Purchased more than two years ago Viceroy Hotel GroupHighgate, a real estate investment company, is increasing its investment in luxury brands by launching new projects in new markets.
According to reports, Viceroy plans to launch The Harriman in the summer of 2026 at the entrance to Ketchum in the Sun Valley region of Idaho. Richard RussoHighgate is a principal. An announcement is expected to be made later this week. The hotel will be “the first true luxury hotel” at the popular ski resort.
Russo, Skift’s senior editor, said: “Ketchum and Sun Valley are extremely exclusive because of their strict regulations for development. This has prevented new hotels from entering the marketplace.” “Our goal is to maintain the relaxed authenticity of the area while providing refined, world-class services without over-commercializing the special qualities that make the region so unique.”
The resort includes 73 rooms, a thermal pool, plunge pools and thermal pools that are open all year round, and an observatory where guests can view the uncharacteristically clear night skies of the area.
The project is a shift in focus for Viceroy. was acquired Highgate is a real estate investing firm that will take over in 2023. Viceroy was originally known as an urban boutique hotel, but began offering resorts 10 years ago. They were targeting wealthy leisure travellers in outdoor destinations.
In the fall of last year, for instance, the brand opened an Algarve hotel, which was deemed to be a model for future development and design.
Since the acquisition HighgateViceroy, which is managed by, and manages 500 hotels in many brands, recently hired new leaders for operations, marketing distribution, design, development, and other areas.
Branded Residential Push
Sun Valley Hotel will also include a dozen condo units that offer hotel amenities such as housekeeping and room service.
This is part of Highgate’s larger effort to create additional residences under Viceroy’s brand.
While prices can vary depending on location, size of the unit, and view, Viceroy-branded homes in Florida markets such as Miami and Fort Lauderdale are typically listed between $1.5 and $8 million, said Arash AzarbarzinHighgate’s CEO. “These prices are generally 20–25% above comparable non-branded luxury properties.”
“We anticipate branded residential to represent a growing share of Viceroy’s overall business, potentially reaching upwards of 30–40% over the next five years,” Azarbarzin said.
Viceroy operates nine properties across Mexico, Colorado, St. Lucia, Serbia, California, Illinois, Washington, D.C., and California. In addition to the Sun Valley, Idaho property, other properties are under construction.
Russo stated, “We are looking forward to revealing new projects that will define our brand in the months ahead.”
Early Check-In Keep up to date with the latest news in hotel and hospitality.
Receive it every Thursday in your email.
By submitting the form, you consent to receiving email communications from Skift.
