Shel Buhler has been appointed as Vice President, Food & Beverage at Viceroy

With nearly two decades of experience spanning brand development, multi-outlet operations, and premium spirits marketing, Shel Buhler brings a dynamic approach to food and beverage. Before joining Viceroy, she served as Head of Brand Strategy & Communications for Aparium Hotels, where she helped grow the company to over a dozen award-winning hotels and 25+ independently branded restaurants and bars nationwide. Her earlier roles at Thompson Hotels, Joie de Vivre, Destination Hotels, and Alila shaped her strategic understanding of culinary experience as a brand-defining pillar. A Cornell University Executive Master of Management in Hospitality candidate, Buhler's philosophy centers on meaningful connection and hospitality as a form of cultural storytelling.

This appointment marks an exciting new chapter for Viceroy, coming on the heels of the recent appointment of Chief Executive Officer, Arash Azarbarzin, whose vision for the brand centers on innovation, design-led luxury, and immersive guest experiences that celebrate local culture. With more than 40 years of experience in the global hospitality industry, Azarbarzin has built an award-winning career leading and scaling renowned lifestyle brands. In his dual role as CEO of Viceroy and Principal at Highgate, he is steering the brand through an era of expansion, introducing several new resort openings, residential projects, and brand partnerships that position Viceroy as a modern leader in experiential luxury. Under his guidance, Viceroy is reimagining its visual identity, guest programming, and wellness initiatives across its growing global portfolio.

This key appointment comes at a time of accelerated brand growth for Viceroy, following the recent openings of Viceroy at Ombria Algarve (Portugal) and forthcoming projects in Sun Valley, Idaho and new destinations across the United States, Africa, Mexico, and the Caribbean.

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.