Viceroy Hotels & Resorts markets itself as a modern luxury brand with more than 15 properties across North America, Mexico, and the Caribbean, but what does that mean for travelers researching a stay? This article traces the brand’s ownership history, leadership changes, flagship locations, and guest-reviewed reputation using official announcements, industry reports, and verified review data. We’ll help you understand whether a Viceroy property matches your travel style and budget.
Last checked: 2026-07-24
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Brand type: Luxury hotel and resort collection · CEO: Arash Azarbarzin · Founder / parent: Kor Group (founded Viceroy) · Key markets: Chicago, Santa Monica, Las Vegas, Riviera Maya, Los Cabos · Notable feature: Adult-only option at Riviera Maya · Recent brand refresh: Under new ownership as of 2023/2024
How we researched this
Last checked: 2026-07-24.
Sources reviewed: official property website (Viceroy Hotels & Resorts), neutral review platform (TripAdvisor), professional profile (LinkedIn), media announcement (Business Wire, PR Newswire), industry news (Hotel Dive, Travel Weekly), company registry (PitchBook), financial news (The Economic Times).
We did not conduct on‑site visits or interviews with Viceroy leadership. Price data is indicative and drawn from third‑party booking platforms; we did not independently verify current rates.
Viceroy Hotels at a glance
- Arash Azarbarzin named CEO in December 2025 as part of a “reimagined global expansion” (Business Wire).
- The first Viceroy property – Viceroy Santa Monica – opened in 2000, defining the brand’s modern luxury positioning (PR Newswire).
- Highgate announced a definitive agreement to buy Viceroy in December 2022; the deal closed in early 2023 (Travel Weekly).
- Viceroy was voted one of the top 10 hotel brands worldwide in the 2022 Travel + Leisure World’s Best Awards (PR Newswire).
| Attribute | Detail |
|---|---|
| Brand type | Luxury hotel and resort collection |
| CEO | Arash Azarbarzin (appointed December 2025) |
| Founder / parent | Kor Group (founded Viceroy); acquired by Highgate in 2023 |
| Key markets | Chicago, Santa Monica, Las Vegas, Riviera Maya, Los Cabos, St. Lucia |
| Notable feature | Adults‑only option at Viceroy Riviera Maya |
| Recent brand refresh | Under new ownership and leadership as of 2024/2025, with a reimagined global expansion strategy |
Is Viceroy a luxury hotel?
Yes. Viceroy Hotels & Resorts explicitly markets itself as a luxury brand, a claim reinforced by its three brand tiers (Icon Collection, Lifestyle Series, Urban Retreats) and the Business Wire announcement describing it as a “modern luxury brand.” Guest reviews on platforms like TripAdvisor consistently rate properties such as Viceroy Chicago at 4.5 stars, with terms like “stunning” and “luxurious amenities” recurring.
What defines a Viceroy property as luxury?
Each property features design‑forward architecture, high‑end amenities, and a strong emphasis on local culture. The PR Newswire announcement from 2022 notes that Viceroy’s Icon Collection includes flagship resorts like Sugar Beach in St. Lucia and Viceroy Los Cabos, both positioned as ultra‑luxury destinations.
What are the amenities at Viceroy hotels?
Amenities vary by property but typically include spa services, multiple dining options, pools, fitness centers, and curated experiences. Viceroy Chicago, a converted 120‑year‑old landmark, combines historic architecture with modern deco art, while Viceroy Riviera Maya is an adults‑only all‑suite resort offering private plunge pools and beachfront access.
The bottom line: Viceroy’s luxury credentials are supported by industry rankings and guest praise, but the experience varies significantly between urban and resort locations.
Who owns Viceroy Hotels?
Viceroy Hotels & Resorts (the U.S.‑based luxury brand) is owned by Highgate, a real estate investment and hospitality management firm founded in 1988. Highgate announced its agreement to acquire Viceroy in December 2022, with the transaction closing in early 2023.
Who founded Viceroy Hotels?
The Viceroy brand was founded by Kor Group, which launched the first property, Viceroy Santa Monica, in 2000. Kor Group’s vision of design‑driven luxury laid the foundation for what became a global collection.
Has Viceroy recently changed ownership?
Yes. After years under various owners, Highgate’s acquisition marked a significant shift. The deal brought Viceroy under the same umbrella as a portfolio of more than 500 properties, and in late 2025 Highgate’s then‑CEO Arash Azarbarzin moved into the role of Viceroy CEO, signaling closer integration.
“Highgate bought Viceroy Hotels and Resorts in 2022. Now Highgate CEO Arash Azarbarzin has taken over the CEO role at Viceroy.”
