Highgate Expands Viceroy With Sun Valley Launch, Branded Residences — Exclusive

Key Points

• Highgate is expanding the Viceroy luxury brand with a new hotel and branded residences in Sun Valley, Idaho, set to open in 2026.
• The move marks Viceroy's shift from urban boutique hotels to targeting affluent leisure travelers in exclusive outdoor destinations.
• Branded residences are becoming a significant part of Viceroy's business, with prices in some locations reaching 20–25% above non-branded counterparts.

Summary

Highgate, after acquiring Viceroy Hotel Group, is accelerating its investment in the luxury brand by launching The Harriman, a new hotel and branded residences in Sun Valley, Idaho, scheduled for 2026. This development signifies a strategic shift for Viceroy from urban boutique hotels to upscale leisure destinations, with a focus on providing exclusive amenities and services. Branded residences are becoming an increasingly important part of Viceroy's portfolio, commanding premium prices and expected to represent a growing share of its business in the coming years.