Viceroy Hotels & Resorts has appointed Arash Azarbarzin as its CEO.
Azarbarzin will steer the 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, according to the company.
He has 40 years of hospitality experience. As CEO of Highgate, he oversaw design, programming, and execution for the company’s luxury and lifestyle platform. With the launch of TableOne, Highgate’s F&B division, and Scene and Heard, its in-house marketing and creative studio, he steered 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. He was also a founding member/president of sbe Hotel Group.
“I am honored to take on this role and build upon Viceroy’s legacy as the premier luxury lifestyle brand.” said Azarbarzin. “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.”
Azarbarzin has made a series of new hires to guide its next phase of growth and transformation. The company has added Patrick Pahlke, chief commercial officer; Shel Buhler, VP, food and beverage; David Solis, VP, global luxury and leisure sales; and Megan Mulholland, SVP, brand marketing and wellness.
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. In the U.S., a Viceroy Resort in Sun Valley, ID, is slated to open in summer 2026. 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.
