Viceroy Hotels & Resorts, the California-based, destination-focused, luxury resort chain, is going through a renaissance.
The company has ambitious plans: Viceroy wants to be the global leader in the luxury hotel and branded residential industries. And they believe they’re uniquely positioned to do this.
A deal inked with Highgate in the first quarter of 2023 has afforded the small company a level of scale and distribution that only a large hospitality ecosystem could provide.
This, combined with Viceroy’s flexibility and entrepreneurial spirit, could give the hotelier a distinct advantage in the crowded luxury and lifestyle hotel segment.
Mark Keiser joined Viceroy in January 2024, less than a year after Highgate acquired the group. He’s taken on the role of President of Development and is responsible for spearheading the growth strategy at a pivotal time for the company.
He spoke to THP.News about their pipeline, the company’s design ethos, and how hotel suppliers can build a partnership with Viceroy.
What does Viceroy’s hotel pipeline currently look like?
Opening of Viceroy Ombria Algarve (Portugal) in October 2024; Expansion of Viceroy Snowmass – an additional 46 condo-hotel units opening December 2024; Opening of Viceroy New Orleans in early 2026; Opening of Viceroy Bocas del Toro (Panama) in late 2026.
What regions have you identified as ones to watch?
Our primary focus is expansion in the Americas, Europe and the Middle East and we are selectively looking at other global urban markets as well as established luxury resort markets.
Tell us more about how you choose suppliers for your upcoming projects.
We continue to educate ourselves on the best new products and consultants across the hospitality industry as well as relevant retail and residential consultants/suppliers. We are always in the market for new entrants as well as working with proven hospitality suppliers.
How would you describe the Viceroy design philosophy?
Viceroy’s design philosophy is centred on creating spaces that resonate with the essence of the local community while fostering a sense of connection and belonging.
We blend contemporary elegance with regional charm by harmonizing clean, serene design lines that celebrate local craftsmanship and traditions, we ensure that every corner of our hotel tells a story, making each stay a truly immersive and locally relevant experience.
Our design pillars focus on creating open inviting spaces that foster genuine interaction and engagement, ensuring an authentic and memorable guest journey.
How does sustainability impact your approach?
Sustainability is part of everything we do. It is not just the right thing to do, having robust sustainability practices enhances the real estate returns of the hotels we own and operate.
How do you work with suppliers to ensure sustainability best practice is followed?
Our mission is to partner with suppliers who share our commitment to sustainability. We set clear sustainability standards and integrate them into our procurement policies.
By evaluating suppliers’ environmental practices, collaborating on improvements, and monitoring compliance, we ensure that our supply chain adheres to the highest sustainability benchmarks.
Through these efforts, we aim to build long-term relationships that drive meaningful environmental and social impact.
What trends are you currently seeing in the hospitality sector?
We believe that today’s traveller increasingly wants to be hosted; to be shown the possibilities that exist within a market not exclusively within the hotel’s facilities.
This could be great cultural experiences, the best of the local cuisine, tailored wellness options, etc. We see ourselves as being a guide to the best experiences in a market whether you have 30 minutes during a business trip or several hours per day on a vacation.
What challenges do you see going forward?
The most significant challenge is continuing to attract and retain the best talent to the hospitality industry with all of the competing options in the workplace.
Our business remains one of the few industries where you can start at any level and advance to the very top of the business, and we need to continue to focus on building a vibrant workforce that takes pride in delivering the best experiences possible.
We believe we can succeed in that mission at Viceroy and will continue to invest significantly in our people and our culture.
What are Viceroy’s plans for the future?
The opening of Viceroy Ombria Algarve in October will signal a new story for Viceroy as it further expands into Europe and sets its sights on a fresh tone and approach to the guest experience globally.
Rich experiences that encourage new ways of seeing the world, will be a focal point for the repositioned brand, driving authentic connection to local culture.
Viceroy continues to see significant interest in the brand for residential offerings across the Americas, Europe and the Middle East.
We have a strong track record of providing premium pricing and an accelerated pace of sales and we believe that branded residences will be an integral part of our success going forward.
One reason we love it is that it gives us the opportunity to interact with our buyers over months and years, and to use those experiences to continue to enhance our services offering across our hotel portfolio in ways that are different from our typical hotel guests who frequent us for shorter periods of time.
