Viceroy launches the first phase of a global brand relaunch today. This relaunch aims to position Viceroy as a leading authority in travel, one that champions design, intuitive service and storytelling, all done in a commitment to delivering exceptional guest experiences, according to the company. The brand will introduce innovations across food, beverage and wellness offerings in the coming months.
Viceroy’s brand evolution will focus on experiential storytelling. Every stay is enriched with curated experiences and multi-sensory moments that immerse guests in the culture, adventure and beauty of each destination.
“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," Jessica Luzzi, senior vice president of brand marketing, said 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 relaunch will also introduce new hotels and residences worldwide, beginning with Viceroy at Ombria Algarve, which opened Oct. 1 in Portugal.
Located in the foothills of the Eastern Algarve, the Viceroy at Ombria Algarve has 360-degree views of the surrounding countryside. This new property has 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 vibrant 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. There is also an 18-hole golf course designed by Jorge Santana da Silva.
Newly curated experiences will be a focal point for properties across the portfolio. Experiences will range from glass blowing and surfing to music production, wine blending and regional cooking. Exclusive wellness programs will have transformative treatments designed to deepen connection to the local culture and surroundings. The new program will also feature ‘local legends’ tours, curated by prominent area figures, which will provide insider-access to an exclusive curation of cultural destinations.
“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, senior vice president and head of design. "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.”