Luxe Viceroy sets out on global brand relaunch and expansion into Portugal

Viceroy, a chain of luxury hotels and branded residential developments around the world, is debuting a new look this week.

The brand’s global brand relaunch started its first phase Wednesday with a refreshed visual look on its digital platforms, as well as property-specific experiences.

New logos and property-specific “O” emblems within the Viceroy nameplate are also rolling out. They are meant to be a nod to Viceroy’s storytelling roots. So, expect to see nods to the Washington Monument at Viceroy Washington DC and the Mayan Tree of Life at Viceroy Riviera Maya.

The brand relaunch also coincides with the opening of Viceroy at Ombria Algarve, a new hotel in Portugal’s Algarve region.

“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, Viceroy’s 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.”

Viceroy at Ombria Algarve is seen as a preview of what’s to come at the broader brand. The property features 141 guest rooms, suites and residences, as well as six restaurants, a spa and a golf course. The Portuguese property is meant to reflect Viceroy’s new “rich, locally led guest experiences” ethos by featuring opportunities like a honey-making journey, a culinary adventure through the local Loule market, a pottery workshop and a horseback trail ride through Aldeia da Tor.

Local experiences like those at Viceroy at Ombria Algarve will now be a focal point across the entire Viceroy portfolio, from glassblowing to surfing to music production. The new program will also feature “local legends” tours curated by prominent local figures.

“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, Viceroy’s 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.”

While Viceroy is a global brand, those in the U.S. can experience it a little closer to home at Viceroy-branded properties in Santa Monica, California; Chicago; Aspen, Colorado; and Washington, D.C. There’s also Hotel Zena Washington DC, which is still affiliated with the broader Viceroy brand group.

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