Virtuoso recently hosted its annual symposium from May 13-17, 2025, aboard the Crystal Serenity, with 375 leading professionals from 38 countries in attendance. The event brought together influential decision-makers in the luxury travel industry, including Virtuoso’s top leadership, travel agency members, and preferred partners, with support from Abercrombie & Kent, Crystal, AmaWaterways, Barcelona Turisme, The Bicester Collection, Visit Monaco, and Princess Cruises.
The symposium featured industry discussions, thought leadership sessions, deep dives into travel trends, and networking opportunities. Attendees were equipped with actionable business insights while building relationships through immersive experiences.
The event began in Barcelona, with shore excursions in Portofino and Monte Carlo before concluding in Marseille. During a day at sea, Virtuoso executives, including chairman and CEO Matthew D Upchurch, executive vice president David Kolner, and senior vice president Jennifer Campbell, addressed the evolving landscape of Virtuoso events. Campbell highlighted transformations in luxury travel, focusing on personalisation, sustainability, exclusivity, and technology. Paul Kearney, senior vice president of technology, also shared updates on Virtuoso’s latest technological advancements, particularly around data privacy and customisable solutions.
A panel of senior leaders from Virtuoso discussed the company’s ongoing strategic focus on membership, partnerships, and network engagement. They also presented the newly launched Social Media Content Centre, designed to provide members and partners with targeted content solutions.
Upchurch discussed key factors influencing luxury travel in 2025, based on a Virtuoso survey, including geopolitical instability, political uncertainty, and labour challenges. Half of the respondents saw AI as an opportunity rather than a threat, with Upchurch emphasising the increasing importance of travel advisors amid technological changes.
Kolner shared insights on Virtuoso’s recent sales, revealing that 1Q2025 sales exceeded the same period in 2024 by 14 per cent. Hotel sales saw a nearly 30 per cent increase, and bookings for 2026 and 2027 were up 17 per cent. He also presented findings from the Owner/Manager Outlook Surveys, indicating optimism among agency owners for 2025, with many planning to hire staff to meet demand.
The symposium also highlighted ongoing luxury travel trends, such as the rise of coolcations in Scandinavia, increased US travel, and the impact of the White Lotus Effect on Thailand bookings. Sustainability remained a priority, with over 40 per cent of travellers willing to pay more for companies with environmentally-friendly practices. Additionally, safety and security were top concerns for luxury travellers, with many citing the added value of working with a travel advisor.
Guest speakers included Jessica O Matthews, founder of Unchartered, Anant Sharma, founder of Matter of Form, Gilad Berenstein, and Jill Schiefelbein, who discussed topics ranging from innovation and luxury consumer trends to the intersection of technology and travel.
The event’s immersive excursions included activities in Portofino and Monaco, such as kayaking, cooking classes, and historical tours, all designed to foster relationship-building through shared experiences.
