Expansion & Growth Viceroy Hotels & Resorts is actively expanding its luxury portfolio and recently appointed a new CEO in 2025, signaling a strategic drive for global growth. This presents opportunities to engage in enterprise-level partnerships, corporate rates programs, and multi-property incentive packages as they seek to scale luxury experiences.

Luxury Partnerships Recent collaborations like the More Than Matcha pop-up and ongoing brand experiences indicate a willingness to co-create premium guest experiences. Sales teams can propose co-branded amenities, experiential packages, and pop-up collaborations with premium wellness, lifestyle, and beverage partners.

Market Position With Travel + Leisure top brand recognition and MICHELIN Guide mentions, Viceroy sits in the upper-tier luxury segment. Target enterprise clients for luxury corporate events, high-end incentives, and exclusive meeting spaces across multiple destinations.

Cultural & DEI Focus Viceroy emphasizes diversity, equity, and inclusion, which can align with corporate social responsibility goals. Prospects can be approached with sustainability and inclusion-focused programs, supplier diversity opportunities, and community-centric event planning.

Technology & Global Reach The brand utilizes a modern tech stack for marketing and digital experiences and operates across diverse global destinations. Opportunities exist to offer advanced event tech, custom website localization, targeted digital campaigns, and loyalty initiatives to drive direct bookings and group sales.