David Eisen, hospitality commentator (LinkedIn, 2025)
The pattern: Viceroy’s ownership has moved from independent (Kor Group) to institutional (Highgate) with leadership continuity that suggests brand stability rather than a pivot.
Who is the CEO of Viceroy Hotel?
The CEO is Arash Azarbarzin, appointed in December 2025. He previously served as CEO of Highgate and remains a principal at Highgate while leading Viceroy.
What is Arash Azarbarzin’s background?
A Forbes profile published in March 2026 traces his journey from dishwasher to CEO, highlighting his focus on design‑focused, locally rooted luxury. He is described as a hospitality veteran shaping Viceroy’s next chapter.
When did he become CEO?
The official announcement came December 9, 2025. Business Wire called the appointment “a significant milestone” that marks the start of a “reimagined global expansion” for the brand.
What to watch: Azarbarzin’s dual role at Highgate and Viceroy may accelerate property growth and integration with Highgate’s broader portfolio.
What is the history of Viceroy Hotel?
The Viceroy brand began in 2000 with the opening of Viceroy Santa Monica. It grew to include flagship properties in Chicago (a converted landmark building from 1906), Las Vegas, and eventually international resorts like Sugar Beach in St. Lucia and Viceroy Los Cabos. By early 2023, the portfolio comprised roughly ten properties across six U.S. locations, two in Mexico, one in Saint Lucia, and one in Serbia, with expansion plans for Portugal and Panama.
When was Viceroy founded?
2000, with Viceroy Santa Monica. A separate Indian entity, Viceroy Hotels Limited, was founded in 1965 and operates under different ownership (acquired by Anirudh Agro Farms in 2023). That company runs two Marriott‑branded hotels in Hyderabad and is not part of the U.S. luxury brand.
What is Viceroy Hotels Ltd. (India)?
As noted, Viceroy Hotels Limited (India) is an unrelated company that went through insolvency proceedings and was acquired by Anirudh Agro Farms in October 2023. It operates the Courtyard and Marriott hotels in Hyderabad. Travelers should not confuse the two.
The takeaway: Viceroy’s history is relatively young compared to legacy luxury brands, but its rapid growth and design ethos have carved a distinct niche.
Key dates in Viceroy’s development
- 2000 – Viceroy Santa Monica opens, brand launches
- 2022 – Ranked top 10 global brand by Travel + Leisure
- 2022 (Dec) – Highgate announces agreement to acquire Viceroy
- 2023 (early) – Acquisition closes
- 2025 (Dec) – Official CEO appointment announced
- 2026 (Mar) – Forbes profile highlights brand’s next chapter
Is Viceroy adult only?
No, not all Viceroy properties are adults‑only. Only one property currently fits that description: Viceroy Riviera Maya, which is listed as a Luxury Villa Resort – Adults Only on booking platforms. Other properties, including Viceroy Chicago and Viceroy Santa Monica, welcome guests of all ages.
Which Viceroy properties are adults‑only?
Based on available data, Viceroy Riviera Maya is the only adults‑only resort in the portfolio.
Are all Viceroy hotels adult‑only?
No. Families can comfortably stay at Viceroy Chicago, Viceroy Los Cabos, Viceroy Santa Monica, and other locations.
The catch: If you’re seeking an adults‑only escape, Viceroy Riviera Maya is your option. For other destinations, assume all ages are welcome.
Where are the best Viceroy hotel locations?
Viceroy’s portfolio spans urban and resort destinations. Below is a comparison of five flagship properties to help you decide which best suits your travel style.
| Property | Location | Key Feature | Luxury Rating (subjective) | Adults Only | Notable Mention |
|---|---|---|---|---|---|
| Viceroy Chicago | Chicago, Illinois | Converted landmark with modern deco art | 4.5/5 (TripAdvisor 2026) | No | 120‑year‑old building |
| Viceroy Santa Monica | Santa Monica, California | Original brand flagship, ocean‑adjacent | 4.4/5 (TripAdvisor 2025) | No | Launched the brand in 2000 |
| Viceroy Las Vegas | Las Vegas, Nevada | Boutique luxury on the Strip | 4.3/5 (TripAdvisor 2025) | No | Intimate alternative to mega‑resorts |
| Viceroy Riviera Maya | Riviera Maya, Mexico | Adults‑only villa resort with private plunge pools | 4.6/5 (Expedia 2025) | Yes | All‑suite beachfront |
| Viceroy Los Cabos | San José del Cabo, Mexico | Beachfront resort in Zona Hotelera | 4.5/5 (Expedia 2025) | No | Listed on Expedia 2025 |
Viceroy hotel Chicago features
The Viceroy Chicago occupies a landmark building constructed in 1906, converted into a hotel. Guest reviews highlight its luxurious amenities, modern deco art, and central location.
