Viceroy Hotels & Resorts Expands Executive Leadership with Four Key Hires

Bringing expertise in commercial strategy, luxury sales, marketing, wellness, and F&B, the new team positions Viceroy for growth and elevated guest experiences.

NEW YORK--(BUSINESS WIRE)--Viceroy Hotels & Resorts proudly announces four strategic new hires to its global leadership team: Patrick Pahlke, Chief Commercial Officer; David Solis, Vice President, Global Luxury and Leisure Sales; Megan Mulholland, Senior Vice President, Brand Marketing & Wellness; and Shel Buhler, Vice President, Food & Beverage.

These appointments mark an exciting new chapter for Viceroy, coming on the heels of the recent appointment of Chief Executive Officer, Arash Azarbarzin, whose vision for the brand centers on innovation, design-led luxury, and immersive guest experiences that celebrate local culture. With more than 40 years of experience in the global hospitality industry, Azarbarzin has built an award-winning career leading and scaling renowned lifestyle brands. In his dual role as CEO of Viceroy and Principal at Highgate, he is steering the brand through an era of expansion, introducing several new resort openings, residential projects, and brand partnerships that position Viceroy as a modern leader in experiential luxury. Under his guidance, Viceroy is reimagining its visual identity, guest programming, and wellness initiatives across its growing global portfolio.

Patrick Pahlke – Chief Commercial Officer

A hospitality veteran with more than three decades of experience, Patrick Pahlke brings deep expertise in commercial strategy, brand development, and operational excellence. Prior to joining Viceroy, he served as Chief Commercial Officer at Sage Hospitality Group, where he built a best-in-class commercial infrastructure and guided the repositioning of high-profile properties. His career has spanned leadership roles with Hyatt International, Two Roads Hospitality, and Proper Hospitality, where he helped launch acclaimed properties recognized by Condé Nast Traveler, Travel + Leisure, and Architectural Digest. Fluent in multiple languages and having lived across Asia, Europe, and the U.S., Pahlke’s global perspective and passion for experiential luxury make him an invaluable addition to Viceroy’s executive team.

David Solis – Vice President, Global Luxury and Leisure Sales

Bringing over two decades of experience in luxury travel sales and partnerships, David Solis joins Viceroy Hotels & Resorts following leadership roles with some of the industry’s most esteemed brands, including Four Seasons Hotels & Resorts, Virtuoso, EDITION Hotels, and Kerzner International (One&Only, Rare Finds, Atlantis Dubai and more). Most recently, he served as an executive at Ultimate Jet Vacations, where he strengthened the company’s position at the intersection of private aviation and bespoke resort experiences. At Viceroy, Solis will lead the brand’s global luxury and leisure strategy, cultivating relationships across top agencies, travel partners, and emerging markets.

Megan Mulholland – Senior Vice President, Brand Marketing & Wellness

Megan Mulholland joins Viceroy Hotels & Resorts with extensive experience leading global brand strategies, marketing, and wellness programming for lifestyle hospitality brands. She previously held leadership roles at THE WELL and Starwood Hotels & Resorts, where she refined her expertise in experience design, content development, brand positioning, and multi-channel storytelling. In her new role, Mulholland will oversee Viceroy’s marketing, creative direction, partnerships, and wellness initiatives worldwide—advancing the brand’s commitment to mindful luxury and guest well-being.

Shel Buhler – Vice President, Food & Beverage

With nearly two decades of experience spanning brand development, multi-outlet operations, and premium spirits marketing, Shel Buhler brings a dynamic approach to food and beverage. Before joining Viceroy, she served as Head of Brand Strategy & Communications for Aparium Hotels, where she helped grow the company to over a dozen award-winning hotels and 25+ independently branded restaurants and bars nationwide. Her earlier roles at Thompson Hotels, Joie de Vivre, Destination Hotels, and Alila shaped her strategic understanding of culinary experience as a brand-defining pillar. A Cornell University Executive Master of Management in Hospitality candidate, Buhler’s philosophy centers on meaningful connection and hospitality as a form of cultural storytelling.

These key appointments come at a time of accelerated brand growth for Viceroy, following the recent openings of Viceroy at Ombria Algarve (Portugal) and forthcoming projects in Sun Valley, Idaho and new destinations across the United States, Africa, Mexico, and the Caribbean.

As Viceroy looks to the future, the brand remains steadfast in its mission to craft meaningful experiences rooted in culture and community, inspiring discovery for today’s global traveler. Under Azarbarzin’s leadership, Viceroy is poised to redefine the boundaries of luxury travel and expand its influence across key destinations worldwide.

ABOUT VICEROY HOTELS & RESORTS:

With hotels and residences in Algarve (Portugal), Los Cabos (Mexico), Snowmass (Colorado), and St. Lucia (West Indies), and hotels in Riviera Maya (Mexico), Kopaonik (Serbia), Santa Monica (California), Chicago (Illinois), and Washington, D.C. Viceroy offers a fresh take on hospitality, centered on the richness of experiences and cultural connection. Viceroy is committed to creating unique and immersive experiences that allow guests to craft unforgettable narratives during their travels. Viceroy is a member of the Global Hotel Alliance (GHA) DISCOVERY, a unique loyalty program offering exclusive benefits and experiences to its members at over 550 hotels around the world. Learn more at viceroyhotelsandresorts.com, https://www.facebook.com/ViceroyHotelsAndResorts/, and @viceroyhotels.

ABOUT GLOBAL HOTEL ALLIANCE:

Global Hotel Alliance (GHA) is the world’s largest alliance of independent hotel brands with 45 brands and 850 hotels in 100 countries. Its award-winning loyalty programme—GHA DISCOVERY—provides 30 million members recognition, D$ rewards and exclusive experiences across its hotels and partners, both with and without a stay. GHA DISCOVERY generated US$2.7 billion in revenue and 11 million room nights in 2024. Through membership in GHA, brands expand their global reach, drive incremental revenue and reduce dependence on third-party channels, all while maintaining management independence and individual positioning. For more information, visit globalhotelalliance.com or ghadiscovery.com