Virtuoso Shares New Tech, Marketing at U.S. Forum

Virtuoso recently brought together more than 400 travel professionals (split between agency owner/managers and partners) for its U.S. Forum, held at the Fairmont San Francisco. In addition to networking, professional development and sessions on industry trends and insights, Virtuoso shared how it intends to drive more business and optimization by attracting and engaging qualified, high-value travelers for the benefit of its members, advisors and preferred partners.

Looking ahead, the network’s aggregated 2023 leisure hotel bookings made in 2022 were 135 percent higher than bookings made in 2019 for 2020 and reflect record-high average daily rates (ADRs), reaching more than $1,800 for peak summer travel periods. July 2023 (the height of U.S. summer travel for the network) is already pacing 83 percent higher than July 2019. Across all sectors, Virtuoso’s 2023 bookings are up 52 percent from where they were for the same period in 2019 leading into 2020, which was considered the high-water mark for travel. 

In one session, Virtuoso’s newest executive, Senior Vice President Sales & Partnerships Cory Hagopian, led a panel of his peers, focusing on three key areas within the network: Technology, marketing and events. What’s to know?

Virtuoso’s development team is focused on creating a new Network Digital Experience for its members, advisors and partners with more advanced functionality and efficiency, according to Senior Vice President of Digital & Consumer Products Travis McElfresh. From personalized home pages with curated content to improved search features, the site is being designed to provide advisors with information at their fingertips that helps them better optimize time and sales efficiency.

Virtuoso Senior Vice President of Marketing Helen McCabe-Young spoke of the company’s efforts to attract new, high-value clients for the benefit of its members, advisors and preferred partners, with the launch of its first global consumer-facing campaign, “So Virtuoso.” Through recent print ads in such publications as the Financial Times HTSI and The New York Times “52 Places to Go in 2023,” plus online placements that include a takeover of The New York Times travel section and digital ads in Bloomberg Pursuits and Markets, Virtuoso is intending to introduce millions of high net worth and ultra-high net worth individuals to its network. It will continue building the campaign globally.

With both members and partners prioritizing opportunities to network and connect, Senior Vice President of Network Products & Events Jennifer Campbell detailed Virtuoso’s roster of in-person events for the year, including its Symposium in Montréal (May 17-23), Virtuoso Travel Week in Las Vegas (August 12-18) and Virtuoso Chairman’s Event in Taormina (October 23-27), as well as more than 40 other meetings and events around the globe. 

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