{"id":38642,"date":"2019-12-06T15:25:33","date_gmt":"2019-12-06T14:25:33","guid":{"rendered":"https:\/\/www.luxury-hotel-expert.com\/?p=38642"},"modified":"2025-07-14T16:28:17","modified_gmt":"2025-07-14T16:28:17","slug":"virtuoso","status":"publish","type":"post","link":"https:\/\/delporte-hospitality.com\/en\/virtuoso\/","title":{"rendered":"Virtuoso"},"content":{"rendered":"

\"\"Matthew Upchurch <\/span><\/b>is a travel industry visionary with a lifetime of experience in numerous sectors of the field; he has\u00a0led Virtuoso to become the top luxury\u00a0travel network in the world. Matthew was named to the American Society of Travel Agents Hall of Fame in 2004 and the Cruise Lines International Association Hall of Fame in 2010, and has served as the chairman of the Travel Institute.<\/p>\n

During the last ILTM show in Cannes 19, he’s shared his vision about luxury hotel.<\/p>\n

Virtuoso is the leading gold network of travel retailers, specialists and advisors in the country. We are not just an American company. We have American roots, but we have advisors in about 50 countries. We have a little over 17,500 advisors in these countries. We do about 24 million in turnover around the world. We\u2019ve just expanded in China; we\u2019re very strong in Australia and the Americas, so we opened up in Europe about four years ago.<\/p>\n

The more interesting things that we do relate to what\u2019s been happening. The reality is that, yes, the traditional human vending machine travel agent has been replaced by the DIYs online, but the rise of travel advisors has never been stronger. Careers are incredibly strong. We\u2019re getting tremendous amounts of career structures. 9 years ago, I met the first lawyer\/attorney\/barrister who quit their law practice to become a Virtuoso advisor. I was incredibly excited because I thought it was the real deal when lawyers are quitting the law practice to become travel advisors. 9 years later, I\u2019m like, \u201cOh, another one,\u201d because we\u2019re getting so many of them: investment bankers, young people, college graduates, etc.<\/p>\n

It\u2019s really an amazing profession for a lot of different reasons. Mobility is one of the things that have changed this profession. If you wanted to be a travel advisor 15 years ago, here\u2019s your cubicle, here\u2019s your reservation system, and you might get lucky to take a trip during the year. Today, this profession is on the leading edge of the digital nomad revolution because these people can work from anywhere from around the world and frankly, their travel generates business.<\/p>\n

Social media and mobility have made this an amazing profession that is attracting, quite frankly, a whole other caliber of people. It\u2019s been quite interesting. In the last 5 years, we\u2019ve grown the number of advisors by 126%, but high net worth individuals have grown by 156%. Never in the history of the planet have we had four generations of consumers all traveling in the same kind of numbers. You have the 80-year olds, the World War II generation, Baby Boomers, the Gen-Xers and the millennials. Now, we\u2019ve always had 80-year old people traveling, we\u2019ve always had young people traveling, but never in this amount and this size. That\u2019s one of the reasons why we see luxury travel and travel in general growing.<\/p>\n

As we have members all over the world, we collect data and perform trend analysis. Depending on where you are in the world, we\u2019re developing these data sets and trend analyses specific to your market.<\/p>\n

Here are some interesting statistics. Nearly 10% of the world\u2019s GDP is travel and tourism. Nearly 300 million people are employed by travel and tourism. What\u2019s very interesting is a statistic shared by our CEO: that in 2017, roughly 50% of all new jobs in the world were in travel and tourism. It\u2019s a driver of economic force in a lot of very interesting ways.<\/p>\n

Our growth has been in the double digits, with 29% growth last year. So obviously, our numbers are up tremendously and our profession is up tremendously. The desire for travel is shared by multiple generations. What\u2019s interesting is that you have the Boomers who have the money and now the time, the millennials who are prioritizing experiences over acquisition of goods, which, by the way, is not just a trend; it just keeps getting stronger.<\/p>\n

We\u2019ll share some primary research that Virtuoso does around the world. Global human research organization. Here are some of the principles we got from research on affluent travelers. One of the things that has been very interesting is that luxury travel. What we call the era of meaning. It used to be about mastery; how can I do this myself; let me show you how smart I am. It used to be about the deal. But now there\u2019s this interesting era where affluent people around the world are beginning to understand who they are, what they do and their responsibilities, and they call it the \u2018era of meaning.\u2019 Through their self-improvement, and the government is a key driver, we are seeing responsibility for those who lack, obligation to protect the climate and meaningful travel consumption. It\u2019s not about just being more ostentatious.<\/p>\n

But one of the things I wanted to share is the fact that when we did this study, some of the research already existed, but what had never been done is comparing the affluent customers who did it themselves to the affluent customers who actually used advisors. We\u2019re going to be seeing statistics here that are very interesting. I think if you really think about it, it\u2019s kind of common sense. With the online revolution, we all know the intuition that anyone can do everything online.<\/p>\n

Let me give you an example of another industry that parallels what happened to travel agents: stock brokers. 20 years ago, everybody was calling stock brokers, whether you just transacted or whether you needed good advice. But the online revolution came on in the financial services, and you see a huge percentage of people who go DIY, but you also see in that same period of time this massive growth in private wealth advisory. Which means that just buying or selling the stock is not an issue. I always tell a Virtuoso advisor that if you tell somebody that you\u2019re in the business of booking travel, you literally lost before you even started the conversation. Because if you walk into any high end store and you say, \u201cI know how to ring the cash register,\u201d you kind of take that for granted. It\u2019s what happens before, during and after the sale that matters.<\/p>\n

