Viceroy Hotels & Residence is the latest to cater to the well-heeled traveler seeking an experience rather than merely a place to sleep.
On Monday, the global luxury hospitality brand said it launched “A World Made by Many,” a campaign spotlighting 10 local makers across five destinations, photographed and directed by London-based Jonangelo Molinari.
The campaign offers bookable experiences with beekeepers, vintners, chocolatiers, divers, musicians, mountaineers and other local experts in key locations like New York City; Algarve Region, Portugal; the Caribbean island of St. Lucia; Sun Valley, Idaho and Chicago.
From honey harvesting and reef diving to house-music history, bespoke tailoring and stargazing, each experience is tailored to connect guests with the people, traditions and stories that define a place. The campaign is live online and will roll out across social media and other channels in the near term.
“Our hotels are designed to hold a sense of place, but a place is ultimately made by the people in it. Their craft and history can’t be manufactured,” said Viceroy Hotels & Residences senior vice president, brand marketing and wellness Megan Mulholland. “We wanted the campaign to start with those people, their expertise, their stories, and what they can introduce guests to as they experience each destination.”
Chocolatier Kittle Symphorien.
Courtesy of Viceroy Hotels & Residences
Experiences include meeting house music historian and producer Kevin “Mega” McFall in Chicago. McFall’s work seeks to support the musical culture born in Chicago. In Sun Valley, Idaho, guests are privy to an encounter with mountaineer Ed Viesturs, known for climbing all 14 of the world’s 8,000-meter peaks without supplemental oxygen. In St. Lucia, guests are invited to indulge in a bean-to-bar chocolate experience with chocolatier Kittle Symphorien, who grew up picking cocoa pods in her backyard in Soufrière. In the Algarve’s inland countryside, guests can explore the world of beekeeper José Maria Martinez, who continues a family practice spanning three generations and nearly 1,000 hives.
When the Viceroy Park Avenue opens in New York City in February 2027, guests will have the opportunity to meet with Italian tailor Max Girombelli of Duca Sartoria and wigmaker and hairstylist Timur Sadyq.
Experiences that cater to travelers seeking a rare connection with local culture and flavor are on the rise. In 2019, Italy’s Starhotels group launched La Grande Bellezza – the Dream Factory, an initiative designed to foster collaborations with leading artisans and historic ateliers, highlighting creativity, savoir-faire and cultural heritage. In 2025, The Jay hotel in San Francisco teamed up with The Namesake, transforming a section of The Jay’s stylish Third Floor into an exclusive design studio.
Max Girombelli of Duca Sartoria.
Courtesy of Viceroy Hotels & Residences.
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