Virtuoso has expanded its luxury hotels and resorts network, adding over 100 new properties to its global portfolio in the past year. The network now includes more than 1,800 preferred hotels, offering a range of accommodations from expansive villas to intimate retreats. The growth is reflected in an increased average daily rate (ADR) of US$1,540 in 2024, a 3% rise from the previous year.
Virtuoso’s collection spans diverse properties, including large resorts like Wynn Las Vegas and onefinestay’s 5,000+ villas, as well as smaller boutique options such as Ladder, a Ted Turner Reserve in New Mexico, and the private island Moto Nao Nao in French Polynesia. Nearly half of the network’s hotels have fewer than 100 rooms, providing travellers with intimate, personalised experiences.
The network also introduced several exciting new properties through its Preview Property program. Notable openings in 2025 include The St. Regis Aruba Resort, Capella Taipei, and Aman Nai Lert Bangkok. Additionally, high-profile hotels set to open later in the year include Waldorf Astoria Costa Rica, Rosewood Amsterdam, and Fairmont Tokyo.
Data from Virtuoso reveals that suites and villas are particularly popular with luxury travellers, with 38% of respondents planning to book a suite and 27% preferring a villa. The network has launched consumer marketing campaigns such as Villas Spotlight and Suites Spotlight, showcasing select luxury properties. These campaigns have resulted in increased revenue and web traffic for featured properties.
Virtuoso continues to prioritise exclusivity, with 40% of its hotels being independent properties. The network's enhanced VIP amenities, offering benefits such as guaranteed upgrades and early check-in, have contributed to rising ADRs and bookings.