Published on
December 10, 2025
Viceroy Hotels & Resorts has appointed Arash Azarbarzin as its new Chief Executive Officer (CEO), marking a pivotal moment in the brand’s journey toward global expansion. Azarbarzin, with over 40 years of experience in luxury and lifestyle hospitality, is set to lead Viceroy’s evolution, ensuring that the brand continues to redefine the essence of luxury in the hospitality industry.
As CEO, Azarbarzin will focus on driving Viceroy’s global brand evolution, leveraging his extensive expertise in growth, sustainability, and innovation. His leadership will guide the brand through its continued expansion, aligning with Viceroy’s vision to provide unparalleled luxury experiences that are rooted in design, personalized service, and experiential storytelling. Under his leadership, Viceroy aims to elevate its brand while maintaining a strong commitment to sustainability and delivering exceptional guest experiences across the globe.
A Vision for Redefining Luxury and Personalized Experiences
Azarbarzin’s appointment signals a new chapter for Viceroy, a brand renowned for offering luxury hospitality with an emphasis on authentic experiences. His leadership will center on enhancing the brand’s design philosophy, ensuring that each Viceroy property captures the cultural, adventurous, and natural beauty of its destination.
One of the central pillars of Azarbarzin’s leadership will be his commitment to creating immersive travel experiences that allow guests to fully engage with the destinations they visit. This approach will build on the brand’s legacy of providing personalized service, which is integral to the Viceroy experience. Azarbarzin’s strategy aims to position Viceroy as the top choice for travelers who seek both luxury and meaningful connections with their environment.
Expanding Viceroy’s Global Footprint
With Azarbarzin at the helm, Viceroy Hotels & Resorts is poised for continued international growth. The brand is expanding its reach across the globe, with new properties planned in some of the most coveted travel destinations. This includes the opening of a highly anticipated Viceroy Resort in Ombria Algarve, Portugal, which will celebrate the region’s natural beauty and cultural richness. The new partnership with African Bush Camps will also bring the brand’s signature luxury experience to Botswana and Zambia, with three safari lodges planned to offer guests exclusive access to the wild beauty of these regions.
In addition, Viceroy is expanding into Sun Valley, Idaho, with a resort set to open in Summer 2026, introducing its brand of hospitality to one of the most iconic and exclusive mountain destinations in the U.S. Viceroy’s expansion is not limited to remote and high-end destinations; the brand is also venturing into key luxury markets such as Playa del Carmen and Puerto Vallarta in Mexico, Waikiki Beach, Puerto Rico, and New York City. This expansion reflects Viceroy’s strategy of tapping into both emerging and established luxury markets, ensuring the brand has a global presence across the most sought-after destinations.
Strengthening the Leadership Team for Future Growth
As part of the leadership transformation at Viceroy, Azarbarzin has significantly strengthened the company’s executive team. Alongside seasoned leaders like Mark Keiser, President of Development, Thomas Medding, SVP of Operations, and Tony Machado, Head of Design, Azarbarzin has brought in new talent to further propel the company’s growth.
New executives joining the leadership team include Patrick Pahlke, Chief Commercial Officer, Shel Buhler, Vice President of Food & Beverage, David Solis, Vice President of Global Luxury and Leisure Sales, and Megan Mulholland, Senior Vice President of Brand Marketing & Wellness. These strategic hires bring expertise across key areas such as commercial strategy, brand storytelling, culinary innovation, wellness, and global partnerships. Their collective experience will help guide Viceroy through its next phase of expansion, ensuring that the brand remains at the forefront of luxury hospitality.
Commitment to Sustainability and Innovation
Under Azarbarzin’s leadership, sustainability and innovation will remain integral to Viceroy’s operations. The brand has long been committed to offering sustainable luxury, focusing on minimizing environmental impact while still providing top-tier services to guests. As Viceroy expands globally, these principles will continue to guide every aspect of the business, from design and construction to guest services and operations.
One of the key areas of focus will be expanding the brand’s food, beverage, and wellness offerings. With Shel Buhler’s leadership in the Food & Beverage division, Viceroy plans to introduce new culinary experiences that not only showcase regional flavors but also prioritize sustainability. The wellness offerings will be designed to promote holistic well-being, allowing guests to recharge and relax in ways that align with Viceroy’s commitment to guest wellness and environmental stewardship.
Looking to the Future: A Legacy of Excellence
As Viceroy Hotels & Resorts continues its global expansion under Arash Azarbarzin’s leadership, the brand’s vision of redefining luxury will continue to evolve. With new properties set to open in some of the most exclusive destinations, Viceroy aims to offer guests unparalleled experiences that are both luxurious and authentic. The emphasis on personalized service, sustainability, and experiential travel will position Viceroy as a leader in the luxury hospitality market for years to come.
The growing executive team, with its combined expertise, will help guide the brand through this exciting period of growth. As Viceroy becomes synonymous with luxury travel in new markets, Azarbarzin’s leadership will ensure that the brand’s legacy of excellence continues to thrive across the globe.
Conclusion: The New Era of Viceroy Hotels & Resorts
The appointment of Arash Azarbarzin as CEO of Viceroy Hotels & Resorts represents a significant milestone in the brand’s journey. With Azarbarzin’s extensive experience and visionary approach, Viceroy is well-positioned to redefine the future of luxury hospitality. Through continued global expansion, a focus on sustainability, and a commitment to providing personalized and immersive travel experiences, Viceroy will continue to lead the way in delivering world-class service to luxury travelers around the world.
