Viceroy Hotels Launches Rebrand of Its Nine Global Properties 

Viceroy Hotels & Resorts today launched a full rebranding of its nine luxury properties across the globe. 

Each Viceroy hotel now has its own logo reflecting the individuality of each destination, including Viceroy at Ombria Algarve, Portugal, that debuted in October. The rebranding highlights Viceroy’s strengthened focus on cultural experiences as part of its offerings. 

“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.” 

The new imagery includes an ‘O’ in each logo featuring a design that reflects essence of that destination – for example, the landscapes of St. Lucia and obelisk in Washington, D.C. 

Viceroy’s renewed commitment to curated experiences means guests will likely have more opportunities to engage with local culture without having to go off property. For example, at the newly opened Viceroy Algarve, there will be honey-making led by local beekeepers, culinary classes with a local chef, and a pottery workshop taught by a local ceramicist. 

“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. “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.” 

Other experiences at Viceroy properties include horseback riding and bicycle tours, glassblowing, surfing, regional cooking and wine tastings, and more.