Global hotel group Viceroy has revealed the first phase of a comprehensive brand relaunch, centering around refreshed design, intuitive service, and storytelling that emphasizes the guest experience.
The pool at Viceroy Los Cabos in Mexico
Refreshed visual branding
With enhancements in food, beverage, and wellness still to come, the reimagined Viceroy experience includes updated visual branding across its digital platforms and destinations that reflects the distinct essence of each property’s locale.
A collection of newly crafted logos and custom ‘O’ emblems now illustrate each property’s culture and character, drawing on icons like the Mayan Tree of Life, Washington D.C.’s obelisk, and Saint Lucia’s lush landscapes.
“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,” says Jessica Luzzi, Viceroy’s senior vice president of brand marketing. “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.”
New Viceroy hotels and residences
The relaunch will also introduce a range of new hotels and residences worldwide, beginning with Viceroy at Ombria Algarve, which opened in October.
Curated experiences—ranging from glass blowing and surfing to music production, wine blending, and local cooking classes—are now central to each property. The brand also introduces tours led by local icons, giving guests exclusive access to cultural destinations.
A guestroom at Viceroy Chicago
The living room at a two bedroom residence at Viceroy Ombria Algarve
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