NUBA, an “ultra-luxury" travel agency based in Madrid, recently announced plans to expand operations to the United States. The luxury boutique company, which is part of the Virtuoso network, has been in operation for 30 years; its new U.S. office is in Coconut Grove in Miami and is run by Carolita Urrestarazu, the head of business development.
NUBA has 120 advisors worldwide and 18 in the U.S. so far. The company reports that it currently has a strong roster of high-net-worth clients in Latin America. In addition to Spain, it also operates out of Mexico and a new office in Colombia. NUBA also owns a boutique DMC in Mexico, catering to American clientele.
In making its announcement about its entry into the U.S. market, NUBA quoted the research firm McKinsey, as saying that “demand for luxury tourism and hospitality is expected to grow faster than any other industry segment, as younger and wealthier clientele dedicate their spending to extraordinary leisure experiences. Global spending on luxury travel is expected to reach $391 billion by 2028.”
“Looking into 2025, NUBA is dedicated to establishing itself as a leading travel agency for affluent U.S. travelers,” NUBA officials said in a statement.
Luxury Travel Advisor caught up with Mario Del Duca, managing director of the Americas, to find out exactly what NUBA has in mind for the United States, and travel advisors in general.
“A key focus is recruiting bilingual, Spanish-speaking advisors to cater to our international clientele, particularly high-net-worth Latin American travelers who have strong connections with the U.S.,” said Del Duca.
And luxury is the name of the game when it comes to this boutique agency, which is also a member of many of the exclusive hotel loyalty groups for travel advisors, such as Vita by The Leading Hotels of the World, Rocco Forte Knights, Belmond Bellini Club, Rosewood Elite and those run by Four Seasons, Preferred and Baglioni.
“We are actively recruiting top-tier U.S. advisors who align with NUBA’s vision of delivering exceptional, tailor-made experiences,” said Del Duca. “We seek advisors with a deep understanding of the luxury travel industry, a strong client portfolio, and a passion for curating extraordinary journeys.
"Ideal candidates have high-touch service experience, destination expertise, and a commitment to designing highly customized travel experiences beyond conventional luxury.”
Del Duca says that NUBA operates as a bespoke luxury travel firm with a highly personalized, experience-driven approach. “Unlike traditional agency or consortia models, NUBA is not a membership-based network but rather a curated collective of top-tier travel designers who craft tailor-made journeys,” Del Duca told Luxury Travel Advisor.
He said the U.S. luxury travel market represents a significant opportunity for NUBA. “With a growing demand for bespoke, immersive, and highly curated experiences, we see an increasing need for a travel partner that goes beyond luxury accommodations and delivers truly unique, one-of-a-kind journeys,” said Del Duca. “NUBA has built a strong reputation in Europe and Latin America, and expanding to the U.S. allows us to bring our expertise and global network to an audience that values exclusivity, personalization, and extraordinary travel.”
Its global infrastructure is a plus for NUBA advisors and plans are to expand that network, in part by adding on more DMCs to ensure it has exclusive local connections in key destinations, said Del Duca.
Other travel advisor benefits include a proprietary CRM system, and personalized marketing support—including branding, content creation, and client engagement strategies—to help advisors scale their business efficiently, he added.
NUBA also participates in all major luxury travel tradeshows and offers continuous learning opportunities, exclusive FAM trips, and private training sessions to ensure advisors stay ahead in the industry.
When asked who NUBA sees as potential competitors in the U.S., Del Duca demurred. “Rather than viewing others as direct competitors, we see an opportunity to carve out a niche where luxury meets true personalization,” he said.
“Some established agencies and consortia serve high-net-worth travelers, but few match our ability to design completely bespoke, off-the-beaten-path experiences with the level of access and meticulous attention to detail that we provide,” said Del Duca.
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