Viceroy hotel Las Vegas features
Viceroy Las Vegas offers a boutique alternative on the Strip, with 422 rooms, a rooftop pool, and multiple dining options. It targets travelers who want luxury without the mega‑resort scale.
Viceroy hotel Santa Monica features
The original Viceroy Santa Monica underwent a redesign in 2017 and remains a design‑forward property steps from the beach and Third Street Promenade.
Viceroy hotel Riviera Maya features
Viceroy Riviera Maya is an all‑suite, adults‑only resort set on a private beach. Each villa has a plunge pool, and the resort emphasizes wellness and privacy.
Viceroy hotel Miami features
No dedicated Viceroy property in Miami is mentioned in inputs. Travelers interested in South Florida should check Viceroy’s current portfolio.
Why this matters: Each Viceroy property has a distinct personality. Choose based on whether you want urban buzz (Chicago, Santa Monica) or beachside seclusion (Riviera Maya, Los Cabos).
Viceroy Hotels & Resorts brand spec sheet
| Attribute | Information |
|---|---|
| Full name | Viceroy Hotels & Resorts |
| Parent company | Highgate |
| CEO | Arash Azarbarzin |
| Year founded | 2000 |
| First property | Viceroy Santa Monica |
| Number of properties (2023) | Approximately 10 (6 U.S., 2 Mexico, 1 St. Lucia, 1 Serbia) |
| Brand tiers | Icon Collection, Lifestyle Series, Urban Retreats |
| Adults‑only property | Viceroy Riviera Maya (Luxury Villa Resort – Adults Only) |
| Award | Top 10 global hotel brand, Travel + Leisure World’s Best Awards 2022 |
Pros and cons of the Viceroy brand
Pros
- Strong design identity and local cultural integration
- Adults‑only option available
- Industry‑recognized luxury ranking (Travel + Leisure top 10)
- Recently refreshed leadership and investment from Highgate
Cons
- Relatively small portfolio limits choice in some regions
- Most properties are not adults‑only
- Price band is high (luxury tier) – may not suit budget travelers
- Brand identity still evolving under new ownership
Pricing band
Viceroy operates in the luxury tier. Nightly rates typically start in the $300–$500 range for entry‑level rooms at urban properties and can exceed $1,000 for suites or resort‑season bookings at the Riviera Maya or Los Cabos properties. Rates are seasonal and should be verified directly with the property or a trusted booking channel.
Comparable luxury brands
Travelers researching Viceroy may also consider:
- The Standard – A design‑driven, lifestyle‑oriented brand with locations in major cities and resort destinations.
- W Hotels – Marriott’s luxury lifestyle brand, with a larger portfolio and consistent service standards.
Both offer a similar blend of modern luxury and local character, though Viceroy’s smaller scale can allow for more distinctive identity.
Our pick: Which Viceroy property should you choose?
Based on the research and common traveler profiles:
- Luxury seekers and couples: Viceroy Riviera Maya (adults‑only, beachfront, private plunges) is our top recommendation.
- Business travelers wanting urban luxury: Viceroy Chicago offers a landmark setting with modern amenities in a central location.
- Beach resort enthusiasts: Viceroy Los Cabos provides a high‑end beachfront experience with easy access to San José del Cabo.
All recommendations are based on verified guest ratings, property features, and brand positioning.
For a detailed overview of the brand’s transformation and luxury offerings, see this guía completa de Viceroy.
Frequently asked questions about Viceroy Hotels
Is Viceroy a luxury hotel?
Yes. Viceroy markets itself as a luxury brand and was ranked among the top 10 hotel brands globally in the 2022 Travel + Leisure World’s Best Awards.
Who is the CEO of Viceroy Hotel?
Arash Azarbarzin, appointed in December 2025. He previously served as CEO of Highgate.
Where is Viceroy headquartered?
The Viceroy brand operates globally; its corporate base is linked to Highgate, which is headquartered in New York.
How many Viceroy hotels are there?
As of early 2023, approximately ten properties were operating, with expansion plans underway. The current count is over 15, per LinkedIn.
Can I book Viceroy hotels directly?
Yes, bookings are available via the official website viceroyhotelsandresorts.com.
Are Viceroy hotels pet‑friendly?
Pet policies vary by property. Check the specific hotel’s website before booking.