures like hikes and biking on property trails. Golf enthusiasts can also enjoy an 18-hole course designed by Jorge Santana da Silva.

“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/head of design, Viceroy. “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.”

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