What Travel Advisors Should Know About Viceroy Hotels

On the heels of a complete visual rebranding, Viceroy Hotels is aiming to reel in well-traveled guests to experience its 11 luxury lifestyle properties worldwide.

From ski lodges to beach resorts to city center stays, Viceroy’s small-but-mighty portfolio runs the gamut. What they all have in common is a boutique hotel vibe and local programming. 

“A big part of the brand going forward is really leaning into the programming and helping create experiences that enable our guests to really understand the destination where we operate in,” Mark Keiser, Viceroy’s president of development, told Travel Market Report. 

Keiser and Jessica Luzzi, Viceroy’s SVP of brand marketing, spoke with TMR about what travel advisors should know about Viceroy, including its parent company support, dedication to cultural immersion, and newest openings. 

Viceroy is Highgate’s Luxury Brand 

Viceroy Hotels first launched in 2000 with the opening of Viceroy Santa Monica at a time when luxury lifestyle hotels were just beginning to trend. Twenty-five years later, some of Viceroy’s standout properties include Viceroy Snowmass, Riveira Maya, Los Cabos, Washington, D.C., and Chicago, as well as Sugar Beach: A Viceroy Resort. 

However, a few years ago, the company had “lost its way” under ownership of a sovereign fund overseas, Keiser said. So, Highgate, a New York based hospitality management, development, and investment company, that had been yearning to own a small luxury brand of its own, stepped in to buy it in 2022.  

Now, the established and experienced corporate ownership affords Viceroy support that other small lifestyle brands normally don’t have, making Viceroy favorable to work with, whether in trade sales or development.  

“The magic of Viceroy being powered by Highgate is that we’re backed up by a 470-plus hotel global platform, so the resources that we have internally are incredibly robust,” Keiser said, adding that the team has “established really strong relationships up and down through the travel marketplace, whether it’s travel agents or consortia.” 

In addition to the backing of Highgate’s wider network of industry professionals, the brand has a Viceroy-dedicated sales team that is on the road at trade conferences and hosting FAM trips for advisors throughout the year. 

Hotels Offer Authentic Programming 

Especially since last year’s rebrand, which features a different logo design for each property to showcase the destination, Viceroy has doubled down on offering activities that engage guests in local culture. 

“These travelers aren’t just looking to unplug; they want to reconnect with themselves and the places they visit,” Luzzi said. “They’re curious and intentional, drawn to design, culture, and authentic local experiences.” 

For example, guests can rest assured that a tequila tasting at the Riviera Maya property will offer only the most regional products that you wouldn’t find anywhere else. Dining and culinary events are locally-inspired, as well as its sustainability initiatives, which are unique to each destination depending on its needs. 

“We’re introducing new partnerships and creative programming that highlight the local character of each property,” Luzzi said. “It’s about offering guests experiences that go beyond what they expect from luxury hospitality: more connection to the destination, more creativity, and more memorable moments.” 

Since today’s luxury travelers are not only looking to connect with the destination, but also with themselves, Viceroy is focused on wellness offerings and has introduced The Class by Taryn Toomey, a yoga program, at select properties. 

The Brand is Growing Mindfully 

Looking to the future, Viceroy aims to “make sure we’re expanding thoughtfully,” Keiser said. Recently, this has meant opening the new Viceroy at Ombria Algarve in October 2024 and anticipating next year’s opening of The Harriman, a Viceroy Resort. 

In southern Portugal, Viceroy at Ombria Algarve resembles a small, vibrant village with its 141 guest rooms, suites, and residences spread across 24 accommodation buildings. Guest rooms and suites offer a mix of jacuzzies, terraces, pools, and balconies. The resort also features four swimming pools, a Kids Club, a spa, and six dining options. Keiser noted it has quickly become a top five hotel in the country.  

“Viceroy at Ombria Algarve represents a new chapter for our brand, leading the portfolio with a refreshed perspective on guest experiences,” Keiser said, “It is wonderful to see our vision for the brand begin to come to life in Portugal.” 

Expected to open in June 2026, The Harriman, a Viceroy Resort, will be Sun Valley, Idaho’s first-ever luxury hotel. It will feature 73 guest rooms and 12 single-level penthouse residences, all with sweeping views of Idaho’s Rocky Mountains.  

“We have a strong name in skiing, and we believe that our customers who have experienced us in Aspen will trust us to try Sun Valley,” Keiser said, “and I think they’ll be rewarded for it because there’s great skiing there, it’s a great destination.”