Beth Butzlaff will return to Virtuoso as the global luxury travel network’s first-ever General Manager for the United States, the consortia has confirmed.
The new role plays a key role in Virtuoso’s post-pandemic evolution as it enhances its global integration while maintaining responsiveness to local market dynamics.
“The U.S. is our largest and most complex market, and having the right leadership in place here is absolutely vital,” said Brad Bourland, Chief Operating Officer of Virtuoso.
Most recently, Butzlaff held senior roles at Ensemble and Global Travel Collection, overseeing partner relations and strategic initiatives. “Beth brings that rare combination,” Bourland continued, “along with more than 25 years of experience spanning strategic planning, partner relations, operations and market development.” Her appointment is a key milestone in Virtuoso’s broader globalisation efforts. According to the company, the creation of a U.S. General Manager role allows for a unified global strategy that can be locally adapted. This balance ensures both consistency and innovation across markets. “This new structure enables Virtuoso to remain regionally responsive while driving innovation and consistency on a global scale,” the company said. Michael Londregan, Virtuoso’s Senior Vice President of Global Operations, emphasised the significance of Butzlaff’s return, saying:
“Beth’s appointment ensures that we are not only honouring the legacy of what has made Virtuoso exceptional, but that we are positioning ourselves to lead the future of luxury travel.”Butzlaff’s return to Virtuoso follows a 25-year career in the travel industry. She previously spent 14 years with Virtuoso, where she advanced to Vice President, Cruise and later Vice President, Global Partner Relations.
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Most recently, Butzlaff held senior roles at Ensemble and Global Travel Collection, overseeing partner relations and strategic initiatives. “Beth brings that rare combination,” Bourland continued, “along with more than 25 years of experience spanning strategic planning, partner relations, operations and market development.” Her appointment is a key milestone in Virtuoso’s broader globalisation efforts. According to the company, the creation of a U.S. General Manager role allows for a unified global strategy that can be locally adapted. This balance ensures both consistency and innovation across markets. “This new structure enables Virtuoso to remain regionally responsive while driving innovation and consistency on a global scale,” the company said. Michael Londregan, Virtuoso’s Senior Vice President of Global Operations, emphasised the significance of Butzlaff’s return, saying:
“Beth’s return to Virtuoso at this transformational moment is incredibly meaningful. She brings the insight, credibility and strategic mindset required to lead the U.S. region through this next evolution, while reinforcing Virtuoso’s market leadership and global momentum.”Butzlaff will officially assume her role on 16 June and will be based in Virtuoso’s Seattle office, reporting directly to Londregan.
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