WHY IT RATES: Both executives will be responsible for driving Virtuoso's business development to increase its footprint within their respective regions. -Janeen Christoff, TravelPulse Senior Writer
Virtuoso, the worldwide network of travel agencies, travel advisors and preferred partners leading the way in luxury experiences, has named two new seasoned executives to newly created senior leadership positions: Javier Arredondo was named general manager, Latin America & The Caribbean on 15 June and Karen Joyce joins the organization as general manager, Europe-Middle East-Africa (EMEA) as of 1 July. In addition to managing the teams already in place, both executives will be responsible for driving Virtuoso's business development to increase its footprint within their respective regions through strategic partnerships focused on expanding its global network of travel agency members and preferred travel providers, while elevating Virtuoso's brand awareness and preference among affluent consumers.
Arredondo's appointment elevates Virtuoso's more than 20-year presence within Latin America, where it has 118 travel agency member locations spanning 19 countries. He will leverage his lengthy experience in luxury lifestyle publishing to increase its offerings for the network's members and partners, build brand resonance and preference with affluent consumers, and position Virtuoso among other top luxury lifestyle companies. Arredondo will manage teams in Sao Paulo, Buenos Aires and Mexico City, where he remains based.
Arredondo comes to Virtuoso with more than two decades of experience as well as deep knowledge of his market. In 2001, he founded Travesías Media, where he served as CEO until February 2021. During that time, Arredondo took Travesias magazine from a start-up to Latin America's leading luxury travel and lifestyle publication. In addition to producing the magazine and multiple travel guides, books, videos and digital products, he has also worked with global brands and tourism boards to create communications strategies and projects in multiple languages. Virtuoso is among the brands Arredondo has helped to secure market share within Latin America. His lengthy relationship with Virtuoso and its network originated by extending the reach of the network's flagship magazine, Virtuoso Life, into Spanish-speaking Latin American countries, but would eventually grow to include partial ownership of a Virtuoso-affiliated member agency.
Having previously served as general manager of AOT/ATS Pacific New Zealand since 2018, Karen Joyce brings an extensive resume in inbound and outbound tourism as she prepares to take over Virtuoso's dealings within EMEA. As part of the wider Helloworld Travel Group, AOT and ATS Pacific are the two largest inbound tourism operators working with overseas travel advisors to promote travel to New Zealand. As general manager of the combined brands, her role was to set and deliver a five-year growth strategy through careful P&L management, by identifying source market opportunities, new products and marketing ventures, as well as overseeing day-to-day operations.
Prior to AOT/ATS, Joyce was general manager of luxury tour operator Austravel, where she worked with travel advisors and direct to consumers to sell outbound travel from the UK to Australia, New Zealand and the South Pacific. She established multi-channel marketing ventures through partnerships and helped turn the company into an award-winning brand. In both roles, she was responsible for creating and executing strategies that maximized profitability and brand resonance while also delivering high levels of service to both travel advisors and consumers alike, all areas of focus for her new role with Virtuoso. Joyce will be based in London along with her team, where she will oversee the region that Virtuoso entered in 2014 and has developed to now include more than 90 travel agency member locations in 24 countries.
As part of Virtuoso's global team, both Arredondo and Joyce report to senior vice president of Global Operations Michael Londregan. Arredondo assumed his new role as of 15 June, while Joyce will begin on 1 July.
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