Luxe Viceroy presents the relaunch and global expansion of the brand in Portugal

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

The global brand relaunch kicked off its first phase on Wednesday with a refreshed look on digital platforms, as well as product-specific information.

New logos and the distinctive “O” inside the Viceroy nameplate also make an appearance. They’re meant to be a nod to the Viceroy’s conversational origins. So, expect to see a nod to the Washington Monument at Viceroy Washington DC and the Mayan Tree of Life at Viceroy Riviera Maya.

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

“Today’s luxury travelers want more than just luxury destinations; they want authenticity and cultural immersion, every journey an integral part of their identity,” Jessica Luzzi, Viceroy’s senior vice president of product marketing, said in a statement. “For our guests, travel is not just a place to relax; it’s an opportunity to connect with the world in a meaningful way, creating memories that resonate long after their trip is over.”

The Viceroy in Ombria Algarve is seen as a preview of what is to come for the wider brand. The property has 141 guest rooms, suites and residences, as well as six restaurants, a spa and a golf course. The Portuguese site aims to showcase Viceroy’s new “rich, tourist-led” culture by showcasing opportunities such as a honey-making tour, a food tour through Loule’s local market, a pottery workshop and horseback riding through the Aldeia da Tor.

Local experiences like the one at Viceroy in Ombria Algarve will now be the focal point of the entire Viceroy portfolio, from glassblowing to surfing to music production. The new program will also feature “local legends” tours chosen by prominent local people.

“Viceroy’s relaunch isn’t just about redefining our brand; it’s about transforming the travel experience to focus on what really matters to our guests,” said Tony Machado, Viceroy senior vice president and head of design. “By embracing innovative designs and sustainable practices, we aim to create spaces that allow guests to truly immerse themselves in local culture. This approach will establish Viceroy as a leader in luxury hospitality for years to come.”

Although Viceroy is a global brand, those in the US can find it closer to home at Viceroy-branded locations in Santa Monica, California; Chicago; Aspen, Colorado; and Washington, DC There is also the Hotel Zena Washington DC, which is affiliated with the wider Viceroy brand.

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