Viceroy launches global brand refresh with new Portugal hotel

Viceroy, a luxury hotel and residential development chain, has initiated a global brand relaunch. The first phase began on Wednesday with updates to its digital platforms and property-specific experiences. New logos and "O" emblems are being introduced as part of this refresh, reflecting Viceroy's storytelling heritage. These elements will feature iconic symbols such as the Washington Monument at Viceroy Washington DC and the Mayan Tree of Life at Viceroy Riviera Maya.

Coinciding with this relaunch is the opening of Viceroy at Ombria Algarve in Portugal's Algarve region. This new hotel offers 141 guest rooms, suites, and residences, alongside six restaurants, a spa, and a golf course. It embodies Viceroy's commitment to providing "rich, locally led guest experiences," offering activities like honey-making journeys and culinary adventures through local markets.

Jessica Luzzi, Viceroy's senior vice president of brand marketing, stated: "Today's luxury travelers seek more than just opulent accommodations; they seek authenticity and cultural immersion." She emphasized that travel should offer meaningful engagement with the world.