Viceroy Hotels & Residences Names Jaimie Weiss to Drive New Digital Travel Growth and Personalised Guest Journeys

Written By: Ricky Acharjee

Ricky Acharjee

I am travel writer at Travel And Tour World with 3 years of experience covering global tourism, aviation, hospitality, and destination news. Dedicated to accurate reporting and compelling storytelling, Ricky explores the trends, innovations, and developments shaping the international travel industry while delivering engaging insights for travellers and industry professionals.

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August 25, 2026 11:18 GMT+5:30

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Viceroy Hotels & Residences has appointed Jaimie Weiss as its new Vice President of Growth & Digital, strengthening the company’s focus on digital expansion, direct customer engagement and a more personalised guest experience across its international portfolio.

In her new role, Weiss will lead Viceroy’s digital growth initiatives while driving strategies around direct bookings, digital innovation, performance marketing, customer relationship management and user experience development. She will also oversee the brand’s approach to artificial intelligence, exploring new ways technology can enhance interactions and create more tailored journeys for guests.

The appointment comes as Viceroy continues to evolve its collection of distinctive hotels, resorts and residences by using guest insights and loyalty data to deliver more meaningful and individualised travel experiences. Weiss will play a key role in helping travellers discover destinations and experiences that match their personal preferences while strengthening the connection between guests and the brand.

Her arrival follows a series of leadership changes introduced by Viceroy within the past year, reflecting the company’s broader strategy to transform its brand positioning, elevate guest programming and expand its wellness-focused offerings across its growing global portfolio.

Weiss will operate at the intersection of commercial growth and brand marketing, working closely with senior leadership to support Viceroy’s continued development. She will report to Megan Mulholland, Senior Vice President of Brand Marketing & Wellness, under the leadership of Chief Commercial Officer Patrick Pahlke and Chief Executive Officer Arash Azarbarzin.

The appointment highlights Viceroy’s commitment to combining technology, creativity and hospitality expertise to build deeper relationships with modern travellers and deliver highly personalised experiences throughout its global network.

“Jaimie brings a rare combination of luxury hospitality expertise, growth strategy and digital innovation that makes her an exceptional addition to Viceroy,” said Megan Mulholland, Senior Vice President, Brand Marketing & Wellness. “Her experience driving direct business, strengthening guest loyalty and using technology and data to create more personalized journeys will be instrumental as we continue to evolve how guests discover, engage with and return to Viceroy.”

Viceroy Hotels & Resorts has appointed Jaimie Weiss to strengthen its growth and marketing strategy, bringing more than 15 years of expertise in customer acquisition, brand loyalty, and revenue growth across luxury hospitality, travel, and consumer sectors. Before joining Viceroy, Weiss served as Senior Director of Growth & Performance Marketing at Proper Hospitality, where she managed growth initiatives across a collection of luxury hotels and lifestyle brands.

During her tenure at Proper Hospitality, Weiss focused on increasing direct bookings, improving guest retention, enhancing customer lifetime value, and expanding marketing capabilities through advanced CRM systems, performance marketing, data-driven measurement, digital platforms, and AI-powered solutions. Her leadership helped develop stronger connections between brands and travellers through technology-led marketing strategies.

Earlier in her career, Weiss led marketing, eCommerce, and customer engagement initiatives for luxury jewellery company Jean Dousset. She also held marketing positions with major hospitality and consumer brands, including IHG Hotels & Resorts and The Walt Disney Company, gaining extensive experience in global hospitality, travel, loyalty programmes, and consumer marketing. She holds an MBA from the UCLA Anderson School of Management and a bachelor’s degree from Boston University.

The appointment arrives as Viceroy continues its international growth strategy, with several major developments expanding its global footprint. Upcoming projects include Viceroy Park Avenue in New York, The Observatory, A Viceroy Resort in Sun Valley, Idaho, along with new hotel and residential developments planned across Texas, Florida, Mexico, and the Caribbean.

The luxury hospitality group has also recently achieved key expansion milestones, including the opening of Viceroy at Ombria Algarve in Portugal and a strategic partnership with African Bush Camps covering three safari lodges in Botswana and Zambia.

As Viceroy grows its portfolio worldwide, the brand continues to focus on delivering distinctive guest experiences shaped by local culture, community connections, and meaningful travel experiences designed for today’s international travellers.