Virtuoso has launched an Ultra-High-Net-Worth (UHNW) business division. The move signals the network's step into the "elite" sphere of luxury goods and lifestyle.
Newly appointed General Manager Shelby Donley will lead the business unit. As a previous Virtuoso travel agency owner, Donley brings years of industry experience combined with an innate understanding of UHNW clientele and perspective on how to cultivate relationships that serve their unique lifestyle. The move underscores Virtuoso’s commitment to further integrating into its network the savviest and most discerning consumers, as well as those who cater to them.
Virtuoso intends to leverage its reputation in global luxury travel to foster collaborations with luxury brands across jewelry, watches, fashion, art, culinary, wine and spirits, luggage, automotive, wellness and more as part of this initiative. By expanding its partnerships to reach new industries, Virtuoso says it will strengthen its influence in delivering bespoke offerings through its network of travel advisors and partners in a way that specifically caters to the ultra-affluent.
“This new initiative is yet another example of how Virtuoso co-creates with its members, advisors and partners,” said Matthew D. Upchurch, chairman and CEO of Virtuoso. “Combining the talents of our network with the talents of our dedicated team has been a winning formula, and I’m excited to see what this dedicated focus will bring.”
Through this strategic evolution, Virtuoso says it's reaffirming its leadership in the luxury lifestyle space, while also opening new avenues for growth and collaboration across industries. Harnessing its “network effect,” Virtuoso will seek to redefine what it means "to create meaningful connections among the world’s most exclusive brands."
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