Viceroy Hotels Expands to Africa and Europe Under New Leadership of CEO Arash Azarbarzin

Published on December 14, 2025

Arash Azarbarzin is going to be the new Chief Executive Officer for Viceroy Hotels & Resorts. This is the start of a new stage in the brand’s development as it intends to expand globally. His experience is unmatched in the industry as he has worked in the luxury and lifestyle sector for over 40 years. He will be taking Viceroy to new heights as he will act in a sustainable manner, drive innovation, and create better experiences for the guests.

A Visionary Leader at the Helm

Azarbarzin’s extensive background includes leading renowned hospitality brands across the world. His appointment marks a strategic move towards expanding Viceroy’s global footprint. He will lead the brand’s vision to redefine luxury, emphasizing design, personalized service, and experiences that reflect the unique culture and beauty of each destination. Under his leadership, Viceroy is set to strengthen its position in the luxury travel market while reimagining how travelers experience high-end accommodations.

Exciting Global Expansion Plans

Viceroy is accelerating its global growth with several key projects in the pipeline. In Africa, the brand has partnered with African Bush Camps to open three luxury safari lodges in Botswana and Zambia. This venture represents a significant step in bringing Viceroy’s expertise in luxury hospitality to unique and remote locations.

In Europe, Viceroy will debut in Portugal with the highly anticipated Viceroy Ombria Algarve. This resort will celebrate the rich natural beauty and culture of the Algarve region, promising guests an immersive and authentic experience. The U.S. will also see the opening of a Viceroy resort in Sun Valley, Idaho, set to launch in Summer 2026. This project will bring the brand’s signature style to one of the country’s premier mountain destinations.

Expanding Across Iconic Destinations

Viceroy’s future expansion plans also include several destinations across the Americas and beyond. The brand will open new properties in Mexico’s Playa del Carmen and Puerto Vallarta, two popular beach destinations known for their vibrant culture and scenic beauty. Other exciting developments include new resorts in Waikiki Beach, Puerto Rico, New York City, and the Hudson Valley. These new openings will allow Viceroy to expand into both emerging and well-established luxury markets.

Rebranding and Enhancing Guest Experiences

In addition to expanding its portfolio, Viceroy will also undergo a rebranding process. Azarbarzin’s leadership will focus on refreshing the brand’s visual identity and enhancing its digital platforms. This will ensure that each Viceroy property captures the essence of its location, offering guests a truly unique experience. Key initiatives will include revamping food, beverage, and wellness offerings to align with the brand’s ethos of excellence and luxury.

Strengthening Leadership with Key Appointments

To support the company’s ambitious growth strategy, Azarbarzin has strengthened Viceroy’s leadership team. Several strategic hires have been made to ensure the brand’s transformation is carried out smoothly. New executives include Patrick Pahlke, Chief Commercial Officer, and Shel Buhler, Vice President of Food & Beverage, among others. This expanded leadership team brings expertise in commercial strategy, culinary innovation, and brand marketing, which will drive Viceroy’s continued success.

Sustainability and Community Focus

A core aspect of Azarbarzin’s leadership style is his commitment to sustainability and community impact. Throughout his career, he has worked to integrate these values into the core of hospitality businesses. At Viceroy, this focus will continue to shape the brand’s approach to growth and innovation, ensuring that its expansion efforts remain mindful of environmental and social responsibility.

What Travelers Can Expect from Viceroy’s New Era

As Viceroy moves forward under Azarbarzin’s leadership, travelers can expect a reimagined luxury experience that emphasizes immersion into the culture, nature, and beauty of each destination. The brand is committed to offering unforgettable experiences, from its world-class service to its cutting-edge wellness programs and culinary offerings.

Viceroy’s signature focus on design and storytelling will be at the heart of its new properties, inviting guests to connect deeply with the places they visit. Whether it’s exploring the wilderness of Africa, enjoying the beaches of the Caribbean, or experiencing the cultural richness of European destinations, Viceroy promises to deliver luxury like never before.

A Bright Future for Viceroy Hotels & Resorts

Under the leadership of Arash Azarbarzin, Viceroy Hotels & Resorts is poised to redefine the luxury hospitality industry. With a focus on sustainable expansion, innovative guest experiences, and a renewed commitment to excellence, Viceroy is set to become a global leader in luxury travel. For travelers seeking a mix of luxury, culture, and adventure, Viceroy will continue to be the ultimate destination for unforgettable stays.

Guide for Travelers: What’s Next for Viceroy

1. Luxury Safari Escapes – Look forward to the opening of Viceroy’s luxury safari lodges in Botswana and Zambia. These exclusive lodges offer an unparalleled chance to experience Africa’s natural wonders in style.
2. European Retreats – Viceroy’s upcoming resort in Algarve, Portugal, will be the perfect getaway for those seeking a blend of luxury and authentic regional experiences.
3. Mountain Paradise – The Viceroy Sun Valley, Idaho, opening in 2026, promises to be a luxurious mountain retreat for winter sports enthusiasts and nature lovers alike.
4. Island and City Escapes – New resorts in Mexico, Puerto Rico, and New York City are ideal for travelers looking for luxury in both urban and beachfront destinations.
5. Wellness and Culinary Innovation – Guests can expect revamped wellness and dining experiences at Viceroy properties, including state-of-the-art wellness centers and innovative food and beverage offerings.

Having Viceroy Hotels & Resorts leads by Azarbarzin is bound to create a new era for the company. With the brand’s new direction, Viceroy Hotels & Resorts will be providing new luxurious stays and experiences to customers around the globe.

source image: linkedin Arash Azarbarzin