Viceroy unveils extensive rebrand across portfolio

Viceroy Hotels & Resorts has unveiled an extensive rebrand as it heralds a “new era” for its portfolio of properties.

The hotel group said the relaunch “redefined” the brand, with a renewed focus on “storytelling, cultural immersion, and experiential luxury”.

Viceroy has introduced refreshed visuals across its digital platforms as well as a new collection of logos and new activity offerings at each of its 10 properties. 

The relaunch will also see Viceroy add an “array” of new hotels and residences – the first of which, Viceroy at Ombria Algarve, opened on October 1 with 141 rooms, six restaurants, a spa and golf course. The hotel offers a range of activities including honey making, pottery workshops and horse riding. 

Other Viceroy properties will offer experiences such as glass blowing, wine blending and surfing. The brand will also introduce ‘local legends’ tours, which will give guests an insight into the destination they’re visiting. 

Jessica Luzzi, Viceroy’s senior vice-president of brand marketing, said: “For our guests, travel is not just a getaway, it’s an opportunity to engage with the world in a more meaningful way and to create memories that resonate long after their trip ends.”

The group’s senior vice-president and head of design, Tony Machado, 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.”