Virtuoso is leaning into its global reach, focusing on destinational stewardship, as the luxury travel network looks to evolve with today’s high-end traveller.
“Overall luxury travel is now more about how travel makes you feel versus what you spend,” says visiting Virutoso gm Australia and New Zealand Kara Glamore. “It used to be all splashy cashy….but now [luxury travellers] want a trip that makes them feel something; they want to feel more immersed, they want those things that are going to last a lifetime in their memory bank.” Experiential-based travel, working with artisans, and exclusive experiences are increasingly in demand for luxury travellers, she adds. Virtuoso is looking to profile the value of being part of its invite-only membership including its global access to a huge range of product and contacts, unlocking access to those local artisans and exclusive encounters. American-born Glamore says Virtuoso has been building on its US roots and expanding its networks globally, adding that Asia Pacific is a key growth region. “We’re about quality not quantity, but I think there’s room for some growth in New Zealand,” she adds. While there’s no membership growth target for this market, Glamore says the network is in contact with some perspective members. “There’s the production threshold that you need to met and certain other criteria to meet because this is an elite network… but new members joining Virtuoso have had a 30% [revenue] increase and I’ve heard some say it’s doubled their business—it just kind of kicks open doors.”
At the same time Glamore says the growth is not just for the books, but also the consultants. “You’ll see the growth of yourself and your own development,” she adds.
. . . Forum
Virtuoso membership includes an invite to its annual regional forum to put its members into direct contact with suppliers, says Glamore.
Next year it is in Hong Kong. The concept of giving back, or stewardship immersion, will feature as Virtuoso looks to embrace the shift towards experiential travel and embrace volunteer or community experience.
For perspective members, Glamore says cruise sales can be the difference between making the Virtuoso threshold and not, because it’s such a big ticket item. “It’s such a growing category, particularly in the luxury area that to me could be the slam dunk [into Virtuoso membership] for lots of people.”
