Virtuoso is taking its expertise in the luxury travel market in a new direction: luxury goods and lifestyle. The travel network will collaborate with world-renowned prestigious brands to enhance its customer offerings.
The goal is for the new ultra-high-net-worth (UHNW) division to complement what Virtuoso calls its longstanding global leadership position in luxury travel. Virtuoso’s strategy is to leverage its reputation in global luxury travel to foster collaborations with elite brands in jewelry, watches, fashion, art, culinary, wine and spirits, luggage, automotive, wellness and more.
By extending its partnerships to new industries, Virtuoso will enhance its ability to offer bespoke services to its customers through its elite network of travel advisors. This broadening of its reach will strengthen its leadership position in the luxury lifestyle space.
“This new initiative is yet another example of how Virtuoso co-creates with its members, advisors and partners,” said Matthew D. Upchurch, Chairman and CEO of Virtuoso. “Combining the talents of our network with the talents of our dedicated team has been a winning formula, and I’m excited to see what this dedicated focus will bring.”
The brand new business division will be headed up by newly appointed General Manager Shelby Donley, previously a Virtuoso travel agency owner.
Virtuoso Chief Operating Officer Brad Bourland said: “The establishment of our UHNW division marks a transformative moment for Virtuoso, enabling us to build stronger relationships with ultra-luxury brands and deliver an unparalleled level of service to our most discerning travelers….”