Luxury market positioning Target high-end corporate and leisure travelers in Brickell and downtown Miami leveraging Viceroy Miami's reputation for glamour and expansive amenities to upsell premium experiences, spa packages, and private events.

Distinctive amenities Capitalize on the property’s standout features such as the longest infinity-edge pool in Florida, a 28,000 sq.ft. theatrical spa, and rooftop lounge to create exclusive packages for large groups, weddings, and corporate retreats.

Event and enterprise outreach Position the hotel as a premium venue for meetings, incentives, conferences, and corporate celebrations with tailored event spaces, customized catering, and technology-enabled conferencing services.

Upsell through experiences Develop curated experiences around the hotel’s signature restaurant, poolside offerings, and spa to drive higher ADRs and drive cross-sell opportunities for in-room amenities and long-weekend itineraries.

Growth and partnerships Explore collaborations with luxury brands, incentive travel programs, and local businesses to expand visibility among affluent travelers, while leveraging Miami’s tourism growth to capture market share against competitors with larger staff counts.