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Viceroy Hotels & Resorts

Luxury lifestyle hotel and residences operator

Overview

FIVE Holdings operates luxury hotels and residences, including the vertically integrated FIVE Palm Jumeirah, and runs its properties directly rather than through third-party operators. Its model combines ownership, operations, and entertainment by hosting high-profile events and nightlife across its destinations, creating a bundled guest experience. The company differentiates itself through owner-controlled revenue and an entertainment-focused ecosystem, diverging from traditional operator-led hotel management. Its goal is to disrupt traditional hospitality distributions by delivering integrated, scalable lifestyle destinations that blend luxury with immersive experiences.

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About Viceroy Hotels & Resorts

Simplify's Rating
Why Viceroy Hotels & Resorts is rated
C+
Rated C on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Real EstateEntertainment

Company Size

501-1,000

Company Stage

N/A

Total Funding

N/A

Headquarters

New York City, New York

Founded

1999

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Simplify's take

What believers are saying

  • December 2026 Park Avenue reopening restores Viceroy to Manhattan's NoMad luxury market.
  • Sun Valley's Observatory opens fall 2026, expanding into a scarce mountain-luxury destination.
  • Travel Weekly reported a 2026 refreshed brand identity, signaling stronger positioning after acquisition.

What critics are saying

  • Viceroy depends on third-party developers; Park Avenue and residences expose brand to partner execution.
  • New York, Sun Valley, and Florida launches cluster in 2026, stressing openings and marketing.
  • A failed Park Avenue or Sun Valley opening would damage Viceroy's premium licensing story.

What makes Viceroy Hotels & Resorts unique

  • Highgate owns Viceroy since 2022, giving it distribution, revenue management, and capital access.
  • Viceroy Park Avenue and Sun Valley target design-led, culture-heavy luxury, not generic resorts.
  • Branded residences in Miami, Clearwater, and Fort Lauderdale diversify fees beyond hotel operations.

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Benefits

  • Health Insurance
  • Dental Insurance
  • Vision Insurance
  • Life Insurance
  • Disability Insurance
  • Health Savings Account/Flexible Spending Account
  • Paid Vacation
  • Flexible Work Hours

Company News

PR Newswire
Jun 11th, 2025
Los Cabos Rises As Global Wellness Destination For Travelers Ahead Of Global Wellness Day

Los Cabos leads the way in holistic wellness amid global wellness tourism boom with wellness minded visitors spending over three thousand dollars on average per tripLOS CABOS, Mexico, June 11, 2025 /PRNewswire/ -- In celebration of Global Wellness Day on June 14, 2025, the Los Cabos Tourism Board invites travelers to discover the destination's transformative wellness offerings, from beachfront yoga and holistic spa rituals to immersive nature experiences that nourish mind, body and spirit. Rooted in the region's natural beauty and cultural richness, these offerings reflect Los Cabos' continued evolution as a premiere destination for intentional, restorative travel

PR Newswire
Dec 3rd, 2024
Naftali Group Launches Sales For Viceroy Residences Fort Lauderdale

Marking the first Viceroy-branded property in Fort Lauderdale, Viceroy Residences Fort Lauderdale will offer 370 elegant residences, curated amenities and exceptional service driven experiences in the heart of the vibrant Flagler Village neighborhoodFORT LAUDERDALE, Fla., Dec. 3, 2024 /PRNewswire/ -- Globally recognized real estate development and investment brand Naftali Group and luxury hospitality company Viceroy, are pleased to announce the commencement of sales for Viceroy Residences Fort Lauderdale, a 45-story luxury condominium development and the first Viceroy-branded property in Fort Lauderdale. Situated between Las Olas Boulevard and Flagler Village, Viceroy Residences Fort Lauderdale will redefine the residential experience in the city with over 30,000 square feet of thoughtfully designed amenities and bespoke services

Yahoo Finance
Apr 11th, 2024
Related Group And Gtis Partners Unveil Viceroy Brickell, Launch Sales For Standalone Branded Residences In Miami'S Most Coveted Address

