Virtuoso Travel Week
What’s hot and what’s not – trade shows are the perfect place to find out. The first thing that made it onto our "Hot" list? Las Vegas in August, with a stellar 110°F / 43°C. Thank goodness our other discoveries were a lot cooler: from private jet trips to luxury experiences in the Nordics – here are our most memorable moments from Virtuoso Travel Week 2025!
by LuxuryWise Editor-in-Chief, Iris M. Köpke
Virtuoso Travel Week
What’s hot and what’s not – trade shows are the perfect place to find out. The first thing that made it onto our "Hot" list? Las Vegas in August, with a stellar 110°F / 43°C. Thank goodness our other discoveries were a lot cooler: from private jet trips to luxury experiences in the Nordics – here are our most memorable moments from Virtuoso Travel Week 2025!
by LuxuryWise Editor-in-Chief, Iris M. Köpke
This year's lucky numbers:
Attendees
...representing more than 100 countries and over 1,900 luxury travel brands, braved the hottest Las Vegas August we can remember to connect with trusted partners and forge new industry friendships.
Sales Increase
...in H1 2025 across the global Virtuoso network compared to the first half of 2024. And by the way: not all of that increase is due to rising hotel rates – Virtuoso’s global leisure preferred ADR is up by "only" 8.1%.
of Clients
...would recommend their Virtuoso travel advisor to a friend – a new record! No wonder 8 out of 10 clients plan to continue working with their advisor. (Source: 2025 Virtuoso Global Luxury Traveler Report)
Memorable Moments
Great Globetrotting
How could anyone pass up this opportunity?! On Saturday and Sunday, travel advisors can attend Globetrotting Sessions and enjoy quick-fire presentations from suppliers. Cruise, family, wellness, ultralux… what’s your pick?
Mighty Music
Hey attendees – listen up! From female bagpipers and Japanese drummers to the passionate tap-tap rhythm of Argentine tango: Sunday night's Opening Session kicked off with a global sound spectacle that was music to everyone’s ears.
Big Boss
The one and only Matthew Upchurch welcomed attendees to the 37th Virtuoso Travel Week. His core message remains unchanged: embrace A.I. to your advantage – but stay irreplaceable by offering that unique human touch to clients.
Utterly Unreasonable
Will Guidara, renowned restaurateur and author of Unreasonable Hospitality, had the audience laughing, inspired, and maybe even blinking away a tear or two during his outstanding keynote speech.
Powerful Panel
A panel of four travel advisors from Australia, Canada, the U.K., and the U.S. shared valuable insights during the press conference. While demand remains strong, clients are increasingly value-conscious: suppliers must deliver.
Glamorous Gala
The Grand Finale: Virtuoso Travel Week ended on a high note with the Awards Gala, hosted by Australian actor Joel Jackson. Highlight of the night? Leslie Odom Jr.'s goosebump-worthy Hamilton performance.
Interview with Bea Sajon, General Manager Continental Europe
Bea Sajon, who has been with Virtuoso since 2023, took over the role of General Manager, Continental Europe, in May and recently moved from Miami to Madrid. An unexpected turn of events – but certainly not a bad one: She's well-versed in managing a region made up of diverse individual markets and is determined to ensure that her region is not treated as a miniature version of the ever-dominant U.S. market. That’s great news for Virtuoso members in Continental Europe who were concerned that their message of uniqueness might get lost along the way. LuxuryWise had the opportunity to meet Bea Sajon on the first day of Travel Week.
LuxuryWise: Switching from the Latin American market to the European one must be quite a change. How are you approaching this challenge?
Bea Sajon: Latin America is also a very diverse region, with 17 countries representing 85 Virtuoso members and more than 2,000 travel advisors. It obviously does not have as many different languages as Europe, but it’s still very diverse, so the jump is not that big. I’m convinced that many of the factors that made Latin America a success for Virtuoso can work in Continental Europe as well. Actually, there are more similarities than differences.
LuxuryWise: What are you most looking forward to in your new role?
Sajon: On the business side, it’s definitely about getting to know all the members and the region. And on the personal side, I’m excited because this is the first time I’m living in Europe. I also plan to continue learning French!
LuxuryWise: Some member agencies have expressed concerns that Continental Europe might not be approached in a way that reflects its unique dynamics, but rather following a U.S.-centric model. Are you planning anything along those lines?
Sajon: Not at all. I've spent 2.5 years in Latin America making sure they receive what works for them. The reason Virtuoso has a matrix structure is because we constantly ask: 'Will this work for everyone?' As Matthew Upchurch always says: we want to be globally consistent and locally relevant. The thought process is: we have nine regions, and whatever we do has to work across all of them. That’s exactly why we have dedicated resources assigned to the regions – to ensure they are well served. I'll be the biggest champion of 'This is not the U.S., this will not work here.'.
LuxuryWise: What is your main goal for Central Europe – attracting more member agencies, increasing revenue, or something else? Where is your focus right now?
Sajon: At the moment, I’m working on our strategy for 2026. To do this, I first need to understand the members’ priorities and then align them with Virtuoso’s priorities so we can define the strategy for this region. This approach will also apply to our preferred partners. Another key focus is our events, which are now confirmed for 2026: the Forum in Lisbon, On Tour in Seville, Connects in Amsterdam, and another On Tour in Zagreb.
LuxuryWise: Speaking of events: where and when will Central European member agencies have the opportunity to meet you in person?