I\u2019ll show you some statistics quickly. That have to do with the percentage of how people answer these questions and how much more said the same thing. Here\u2019s one that I find incredibly interesting. What\u2019s happening is the baseline of quality is getting so good that it\u2019s getting harder for luxury products to differentiate themselves because some of the brands are raising the bar on the quality of the products. A lot of affluent people say that. We have a saying called the \u2018Good-enough syndrome\u2019. If I\u2019m somebody paying $500 a night, and somebody else is charging me $700 a night, most people who have earned a lot of money are actually fairly humble. Most people think that rich people are ostentatious and all that, but if you look at the psychographics of a lot of affluent people, they\u2019re very well-educated and they care about the world. The problem is that when you say the world \u2018luxury,\u2019 people have an instant image of Paris Hilton and Chihuahuas and shopping bags. That\u2019s a real problem. That\u2019s the downside.<\/p>\n

What could possibly be better? But it\u2019s nuances, it\u2019s things that are important. They are saying that \u201cquality is becoming so standard that I tend to evaluate products on other criteria.\u201d Meaning that they expect the quality to be good. It is about value. People who advise actually say that 69% more. People who feel like they have a personal relationships. 50% more. 80% would spend more for a brand that customizes the product for me. We\u2019ve been saying personalization for a long time, but the ability of the advisors to work with their partners on personalization has reached a whole new level, and it\u2019s trip by trip. The fact that you can maintain a profile that I like this kind of Champagne and this kind of pillow\u2014that\u2019s so basic. It has to do more and more with the emotions. More and more clients are calling up their advisors and saying this is how they want to feel on this trip. Not \u2018this is how much I want to pay,\u2019 or \u2018this is where I want to go.\u2019<\/p>\n

I like brands that have a history and heritage. It\u2019s one of the reasons that European brands do so well. Affluent consumers like the backstory; they like the fact that there\u2019s a history to it. I like brands that are committed to doing what is right. The same for accountability. The ethics behind a luxury brand. A lot of the studies show that affluent people are worrying about their children not having an understanding of their impact on the world. Travel, being a conduit to having great experiences but also being able to connect with lands and people that break away that reality.<\/p>\n

For over a decade, we have felt that the most important thing that we can do at Virtuoso is support sustainability. There are so many foundations and so many things. Within the Virtuoso network, we have some partners that are building absolutely remarkable things. We felt that as a network, the most important thing we could do is spend our time, energy and money putting a spotlight on those partners that are doing amazing things so that a consumer can see them doing that. We define sustainability; the problem is that if you ask 10 different people, 8 out of 10 times, they will only say the environment or green travel. Of course it\u2019s about the environment, but we define it in three categories. it\u2019s about ensuring benefits the local economy; and it\u2019s the preservation of natural and cultural heritage. This is how we are creating the Virtuoso sustainability movement. Our role, given that we have 17,500 advisors that are having conversations with high net worth individuals, is very simple. How can we make sustainability so that those who are doing the right thing are the most financially successful? If we can align what is good for the planet and what is good for society with what is good for business, then that is our number 1 priority. Developing that is very important.<\/p>\n

Now let\u2019s talk about the luxury market orientation and mindset. People do like luxury. It can be a clich\u00e9 sometimes that people misunderstand, but people do want luxury. That\u2019s that greater definition; not taking just when somebody needs me, but actually helping them work with somebody and collaborating with them. Luxury always has a place in our life. Luxury brands are worth the cost.<\/p>\n

Human connection is incredibly important for us. We as an organization have to be in luxury travel, but we have to reflect on our guiding principles or greater purpose. For us, it\u2019s enriching lives with human connection. Here at ILTM, I saw some of you are in Virtuoso in Las Vegas, where we do 348,000 meetings in four days. We really believe in a simple idea: don\u2019t take the human out of humanity. If I know you, it makes a difference to the way people experience travel. Human connections are incredibly important.<\/p>\n

People agreed positively to our survey: \u201cTravel plays a vital role in how I raise my children.\u201d We\u2019re having more and more clients who are becoming purposeful and taking more time deciding where they take their children and at what ages. We have more clients who say, \u201cYou know what? I\u2019m going to spend this money on vacations anyway, but I want to be more purposeful.\u201d What they do is they plan so that they say, \u201cWhen my child graduates from university, through their travel, I actually played a part in creating a citizen, someone who understands the world.\u201d<\/p>\n

In terms of trends, in emerging destinations, we all know that Japan is hot. By the way, multi-generational is not really a new trend; it\u2019s just picking up steam. The one I love is something that one of our members came up with: SkipGen. SkipGen is grandparents that your grandkids call your parents\u2019 mom.<\/p>\n

 <\/p>\n

\"\"
Hotel Crillon – Exterior Member Virtuoso<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"

Matthew Upchurch is a travel industry visionary with a lifetime of experience in numerous sectors of the field; he has\u00a0led Virtuoso to become the top luxury\u00a0travel network in the world. 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