Arash Azarbarzin is the new CEO at Viceroy Hotels & Resorts, part of the company's plan to expand its international footprint, refresh its visual branding and digital platforms and revamp food, beverage and wellness initiatives. Azarbarzin is the former CEO of real estate investment and hospitality management company Highgate.
Viceroy’s latest expansion includes a partnership with African Bush Camps on three safari lodges in Botswana and Zambia, as well as the upcoming opening of 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 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.
Viceroy’s leadership team includes Mark Keiser, president of development; Thomas Medding, SVP of operations; and Tony Machado, head of design, Azarbarzin has made a series of strategic new hires to guide the next phase of the company's growth. New additions include Chief Commercial Officer Patrick Pahlke; 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.
“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.”
At Highgate, Azarbarzin helped grow 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 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.