Upchurch dismisses AI threat as Virtuoso soars to new heights

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Virtuoso has seen network sales rebound beyond pre-pandemic levels, with Chairman & CEO Matthew Upchurch confident that growth will continue well into the future despite challenges from technological advancements like AI and growth in direct bookings. Speaking today at the Virtuoso ANZ Forum 2025 currently underway at The Ritz-Carlton Perth, Upchurch said the outlook for advisors, especially those involved in personalised and high-end service, was overwhelmingly positive if advisors can find the right balance between leveraging technology and emphasising the human touch. Taking place from 24 to 26 February, the Forum brought together 190 attendees, including owners and managers from Virtuoso’s travel agency members across Australia and New Zealand along with preferred partners from around the world.

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“Since 2010, our core purpose has been to enrich lives through human connection,” Upchurch said. “Some may have thought it was just a slogan or feel-good sentiment, but it turned out to be our most defensible business model and the defining element of what Virtuoso advisors offer.

“Interacting with other people is not a desire, but a human need. Travel is a key vehicle for these interactions and exactly why the work of our advisors has never been more important.”

He hit back at the recent comments by Booking.com CEO Glenn Fogel who told the Skift conference in August 2024: “The truth is the human travel agent has been a declining population for a very long time. And, I’ll tell you, the thing we are working on right now in AI and things of that nature, I suspect it’s going to continue to decline.” Instead, Upchurch sees intense opportunity, with AI to become a crucial tool for propelling agencies forward. The event featured a development session with Dr. Jill Schiefelbein who shared her expertise in developing an AI strategy, urging agents to seize the new technology’s potential. The travel advisor’s upper hand will always be their ability to create human connections, according to Upchurch. “The point is that tech first solutions can have a very short lifespan of competitiveness, whereas businesses built on the strength of human connection and assisted by technology can actually be the hardest to replicate,” he said. “And why is that? Because it is human centric, because it’s emotions-based, and it’s hard to scale.

“Travel advisors are influencers in their own right. But not in a fake way, in real way. Travel advisors are not just another form of distribution, they are an investment in relationship marketing in an increasingly competitive market.”

As technology continues to advance, the ability of advisors to connect with clients on an emotional level becomes an even greater competitive advantage. Upchurch urged Forum delegates to focus on providing unique, high-touch experiences that machines cannot replicate. This is where the value of a “trusted travel advisor” shines, he stressed, as they are capable of offering personalised recommendations and attention that AI simply cannot match. In fact, the industry’s future will hinge on “humanising exceptional” service while automating predictable tasks to free up time for the most impactful, personalised engagements,” he said. 2024 proved to be another record-breaking year for the Virtuoso network with sales surpassing 2019 numbers by 239% and significantly outpacing the broader travel industry, which grew an average of 125% in the same period. The network’s total sales in Australia and New Zealand increased by more than 17% last year compared to 2023, with sales up across the cruise, hotels, service and tour categories. Cruise sales led the way in year-on-year growth with a 30% increase.

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