Highgate’s Azarbarzin becomes Viceory CEO
After serving as CEO of Highgate since September 2021, the company has named veteran luxury and lifestyle hotelier Arash Azarbarzin CEO of its Viceroy Hotels & Resorts brand.
Highgate stated that Azarbarzin’s leadership will be pivotal as Viceroy expands its international footprint, refreshes its visual branding and digital platforms, and revamps food, beverage, and wellness initiatives to reinforce the brand’s ethos.
The lifestyle brand currently has hotels and residences in Algarve, Portugal, Los Cabos, Mexico, Snowmass, Colorado, and St. Lucia, West Indies, as well as hotels in Riviera Maya, Mexico, Kopaonik, Serbia, Santa Monica, California, Chicago, and Washington, D.C.
Viceroy’s latest expansion includes a sales and marketing affiliation agreement with African Bush Camps for three luxury safari lodges across Zambia and Botswana. It also recently opened the Viceroy at Ombria Algarve in Portugal.
In the U.S., a Viceroy Resort in Sun Valley, Idaho, is slated to open in Summer 2026. In addition, Viceroy said it is expanding to Mexico’s Playa del Carmen and Puerto Vallarta, Waikiki Beach, Puerto Rico, New York City, and the Hudson Valley of New York.
By Jeffrey Weinstein