Photo Credit: ArX CreativeViceroy Brickell - The Residences will be a welcoming sanctuary amid Miami’s bustling financial district, with world-renowned design and architecture, brilliantly curated amenities and endless water and skyline viewsMIAMI, April 11, 2024--(BUSINESS WIRE)--Real estate industry leaders Related Group and GTIS Partners, along with renowned luxury hospitality company Viceroy, today launched sales for Viceroy Brickell - The Residences (Viceroy Brickell). Viceroy’s inaugural standalone residential endeavor introduces a fresh infusion of style and allure to Brickell’s global financial hub — with interiors by the award-winning studio Meyer Davis and architecture by the globally renowned Arquitectónica.Emerging from the One Brickell complex, at the gateway of Brickell Avenue and the Miami River, Viceroy Brickell brings a higher level of global culture, style, and hospitality experience to Miami’s most exciting community. In addition to ample shopping, entertainment and culinary options, Brickell’s proximity to public transit has also made it one of the state’s most walkable communities, with easy access to the Metromover, the Underline, and a network of pedestrian and cycling paths. This has led to the area being recognized as one of the best places to live in Miami."The Brickell neighborhood is among South Florida’s most well-known and desirable destinations, distilling the very best our region has to offer into a vibrant, cosmopolitan live-work-play community," said Nick Perez, President of Related Group’s condominium development division. "At Related Group, we've been privileged to witness and contribute to this community’s prominence firsthand. Through the launch of Viceroy Brickell, we extend our commitment to the neighborhood and celebrate our alignment with Viceroy, a brand that embodies elevated experiences, and spaces."Viceroy Brickell places residents at the epicenter of commerce and culture, located minutes from MICHELIN-starred restaurants, world-class museums, luxury shopping, five-star hotels and one of the country’s most prosperous job markets — all in the heart of One Brickell’s vibrant, exhilarating neighborhood."Miami has emerged as one of the most dynamic cities for business, culture and living in the United States, with the Brickell financial district serving as a critical anchor to its continued prosperity," said Robert Vahradian, Partner and Head of US Investments for GTIS

Business Wire
Apr 11th, 2024
Related Group And Gtis Partners Unveil Viceroy Brickell, Launch Sales For Standalone Branded Residences In Miami’S Most Coveted Address

MIAMI--(BUSINESS WIRE)--Real estate industry leaders Related Group and GTIS Partners, along with renowned luxury hospitality company Viceroy, today launched sales for Viceroy Brickell - The Residences (Viceroy Brickell). Viceroy’s inaugural standalone residential endeavor introduces a fresh infusion of style and allure to Brickell’s global financial hub — with interiors by the award-winning studio Meyer Davis and architecture by the globally renowned Arquitectónica. Emerging from the One Brickell complex, at the gateway of Brickell Avenue and the Miami River, Viceroy Brickell brings a higher level of global culture, style, and hospitality experience to Miami’s most exciting community. In addition to ample shopping, entertainment and culinary options, Brickell’s proximity to public transit has also made it one of the state’s most walkable communities, with easy access to the Metromover, the Underline, and a network of pedestrian and cycling paths. This has led to the area being recognized as one of the best places to live in Miami. "The Brickell neighborhood is among South Florida’s most well-known and desirable destinations, distilling the very best our region has to offer into a vibrant, cosmopolitan live-work-play community,” said Nick Perez, President of Related Group’s condominium development division

Hotel Business
Feb 13th, 2024
Highgate Names Tony Machado Head Of Design

Hotel management, investment and development company Highgate has appointed Tony Machado as head of design. In this new role, he will join LUCID, Highgate’s in-house design & construction studio, to oversee all aspects of design innovation and execution for the company’s portfolio, as well as Viceroy Hotels & Resorts.“Tony is a visionary whose work translating hotel designs into extraordinary guest experiences has earned him the highest level of respect throughout the industry,” said Arash Azarbarzin, principal/CEO, Highgate. “As we continue to strengthen our position as a leader in hospitality design, Tony will play a critical role in driving Highgate’s success.”Machado said, “This is an invigorating time to join Highgate, as the company is evolving and expanding in new directions that offer unlimited possibilities for creativity and innovation. Whether building on the legacy of a brand like Viceroy by refining its design ethos or creating designs from the ground up for Romer Neighborhood Hotels, we will deliver best-in-class solutions across the spectrum of Highgate’s dynamic portfolio.”Prior to joining Highgate, Machado served as SVP, head of design at Starwood Capital Group/SH Hotels & Resorts. Throughout his tenure with Starwood, he played a pivotal role in leading all aspects of design for the strategic growth of the 1 Hotels, Baccarat and Treehouse brands, and overseeing their expansion from a handful of U.S. hotels into a major international portfolio

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