Virtuoso Luxury Network Targets Europe for Member Growth

Virtuoso, the luxury travel network has luxury travel suppliers worldwide and travel agency members in 20 countries in the Americas, Australia and New Zealand. Now it’s set to focus on Europe for even more members as it grows into a global luxury travel network for both suppliers and travel agents. The news was announced at Virtuoso’s annual Symposium, which is being held in Berlin this week with some 200 travel agents and 250 supplier executives in attendance.

Virtuoso currently has 340 agencies with more than 620 locations throughout North and South America, the Caribbean, Australia and New Zealand amongst its membership. Combined that represents 8,900 travel advisors and more than $12.5 billion in annual sales.

Virtuoso said it plans to “accept expressions of interest” from agencies throughout Europe beginning in May. As a by-invitation-only group, Virtuoso will then vet interested agencies and accept only those that it deems to be the best in their given market based on industry reputation as well as luxury product sales.

“We look forward to teaming up with like-minded organizations to further our brand in Europe,” said Matthew Upchurch, Virtuoso’s chairman and CEO. “Much like we’ve done in other new markets we’ve entered, be it Australia or in Latin America, we have drawn upon the expertise of our members to help establish our value to the customer.”

One of the major attractions for European agencies is expected to be Virtuoso’s portfolio of more than 1,700 preferred travel providers worldwide. Virtuoso agencies can deliver personalized experiences, exclusive access and enhanced amenities often not available through other channels. In addition, the network’s annual meetings and conferences, which are only open to network associates, allow travel advisors to form deep professional relationships with top-level travel executives.

In other Virtuoso network news, Virtuoso said it will reorganize its executive team overseeing its agencies in Mexico and Latin America. It also has hired Michael Londregan, formerly of Tourism Australia, as executive general manager for Australia, New Zealand and Asia, based near Sydney, Australia.