Viceroy Hotels & Resorts has announced the appointment of Arash Azarbarzin as chief executive officer, marking a significant milestone in the brand’s reimagined global expansion. A seasoned leader with more than 40 years of experience in luxury and lifestyle hospitality, Azarbarzin brings a visionary approach to growth, sustainability, and innovation across Viceroy’s portfolio.
As CEO of Viceroy, Azarbarzin will oversee the company’s global brand strategy, including its approach to design, service, and guest experience across all destinations. His leadership will be pivotal as Viceroy expands its international footprint, refreshes its visual branding and digital platforms to capture each locale’s essence, and revamps food, beverage, and wellness initiatives.
Viceroy’s latest expansion includes a partnership with African Bush Camps on three safari lodges in Botswana and Zambia, as well as the opening of Viceroy at Ombria Algarve in Portugal—a resort designed to celebrate the region’s natural beauty and cultural richness. In the U.S., a Viceroy Resort in Sun Valley, Idaho, slated to open in Summer 2026 will bring the brand’s signature hospitality to one of the country’s most iconic and exclusive mountain destinations. In addition, Viceroy is expanding into destinations such as Mexico’s Playa del Carmen and Puerto Vallarta, Waikiki Beach, Puerto Rico, New York City, and the Hudson Valley—broadening the brand’s reach across both emerging and established luxury markets.
Adding to Viceroy’s seasoned leadership team including Mark Keiser, president of development; Thomas Medding, SVP of operations; and Tony Machado, head of design, Azarbarzin has strengthened the brand’s executive bench with a series of strategic new hires to guide its next phase of growth and transformation. The company welcomes 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. Together, this accomplished team brings expertise across commercial strategy, brand storytelling, culinary/beverage innovation, wellness, and global partnerships, propelling Viceroy’s rebrand and international expansion while reinforcing its position as a modern leader in experiential luxury.
“I am honored to take on this role and build upon Viceroy’s legacy as the premier luxury lifestyle brand.” Azarbarzin said in a statement. “Looking ahead, my focus will be on expanding Viceroy’s global footprint and setting new benchmarks for immersive hospitality, and ensuring every Viceroy destination creates lasting memories for our guests.”
Throughout his career, Azarbarzin has been recognized for his ability to launch and grow globally respected hospitality brands while maintaining a strong commitment to sustainability and community impact. At Highgate, he has played a pivotal role in the growth of the company’s luxury and lifestyle platform, overseeing design, programming, and execution. With the launch of TableOne, Highgate’s F&B division, and Scene and Heard, its in-house marketing and creative studio, Azarbarzin helped to successfully steer the unification of culinary, storytelling, and experiential strategy under one roof. His previous leadership roles include CEO of SH Hotels & Resorts, where he oversaw 1 Hotels, Treehouse Hotels, and Baccarat brands, and as a founding member and President of sbe Hotel Group, where he helped shape the lifestyle hospitality movement.
In 2025, Viceroy Hotels & Resorts further solidified its position as a leader in luxury hospitality, with multiple properties recognized among the world’s best by Condé Nast Traveler’s Readers’ Choice Awards and the MICHELIN Guide Key Awards. The honors spanned destinations across the Americas and the Caribbean, reflecting the brand’s continued excellence in design, food & beverage, and guest experience throughout its global portfolio. As Viceroy looks to the future, the brand remains steadfast in its mission to craft meaningful experiences rooted in culture and community, inspiring discovery for today’s global traveler. Under Azarbarzin’s leadership, Viceroy is poised to redefine the boundaries of luxury travel and expand its influence across key destinations worldwide.
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