Virtuoso Expands Focus on Ultra-High-Net-Worth Clients

Last updated: 5:05 PM ET, Thu January 23, 2025

Travel agency network Virtouso has launched an Ultra-High-Net-Worth (UHNW) business division, a move that will include offering an elite sphere of luxury goods and lifestyle services.

Virtuoso said the new division underscores its “commitment to further integrating into its network the savviest and most discerning consumers, as well as those who cater to them.”

As part of today's announcement, Virtuoso said it intends to leverage its well-established reputation as a global luxury travel provider to foster collaborations with world-renowned luxury brands across jewelry, watches, fashion, art, culinary, wine and spirits, luggage, automotive, wellness and more. The move is designed to help Virtuoso expand its influence in delivering bespoke offerings through its network of elite travel advisors and best-in-class partners in a way that specifically caters to the ultra-affluent.

“This new initiative is yet another example of how Virtuoso co-creates with its members, advisors and partners,” Matthew D. Upchurch, chairman and CEO of Virtuoso, said in a statement.

Today's announcement included a leadership appointment as well: General Manager Shelby Donley will lead the new UHNW business unit.

As a previous Virtuoso travel agency owner, Donley brings years of industry experience combined with an innate understanding of UHNW clientele and perspective on how to cultivate relationships that serve their unique lifestyle.

“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, and Shelby’s profound expertise in the UHNW market make her the perfect choice to lead this initiative” added Brad Bourland, Virtuoso’s chief operating officer.