Arash Azarbarzin has been appointed Chief Executive Officer (CEO) at Viceroy
Viceroy Hotels & Resorts announces 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 steer Viceroy's global brand evolution, championing its vision to redefine luxury through design, personalized service, and experiential storytelling that immerses guests in the culture, adventure, and natural beauty of each destination. 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 to reinforce the brand's ethos.
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 highly anticipated 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 already 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 proudly 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.
Los Angeles, California
United States
