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

Nov. 13, 2024
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3 min read
viceroy
Luxe Viceroy sets out on global brand relaunch and expansion into Portugal
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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.

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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.

Related reading:

Featured image by VICEROY
Editorial disclaimer: Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, airline or hotel chain, and have not been reviewed, approved or otherwise endorsed by any of these entities.

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  • Solid welcome bonus

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  • Some may have trouble using Uber and other dining credits
  • You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
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  • Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
  • Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
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  • $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
  • $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
  • Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
  • No Foreign Transaction Fees.
  • Annual Fee is $325.
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