Viceroy Hotels & Residences is introducing a new collection of bookable guest experiences designed to help travelers connect with destinations through the people who know them best.
Called “A World Made By Many,” the campaign features 10 local “makers” across five Viceroy destinations, including beekeepers, vintners, chocolatiers, divers, musicians and mountaineers.
For travel advisors, the collection offers new ways to build personalized itineraries around local expertise, cultural connections and experiences beyond traditional sightseeing.
Connecting Travelers With Local Experts
The campaign spans Viceroy properties in New York City, Portugal’s Algarve region, Saint Lucia, Sun Valley, Idaho and Chicago. Each destination features two local experts whose work reflects its culture, landscape and community.
At Viceroy at Ombria Algarve in Portugal, guests can meet third-generation beekeeper Jose Maria Martinez, who tends nearly 1,000 hives, or discover a family winemaking legacy dating to 1500 with Catarina and Mario Santos.
At Sugar Beach, A Viceroy Resort in Saint Lucia, chocolatier Kittle Symphorien guides guests through the handmade bean-to-bar process using local cocoa and island fruit. Divers Vitus Joyeux and Elijah Jn Baptiste also introduce guests to the island’s reefs, drawing on more than 62 years of combined experience.
At Viceroy Chicago, house music historian and producer Kevin “Mega” McFall explores the genre’s roots and the communities that shaped it. Beverage Director Sayo “Chi” Anise offers another perspective on local culture through cocktails inspired by her Caribbean upbringing and Chicago’s welcoming spirit.
At The Observatory, A Viceroy Resort in Sun Valley, mountaineer Ed Viesturs shares lessons from climbing all 14 of the world’s 26,247-feet peaks without supplemental oxygen. Night photographer Travis Amick invites guests to discover Idaho’s dark skies and see the landscape from a different perspective.
Viceroy Park Avenue in New York City, scheduled to open in February 2027, will feature Italian tailor Max Girombelli of Duca Sartoria, whose bespoke dressing reflects generations of craftsmanship, as well as celebrity hairstylist and wig maker Timur Sadyq, whose work celebrates personal expression and reinvention.
What Advisors Should Know
Viceroy’s campaign reflects a broader opportunity for advisors to build itineraries around meaningful connections, not just accommodations and attractions. Local-led experiences can help differentiate a luxury stay, add depth to a destination and give clients memorable stories to bring home.
For more information, visit viceroyhotelsandresorts.com.
