As the epicentre of the world’s travel market shift towards Asia, the region is quickly becoming a key growth darling for Virtuoso, the global network of luxury travel advisors and providers. With a strong presence across the US, Europe, and Australia, Virtuoso is now doubling down its efforts and investment in Asia’s fast-growing luxury travel market.
“Never in the history of the planet that we have six generations of people all travelling at the same time,” said Virtuoso chairman and CEO, Matthew Upchurch. He referred to this phenomenon as part of the “longevity revolution”, pointing out that 66% of all people who have ever reached the age of 65 are alive today.
This growing demographic, coupled with rising affluence across economies and a preference for experiences over goods, is fuelling a new wave in travel demand.
Virtuoso’s expansion in Asia
We realised that that we need to have teams on the ground that really understand the market… We are excited about the potential for luxury travel in Asia.– Matthew Upchurch, chairman and CEO, Virtuoso
Virtuoso’s commitment to Asia is highlighted by the opening of its new Singapore office earlier this year, headed by general manager of North and South East Asia Raymond Ang. Recent hires, account manager of member relations Angeline Tang and marketing manager Eunice Lee, have joined the team in Asia.
The Singapore office marks Virtuoso's second base in Asia, following the successful launch of its Shanghai office in 2019. Despite the challenges posed by Covid-19, Virtuoso’s presence in Greater China grew steadily throughout the pandemic, emphasising the importance of having local teams.
“We were very successful, both in Australia and New Zealand, and we realised that that we need to have teams on the ground that really understand the market,” said Upchurch. “We are excited about the potential for luxury travel in Asia, with a focus on high-growth markets and the importance of understanding local needs.”
To date, Virtuoso boasts 49 agencies in Greater China and 19 agencies in the rest of Asia.
Virtuoso’s renewed focus on Asia includes plans to host seven events across the region in 2025. Additionally, it is currently considering Singapore as one of its potential destinations for its Virtuoso Symposium in 2026.
‘Not a hotel amenity programme’
While Virtuoso is often associated with exclusive hotel perks, Upchurch was quick to point out that the network’s mission goes beyond that. “If you think Virtuoso is just a hotel amenity programme, that’s not who we are. We’re about creating and bringing to this part of the world, a global organisation that can work together to look to capture those opportunities and to share information and best practices from around the world.”
Virtuoso reports that by 2025, seven generations will travel simultaneously, including Gen Z parents with their children, and luxury travel must adapt to this emerging multigenerational trend.
Professional development remains a priority for Virtuoso’s 20,000 global members across 58 countries, about half of whom are based in the US. Upchurch emphasised the network’s focus on creating long-term, trusted relationships between clients and advisors.
Upchurch underscored the importance of relationships in the luxury travel sector. “If you tell customers that you just book travel, you’ve already lost before you start because there are new ways to book travel every way.
“True advisors deliver value before, during, and after a trip. It’s about elevating the quality of experiences through constant learning and adaptation.”
Will independent contractors take off in Asia?
The entrepreneurial spirit is alive and well within Virtuoso’s network, and Upchurch believes the independent contractor model—already popular in the US and Mexico—will soon catch on in Asia. He cited the example of a former entertainment lawyer from Los Angeles who transitioned to luxury travel advising and achieved US$15 million in sales within two years.
“The diversity of models within our network is incredibly exciting,” he said. “Many of our independent contractors were professionals in other fields who decided to switch careers, leveraging their extensive social networks and passion for travel.”
Upchurch sees great potential for similar career shifts in Asia, where he expects more professionals to enter the luxury travel space as independent contractors. Virtuoso already counts several boutique concierge companies and other non-traditional agencies among its members, reflecting the network’s evolving membership profile.
“What gets you into Virtuoso is a proven track record of serving high-net-worth travellers, along with the volume to meet our standards.”