Virtuoso held its annual Symposium from 13 to 17 May 2025 aboard the privately chartered Crystal Serenity with 375 industry professionals from 38 countries in attendance.
The high-level business meeting brings together the “most influential decision-makers of the luxury travel industry”, including Virtuoso’s top leadership and management from the network’s travel agency members and preferred partners.
Guests embarked in Barcelona and enjoyed shore excursions in Portofino and Monte Carlo before disembarking in Marseille.
During a day at sea, Virtuoso executives took the stage for the Opening Session, including Chairman and CEO Matthew D. Upchurch and Executive Vice President David Kolner. Upchurch discussed the top factors influencing luxury travel this year, according to a Virtuoso survey of agency owners and managers, which included geopolitical conflicts, political uncertainty, labour and staffing challenges, stock market volatility as well as the rise of technology. “In the midst of another tech inflection – or as some call it, a disruption – with AI, I love how optimistic Virtuoso members are about its potential,” he said. “Starting in the onset of the millennium, we have seen how these disruptions make travel – and the professional, knowledgeable, well-connected travel advisors – all the more important in people’s lives.”He noted the three fundamental trends that he believes contribute to the continued strength of luxury travel: six generations from the Silent Generation to Generation Alpha all traveling simultaneously for the first time in history; the prioritisation of experiences over goods; and the rise of global wealth. Senior Vice President, Global Events Jennifer Campbell shared a look at the evolving future of Virtuoso events, highlighting how they reflect broader transformations in the luxury travel industry – particularly in the areas of personalisation, sustainability, exclusivity and technology. Attendees also heard from Senior Vice President, Technology Paul Kearney regarding Virtuoso’s latest technology enhancements focused on data privacy and quality, as well as its philosophy around providing a choice of customisable solutions for the network, as opposed to a single tool for all.A panel of Virtuoso’s senior leadership team featured: Michael Londregan, Senior Vice President Global Operations; Helen McCabe-Young, Senior Vice President Global Marketing; Cheryl Cheney-Bunker, Senior Vice President Global Memberships; Thatcher Brown, Senior Vice President Global Products; and Cory Hagopian, Senior Vice President Global Partnerships. The session provided visibility into the continued strategic focus on membership and partnership quality and network engagement. Reflecting the foundational belief that “together is better,” they also discussed Virtuoso’s shared focus on the co-creation of new product solutions and tools that drive additive impact and business results, including the recently launched Social Media Content Centre.
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During a day at sea, Virtuoso executives took the stage for the Opening Session, including Chairman and CEO Matthew D. Upchurch and Executive Vice President David Kolner. Upchurch discussed the top factors influencing luxury travel this year, according to a Virtuoso survey of agency owners and managers, which included geopolitical conflicts, political uncertainty, labour and staffing challenges, stock market volatility as well as the rise of technology. “In the midst of another tech inflection – or as some call it, a disruption – with AI, I love how optimistic Virtuoso members are about its potential,” he said. “Starting in the onset of the millennium, we have seen how these disruptions make travel – and the professional, knowledgeable, well-connected travel advisors – all the more important in people’s lives.”He noted the three fundamental trends that he believes contribute to the continued strength of luxury travel: six generations from the Silent Generation to Generation Alpha all traveling simultaneously for the first time in history; the prioritisation of experiences over goods; and the rise of global wealth. Senior Vice President, Global Events Jennifer Campbell shared a look at the evolving future of Virtuoso events, highlighting how they reflect broader transformations in the luxury travel industry – particularly in the areas of personalisation, sustainability, exclusivity and technology. Attendees also heard from Senior Vice President, Technology Paul Kearney regarding Virtuoso’s latest technology enhancements focused on data privacy and quality, as well as its philosophy around providing a choice of customisable solutions for the network, as opposed to a single tool for all.A panel of Virtuoso’s senior leadership team featured: Michael Londregan, Senior Vice President Global Operations; Helen McCabe-Young, Senior Vice President Global Marketing; Cheryl Cheney-Bunker, Senior Vice President Global Memberships; Thatcher Brown, Senior Vice President Global Products; and Cory Hagopian, Senior Vice President Global Partnerships. The session provided visibility into the continued strategic focus on membership and partnership quality and network engagement. Reflecting the foundational belief that “together is better,” they also discussed Virtuoso’s shared focus on the co-creation of new product solutions and tools that drive additive impact and business results, including the recently launched Social Media Content Centre.
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