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

Published on December 14, 2025

Viceroy Hotels & Resorts is embarking on an exciting new chapter with the appointment of Arash Azarbarzin as the new Chief Executive Officer. With over 40 years of experience in the luxury and lifestyle sectors, Azarbarzin is poised to lead Viceroy into a new era of growth and innovation. His vision focuses on sustainable expansion, design, and creating enhanced experiences for guests around the globe.

A Visionary Leader at the Helm

Arash Azarbarzin brings a wealth of knowledge, having helmed renowned hospitality brands across the globe. His leadership at Viceroy marks a strategic pivot towards enhancing the brand’s global presence. With a focus on emphasizing personalized service and unique cultural experiences, Azarbarzin aims to redefine luxury, ensuring that each property reflects the local beauty and culture. Under his guidance, Viceroy aims to strengthen its foothold in the competitive luxury travel market.

Exciting Global Expansion Plans

Viceroy is accelerating its growth strategy with several ambitious projects on the horizon. In Africa, the brand has initiated a partnership with African Bush Camps to develop three luxury safari lodges across Botswana and Zambia. This initiative signifies Viceroy’s commitment to offering unique hospitality experiences in untamed and picturesque locations.

Meanwhile, in Europe, Viceroy is set to debut in Portugal with the highly anticipated Viceroy Ombria Algarve. This destination promises to immerse guests in the natural beauty and rich culture of the Algarve, making it an exceptional getaway. Additionally, the brand will soon introduce a resort in Sun Valley, Idaho, launching in the summer of 2026, which will showcase Viceroy’s signature style in one of the United States’ premier mountain locales.

Expanding Across Iconic Destinations

The brand’s future expansion is not limited to Africa and Europe. Viceroy has plans to open several new properties in the Americas. Destinations include the stunning beaches of Playa del Carmen and Puerto Vallarta in Mexico, renowned for their vibrant culture and scenic allure. Furthermore, new resorts are in the works for Waikiki Beach, Puerto Rico, New York City, and the serene Hudson Valley, allowing Viceroy to penetrate both emerging and established luxury markets.

Rebranding and Enhancing Guest Experiences

In addition to expanding its footprint, Viceroy is set to undergo a significant rebranding initiative. Azarbarzin’s leadership will also focus on refreshing the brand’s visual identity and upgrading its digital platforms. The aim is to ensure that each Viceroy property truly encapsulates the essence of its location, offering guests an experience that is uniquely tailored.

To elevate the guest experience further, Viceroy plans to revamp its food, beverage, and wellness offerings. This aligns with the brand’s commitment to excellence and luxurious experiences, staying ahead in a rapidly evolving market.

Strengthening Leadership with Key Appointments

To execute its ambitious growth strategy effectively, Azarbarzin has begun strengthening Viceroy’s leadership team with several key appointments. Notable hires include Patrick Pahlke as Chief Commercial Officer and Shel Buhler as Vice President of Food & Beverage. This expanded team brings a wealth of expertise in commercial strategy, culinary innovation, and brand marketing, which will be instrumental in driving Viceroy’s success.

Sustainability and Community Focus

A hallmark of Azarbarzin’s leadership is his unwavering commitment to sustainability and community engagement. Throughout his career, he has successfully integrated these values into the hospitality sector. At Viceroy, this dedication will continue to shape the brand’s approach to expansion and innovation, ensuring that growth does not compromise environmental and social responsibilities.

What Travelers Can Expect from Viceroy’s New Era

As Viceroy steps into this new chapter under Azarbarzin’s stewardship, travelers can anticipate a reimagined luxury experience focused on immersion in the culture, nature, and beauty of each destination. The brand is devoted to crafting memorable experiences that span from world-class service to innovative wellness programs and culinary offerings.

Each Viceroy property will feature a focus on unique design and storytelling that invites guests to connect deeply with their destinations. Whether travelers seek to explore Africa’s wilderness, enjoy luxurious beachfronts in the Caribbean, or delve into the cultural treasures of Europe, Viceroy promises to deliver a level of luxury that is distinctly captivating.

Guide for Travelers: What’s Next for Viceroy

1. Luxury Safari Escapes – Anticipate the opening of Viceroy’s exclusive safari lodges in Botswana and Zambia, offering an unmatched opportunity to explore Africa’s wildlife in style.

2. European Retreats – Get ready for Viceroy’s arrival in Algarve, Portugal, perfect for those seeking luxury blended with authentic regional experiences.

3. Mountain Paradise – The Viceroy Sun Valley in Idaho, opening in 2026, promises a sumptuous retreat for both winter enthusiasts and nature lovers.

4. Island and City Escapes – With new projects slated for Mexico, Puerto Rico, and New York City, travelers can look forward to luxurious options in both urban settings and coastal paradises.

5. Wellness and Culinary Innovation – Expect enhanced wellness experiences and inventive culinary offerings at Viceroy properties, aligning with the brand’s ethos of luxury and excellence.

A New Era for Viceroy Hotels & Resorts

With Arash Azarbarzin at the helm, Viceroy Hotels & Resorts is entering a transformative phase. As the brand embraces new strategies aimed at delivering luxurious experiences around the globe, it stands ready to not only meet but exceed the expectations of discerning travelers.