The evolution of Virtuoso’s amenity offering with Preferred Hotels is bringing in new business to the consortia, says Cory Hagopian, Senior Vice President, Sales & Partnerships.
Speaking at this afternoon’s opening session of Virtuoso Travel Week 2024 in Las Vegas on the subject of ‘excellence’, Hagopain told an assembled crowd of over 4,750 attendees that one in four of Virtuoso’s hotel partners are now participating in the enhanced amenities program, with more set to join.
Traditionally, Virtuoso’s amenity offering was comprised of a room category upgrade, early check-in and late check-out (all on an availability basis at check in), and a food & beverage or spa credit.
Hagopian said these new amenities include higher commission and guaranteed early check-in and late check-out – confirmed at the booking.
A slide from his presentation showing the success of those enhancements pinpointed that production at the likes of Gansevoort Meatpacking (New York City) and the Rome Cavalleri, Waldorf Astoria were up 92% and 146% respectively. Meanwhile bookings at Six Sense Rome and the Ritz-Carlton NoMad have soared 82% and 118% compared to the same time last year.
The former Accor senior executive also confirmed that Virtuoso is currently working on a program that will focus on supporting the Suites & Villas of ultra-luxury hotel member properties, to be rolled out later this year.
“At the average rate of a suite, we know our members can deliver, so watch this space.”
Hagopian revealed a modernisation of Virtuoso’s 38-year-old Tours & On-Site program will focus greater on segmentation, is in the pipeline.
Virtuoso also relaunched its air program as a Preferred Partner category this year. That includes a growing list of air providers and airline self-ticketing agreements.
“We aim to provide global choice and combinability with your own sources,” he said of the air program.
Hagopian, who oversees global network and partner relations, said “my vision of sales culture centres on enhancing the strategic conversations we have to better serve our network and to deliver the right solutions through our system and the team across the globe that supports you.”
That has included the addition of 24 new team members around the world in 2024.
In the past year, Virtuoso added 109 partners, 71 new hotels, 26 tour and on-site partners, 8 new tourism board alliances and four new cruise lines. The consortia’s total partner network is now around 2,300 members.
On the network-front, Virtuoso added 18 new members and the total member network is now 5,800, honing in on one hundred countries globally (that includes four more countries than last year).
“A key takeaway is we have seen year-over-year, preferred partner growth of 15% while we have only increased our partner network by 5%.”
On the topic of Excellence in Network Composition, Hagopian highlighted how Virtuoso collaborates with its elected committees and internal business intelligence team “to add product where we need it, but also to make sure we do not add product and dilute the business of our partners that we already currently work with.”
Further, he noted that maintaining network excellence “is not only about how we grow, but it’s also who we retain.”
“We continue to review our members and our partners and are actively working with our boards and committees to ensure everyone is meeting quality members.”
Lead image: Rome Cavalieri, A Waldorf Astoria Hotel
