New digital tools aim to enhance Virtuoso offering

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Virtuoso has unveiled a series of marketing, product, and program updates as it enters the next phase of its digital transformation. Earlier this year, Virtuoso introduced its Social Media Content Centre, which allows members and advisors to streamline their social media marketing efforts. The Centre offers tools to manage social channels such as Instagram and TikTok from one platform, featuring options for both automated and customized posting. Key features include AI translation across eight languages, making it easier than ever for members to engage with global audiences, according to the luxury travel network. This initiative aligns with the ongoing expansion of Virtuoso’s content offerings, including So Virtuoso co-op campaigns and the introduction of Virtuoso, The Magazine in the UK and Ireland. “In developing products and programs, it’s critical to look both inward and outward,” said Helen McCabe Young, Senior Vice President of Marketing. “While member and partner feedback are invaluable, we also look at trends and economic dynamics to develop and evolve marketing tools that meet the needs of our network and engage the highly diverse luxury travellers Virtuoso serves.

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“As we continue to emphasise our digital transformation, we are also in the process of a global content transformation that puts the luxury traveller at the centre of everything we do.” Virtuoso has also launched First Look videos and social campaigns, allowing partners to showcase new hotel openings and products to members.

Following the success of the pilot Villa Spotlight consumer marketing campaign last November on Virtuoso.com, the network has launched a second Villa Spotlight this month, as well as a Suites Spotlight in February.

These initiatives build on the success of the Digital Destination Experiences launched by Virtuoso last year. Destinations currently include Madrid, Australia, Canada, Greece, Croatia and Los Cabos.

“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 traveller,” said McCabe-Young.

“This is just the beginning of something much bigger and is one more step in building a globalised constellation of content to empower all of us to inspire travellers and continue to deliver even stronger results for our preferred partners and members.”

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