At its annual forum, Virtuoso, leading global
network specializing in luxury and experiential travel brought together
over 400 of the industry’s top agency owners and managers from the U.S. and
preferred global partners to announce new marketing, product and program
updates.
At Fort Lauderdale’s Pier Sixty-Six location on January 29, members
and partners heard from Virtuoso senior executives regarding network
updates, traveler trends and insights, product improvements and more.
Virtuoso Senior Vice President, Marketing Helen McCabe-Young
and Senior Vice President, Global Member & Partner Sales Cory Hagopian
shared marketing, product and program updates the network can look forward to in
2025.
“In developing products and programs, it’s critical to look
both inward and outward,” said Hagopian in a statement. “While member and
partner feedback are invaluable, we also look at trends and economic dynamics
to develop tools that meet the evolving needs of our network and engage the
highly diverse luxury travelers we all serve.”
He said, “As we continue to emphasize our digital
transformation, we are also in the process of a global content transformation
that puts the luxury traveler at the center of everything we do.”
McCabe-Young announced the new Social Media Content Center launch
where members and advisors can augment and scale their own social media efforts
and along with Hagopian, discussed the integration of ‘First Look’ videos and
social campaigns for Virtuoso advisors use on their own social media channels.
“We’re driven by the belief that, together, we can create a
powerful flywheel effect, widening our sphere of influence and delivering even
greater value to the traveler,” said McCabe-Young. “This is just the beginning
of something much bigger and is one more step in building a globalized
constellation of content to empower all of us to inspire travelers and continue
to deliver even stronger results for our preferred partners and members.”
McCabe-Young also updated the audience on the network’s successful
‘So Virtuoso’ – ten campaigns developed in collaboration with Virtuoso partners,
fully-produced and live across the U.S., Canada, the U.K., Latin America, the
Caribbean and Australia. In 2024, the campaign was recognized with both a
Travel Weekly Magellan Award and a HSMAI Adrian Award.
Following the success of the pilot Villa Spotlight consumer
marketing campaign on the Virtuoso website, the network is launching Suite
Spotlight per requests from the network, with a second Villa Spotlight set to
debut in March.
Spotlights visually rich content experiences showcase the
unrivaled luxury of select, preferred partner villas and suites with the goal
of driving consumers to contact an advisor. When Villa
Spotlight launched, the website saw an increase in both website visitor traffic
and time spent on the site.
In 2024, Virtuoso also introduced Digital Destination
Experiences designed to elevate the website, offering comprehensive and
engaging platforms dedicated to specific global locations.
Digital Destination Experiences – which currently include
Madrid, Australia, Canada, Greece, Croatia and Los Cabos – aim to captivate
travelers with immersive and informative content.
With specific goals for each destination, Virtuoso drives
increased traffic through targeted media campaigns. Feedback has been positive
from participating partners based on their unique goals, and the program will
continue its growth in 2025 with the next destination – Toronto – already in
the works.
“As we look to the future, collaboration remains at the
heart of how we continue to add value for each other, how we change and evolve,
and how we commit to delivering innovation and excellence,” said McCabe-Young.
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