Former Highgate CEO Arash Azarbarzin has jumped to the same role at the company’s luxury lifestyle hotel brand Viceroy Hotels & Resorts, as part of “the brand’s reimagined global expansion,” according to a Tuesday release.
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,” according to the release.
The appointment comes after Highgate acquired Viceroy in 2022 under the helm of Azarbarzin, who was named Highgate CEO the prior year. Before his time at Highgate, Azarbarzin held hospitality leadership positions including CEO of SH Hotels & Resorts. He was also a founding member and president of sbe Hotel Group.
Azarbarzin remains a principal at Highgate, according to the company’s website, though the firm could not be reached for comment on the leadership transition.
“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.”
In addition to Azarbarzin’s appointment, Viceroy made a slate of executive hires to “guide its next phase of growth,” per the release.
Patrick Pahlke joins the brand as chief commercial officer, while Shel Buhler comes on as vice president of food and beverage and David Solis joins as vice president of global luxury and leisure sales. Megan Mulholland was also named senior vice president of brand marketing and wellness.
Last year, Viceroy launched a rebranding initiative aimed at positioning itself as “a leading authority in travel,” with a focus on design, intuitive service and storytelling.
Viceroy is currently planning expansion into destinations including Puerto Rico, New York City, Idaho’s Sun Valley, Hawaii’s Waikiki Beach and Mexico’s Playa del Carmen and Puerto Vallarta, per the release.
