Dive Brief:
- Luxury hospitality brand Viceroy, which operates hotels and residences worldwide, has launched a rebranding initiative aimed at positioning itself as “a leading authority in travel,” focused on design, intuitive service and storytelling, the brand announced Wednesday.
- In line with the rebrand, Viceroy will debut refreshed visual branding across all of its destinations and revamped digital platforms, according to the company. Viceroy plans to grow its hotel and residences portfolio as well.
- Experiential storytelling will be central to Viceroy’s brand evolution, according to Viceroy. The rebrand will introduce new experiential amenities tailored to each property, as luxury travelers increasingly seek unique offerings.
Dive Insight:
Viceroy properties will offer stays “enriched with curated experiences and multi-sensory moments that immerse guests in the culture, adventure, and beauty of each unique destination,” according to the brand. The new approach “offers guests the chance to deeply connect with their surroundings.”
“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 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.”
While Viceroy already offers tailored experiences for hotel guests, the brand said it will evaluate further innovations across food, beverage and wellness in the coming months.
According to Viceroy, locally led guest experiences will range from glass blowing and surfing to music production, wine blending and regional cooking. For the increasing number of travelers seeking wellness offerings, it will have “treatments designed to deepen connection to the local culture and surroundings.”
Viceroy plans to open new hotels and residences worldwide as well, though the brand declined to share with Hotel Dive exact destinations. Currently, Viceroy has 10 hotels worldwide, including across the U.S. in Snowmass Village, Colorado; Santa Monica, California; Washington, D.C.; and Chicago.
Viceroy’s rebranding comes as the luxury segment sees “insatiable demand from consumers” who increasingly seek the unique and experiential amenities luxury hotels can offer, hospitality pros shared at this year’s Lodging Conference. Marriott International’s luxury W Hotels brand similarly underwent a brand evolution in recent years to meet this changing traveler demand.