Sajon: The next opportunity to meet members I haven’t visited yet will be at our event in Madrid this September. I’m also continuing visits to member agencies in their home countries — I’ve already done this in Spain and France, with more trips planned soon.
LuxuryWise: Before you head off to your next appointment: please tell us what you love most about Virtuoso Travel Week.
Sajon: I’ve attended three Travel Weeks so far, and I really enjoy the opportunity to connect with so many people in person. Virtuoso is all about human connection. The event can be a bit exhausting, but it’s also incredibly rewarding.
LuxuryWise: We couldn't agree more! Thank you for taking the time to meet with us.
*****
Touchy Topics
IC Surge
That escalated quickly! What a difference a year makes: while the topic of Independent Contractors (ICs) barely made waves at last year's Travel Week, this time it's the hottest topic in town. Word has it that the number of ICs within Virtuoso member agencies has skyrocketed – raising serious questions about quality control and the exclusivity of client perks. Concerns are growing that if thousands of travel advisors are able to offer elite amenities, the VIP factor might begin to dilute. One particularly controversial rumor: some agencies are allegedly encouraging clients to register as ICs just to access benefits – without ever intending to sell travel. Virtuoso CEO Matthew Upchurch has acknowledged the issue. His team is currently working on introducing clearer rules and tighter oversight for ICs moving forward. It’s a delicate balancing act: ensuring brand integrity without alienating promising new talent.
Travel to the U.S.
In his signature data-driven and always entertaining style, Virtuoso's Executive Vice President David Kolner didn't shy away from addressing the elephant in the room: the U.S. is falling behind in international travel. Latest figures from Tourism Economics (H1 2025) reveal: while every other global region is seeing growth in inbound international travel, North America stands out as the sole exception. Even within North America, all countries report year-over-year growth – except the United States. Particularly worrying: Canada, traditionally the largest international source market for the U.S., has seen a sharp drop, with cross-border car visits plunging 37% in July compared to the same month last year – the seventh month in a row of double-digit declines (Source: Forbes). That could hurt: According to the U.S. Travel Association, every 1% drop in international visitor spending costs the U.S. economy $1.8 billion in export revenue.
Well said: Top Quotes
"The quality of our future depends on how we will actively enhance and blend two rapidly evolving ecosystems – the human and the technological."
Matthew Upchurch, Chairman & CEO Virtuoso
"What becomes clear when reviewing fall bookings is this: what used to be shoulder season is now a new season in its own right."
David Kolner, Executive Vice President Virtuoso
"We need your voice on behalf of this industry: one in 13 jobs in America depends on tourism. The administration still needs to be very focused on making this industry work."
Bill Hornbuckle, President MGM Resorts International
"Our life's work is to ensure that your guests have memories that last across generations."
Marett Taylor, Chairman Global AKTG Advisory Board & Trade Relations
Top 3: Our Favorite Discoveries at Virtuoso Travel Week
LuxuryWise's Wow Moments: Thank You for having us!!!
Virtuoso & Fontainebleau Media Reception:
The Poodle Room (pictured) definitely walks the talk! Poochie Fifi welcomes every guest from her furry "throne" with plenty of cuddles and kisses – awwww! The food was delicious – but man, those were some mean spicy rigatoni! They nearly took my breath away even more than the incredible view over the Strip and out to the mountain backdrop.
Rosewood Cocktail Reception
The walk to Sadelle’s made all the trade show stress melt away immediately – straight through Bellagio’s blooming Conservatory! It was lovely catching up with everyone at the reception, but the most memorable conversation by far? A chat with Thomas Harlander, Managing Director of Rosewood Amsterdam. Finally, someone who truly gets the team perspective!
Hyatt Lifestyle Reception
Just a quick hop over to the chic Shops at Crystals and Bar Centro – where the hip Hyatt crew mingles with travel advisors (and the occasional travel trade journalist). My key takeaways? The brand-new Thompson Miami Beach is now open for bookings. And did you know there’s a Thompson property in Zihuatanejo, Mexico? Don’t worry – I hadn’t heard of the town either (and still can’t pronounce it right). But the photos? Absolutely stunning!
Preferred Hotels & Resorts Afterglow
The perfect way to wrap up a long trade show day? After the rather formal seated dinner events that happened all over the Strip, the party crowd makes its way to the Delilah Lounge & Restaurant at the Wynn. Smooth beats, cool drinks, and a noise level that makes business talk gloriously impossible – thank you for that! My voice was ready for a break anyway. But hold on… are we seriously still doing money talks out on the patio?!
Oetker Collection Lunch
Now that’s true luxury at a trade show: sitting down properly and enjoying hot, delicious food served family style. The Oetker Collection nailed the venue choice – Harvest at Bellagio couldn’t be more convenient for attendees. And sharing a table with two of Europe’s top properties made it all the more enjoyable. (Shout-out to Adelaida Borg from Le Bristol and Steven Sheridan from The Lanesborough!)
❤️ Special Recognitions ❤️
Let’s be honest: journalists love meeting with rep agencies and their clients at trade shows – but every now and then, we love it just a little bit more. THANK YOU to Natalie Bagwell Payne from Calliope Collective for the fabulous conversation and the life-saving rescue bar. And to Josy Karabolad from Round Hill Hotel & Villas – thanks for flying the Jamaica flag and treating me to that hair styling session!