Viceroy Hotels Launched New Local Maker Campaign
The hotel group debuted A World Made by Many to connect guests with artisanal experiences in five international destinations.
Updated on Oct. 13, 2026 in Hotels
Live Poll
When booking a stay, do you prioritize access to local cultural and artisan experiences?
Viceroy Hotels and Residences has launched its new A World Made by Many campaign, offering travelers bookable experiences with 10 local makers. The initiative aims to connect guests with authentic local traditions and stories across five global destinations.
Why it matters
The brand intends to provide deep engagement for travelers who are increasingly seeking meaningful connections with local culture and traditions rather than standard tourism. By partnering with experts like musicians and mountaineers, the company positions its properties as gateways to regional heritage.
The campaign highlights 10 local experts across five regions, including mountaineer Ed Viesturs, who has climbed all 14 of the world's 8,000-meter peaks. The effort also features beekeeping experiences in the Algarve Region involving 1,000 managed hives.
The players
Viceroy Hotels and Residences
This global hospitality brand manages a portfolio of luxury hotels and resorts that focus on providing distinctive guest experiences.
Ed Viesturs
He is a renowned mountaineer featured in the campaign who provides unique climbing experiences in Sun Valley.
Jonangelo Molinari
He is the director and photographer responsible for the visual identity of the A World Made by Many campaign.
Kevin Mega McFall
He is a local expert in Chicago who guides guests through the history of house music as part of the new initiative.
José Maria Martinez
He is a third-generation beekeeper in the Algarve Region participating in the campaign to showcase traditional apiculture.
The details
Photographed and directed by Jonangelo Molinari, the initiative features experiences such as house music history in Chicago with Kevin Mega McFall and chocolate making in St. Lucia with Kittle Symphorien. These curated encounters are designed to immerse guests in the specific crafts and histories defining each destination.
Timeline
Viceroy Hotels launched the campaign on October 12, 2026.
The Viceroy Park Avenue is scheduled to open in February 2027.
Travel Outlook
This campaign follows a pattern set by the 2019 Starhotels La Grande Bellezza initiative by centering luxury branding on local cultural heritage. It reflects a broader industry shift toward experiential tourism that prioritizes unique human-led encounters over traditional hotel amenities.
Travelers interested in these curated experiences should monitor the brand's online channels to secure booking slots as they become available. Those planning a trip to New York City may look forward to the new property opening in early 2027.
The takeaway
Travelers seeking deeper cultural engagement should look for brands that partner directly with local experts rather than third-party tour operators. This approach often provides more authentic access to regional traditions and specialized history.
What happens next
The Viceroy Park Avenue is set to open in New York City in February 2027, with Max Girombelli and Timur Sadyq expected to be featured at the new site.
Further reading
For more information on current industry trends, visit the Hotels section.
Live Poll
When booking a stay, do you prioritize access to local cultural and artisan experiences?
