Viceroy Hotels Appoints Arash Azarbarzin CEO, Expands Global Footprint

Published on December 9, 2025

Viceroy Hotels and Resorts, a renowned name in the luxury and lifestyle hospitality sector, has appointed Arash Azarbarzin as its new Chief Executive Officer (CEO). This move signals a fresh chapter in the brand’s ambitious global expansion strategy. Azarbarzin, with more than four decades of experience in high-end hospitality, is set to guide the brand into new markets, enhancing Viceroy’s commitment to offering immersive luxury experiences in key global destinations.

Viceroy’s expansion strategy aims to increase its global footprint, bringing its signature hospitality and innovative approach to a variety of international locations. Notably, the brand is set to make a mark in Africa, Europe, and North America, with several new properties in the pipeline. This strategy aligns with the growing demand for high-end, culturally immersive travel experiences, with a focus on sustainability, innovative design, and wellness offerings that appeal to a diverse global audience.

Key Expansions in Africa, Portugal, and the US

Among Viceroy’s key expansions is a partnership with African Bush Camps, which will see the development of three safari lodges in Botswana and Zambia. These new lodges will offer luxury accommodations in prime wildlife destinations, providing travelers with exclusive access to Africa’s natural beauty and rich wildlife. This expansion taps into the growing trend of luxury safaris, where visitors seek both adventure and comfort in the heart of nature.

In addition to its African ventures, Viceroy is making a significant entrance into Europe with the opening of Viceroy at Ombria Algarve, a luxury resort located in Portugal. This property is designed to highlight the region’s stunning natural landscapes and rich cultural heritage, attracting tourists seeking both relaxation and authentic local experiences. Portugal’s appeal as a top tourist destination in Europe is expected to be amplified by the addition of this luxurious new property.

Meanwhile, in the US, Viceroy will soon bring its distinctive brand of hospitality to Sun Valley, Idaho, with a resort slated for a 2026 opening. Known for its world-class ski slopes and exclusive mountain lifestyle, Sun Valley is one of America’s most sought-after luxury destinations. The Viceroy Resort will elevate the region’s appeal to upscale travelers, blending luxury with outdoor adventure.

Global Expansion Focused on Emerging and Established Luxury Markets

Viceroy’s growth strategy also includes expanding into well-known tourist destinations such as Mexico’s Playa del Carmen and Puerto Vallarta, as well as iconic locales like Waikiki Beach, Puerto Rico, New York City, and the Hudson Valley. This expansion will help to diversify Viceroy’s portfolio, providing a mix of beach resorts, urban retreats, and cultural havens across different continents. With these moves, Viceroy is poised to capture the growing demand for luxury travel in both emerging and established markets.

The addition of these new properties is a direct response to the increasing interest in travel experiences that merge high-end service with local culture, adventure, and wellness. In an era where travelers are seeking more personalized and immersive experiences, Viceroy’s new offerings promise to meet these demands with their commitment to authenticity, sustainability, and exceptional service.

Strategic Leadership to Drive Innovation in Hospitality

Azarbarzin’s leadership is seen as a crucial element in Viceroy’s rebrand and international growth. His previous experience includes leading SH Hotels and Resorts and being a founding member of sbe Hotel Group, where he was instrumental in shaping the lifestyle hospitality movement. With a focus on sustainability and community impact, Azarbarzin is expected to drive innovation in the luxury sector, integrating eco-conscious practices into the company’s operations while continuing to provide high-end, personalized guest experiences.

Viceroy’s leadership team is also bolstered by several strategic hires, including Patrick Pahlke as Chief Commercial Officer, Shel Buhler as Vice President of Food and Beverage, and Megan Mulholland as Senior Vice President of Brand Marketing and Wellness. Together, this team will oversee the brand’s global marketing strategy, food and beverage innovations, and wellness initiatives, further solidifying Viceroy’s position as a leader in experiential luxury hospitality.

Viceroy’s Vision for the Future of Luxury Travel

Looking ahead, Viceroy Hotels and Resorts remain committed to its mission of redefining luxury travel. The brand’s expansion into new regions, such as Africa and Europe, coupled with its presence in iconic North American destinations, will offer travelers a unique blend of luxury, adventure, and culture. As the global travel market continues to evolve, Viceroy’s ability to provide immersive and sustainable experiences will ensure its place at the forefront of the hospitality industry.

Through its strategic expansions and visionary leadership, Viceroy is poised to redefine what it means to offer true luxury, ensuring that each new destination becomes a memorable part of the traveler’s journey.