NEW YORK—Viceroy introduced the primary section of a transformative world model relaunch, which goals to place the corporate as an authority in journey dedicated to delivering visitor experiences. Within the coming months, Viceroy could have improvements throughout meals, beverage, and wellness choices.
The core of Viceroy’s model evolution is a give attention to storytelling. Each keep could have experiences and multi-sensory moments that immerse visitors within the tradition of every vacation spot. This strategy gives visitors the chance to attach with their environment, create reminiscences, and go away with tales.
“At present’s luxurious vacationers search extra than simply opulent lodging; they search authenticity and cultural immersion, with each journey forming an integral a part of their identification. For our visitors, journey isn’t just a getaway; it’s a possibility to have interaction with the world in a extra significant manner, creating reminiscences that resonate lengthy after their journey ends,” says Jessica Luzzi, senior vp of brand name advertising and marketing, Viceroy.
The brand new Viceroy model consists of refreshed visible branding throughout all locations and revamped digital platforms. The model additionally launched experiences tailor-made to every property. With storytelling at its core, Viceroy unveiled a group of latest logos and customized ‘O’ emblems, every serving as a visible illustration of the property’s tradition, components, and expression—starting from the mythological Mayan Tree of Life and Washington D.C.’s obelisk to the landscapes of Saint Lucia.
The relaunch may even introduce new motels and residences worldwide, with the journey starting at Viceroy at Ombria Algarve, which opened on October 1, 2024. Located within the foothills of the Jap Algarve, the Viceroy at Ombria Algarve gives 360-degree views of the encircling countryside. This new property has 141 guestrooms, suites, and residences, six eating places, a spa, and a golf course designed by WATG, Promontorio, and Wimberly Interiors.
Newly curated experiences will probably be a focus for properties throughout the portfolio. Experiences will vary from glass blowing and browsing to music manufacturing, wine mixing, and regional cooking. Wellness packages will supply therapies designed to connect with the native tradition and environment. The brand new program may even have “native legends” excursions, curated by space figures.
“Viceroy’s relaunch isn’t nearly redefining our model; it’s about reworking the journey expertise itself to give attention to what actually issues to our visitors. By embracing modern design and sustainable practices, we goal to create areas that enable visitors to genuinely immerse themselves within the native tradition. This strategy will set up Viceroy as a frontrunner in luxurious hospitality for years to return,” mentioned Tony Machado, senior vp and head of design, Viceroy.
