Elevated travel

Elevated travel

Elevated travel



A hot air balloon is soaring over a picturesque lake, offering breathtaking travel vistas of majestic mountains.

Virtuoso’s vast network of luxury-travel advisers bring together the best global destinations and trusted brands to guarantee a perfect holiday experience

Virtuoso is a global network of travel agencies and the world’s best travel brands that specialises in delivering carefully curated, luxury experiences that will live up to expectation. Holidays are tailored specifically for clients through a community of more than 20,000 travel advisers in 54 countries and a partner portfolio of more than 2,300 high-end brands, from luxury resorts, hotels and cruise lines to tour operators. This collaboration means high-net-worth and aspirational travellers gain unrivalled access to the most memorable places on the planet and peace of mind when planning the perfect escape.

“Not only do our advisers have extensive knowledge of the destinations, but they have also forged relationships that allow them to arrange bespoke experiences, whether it be an after-hours tour of the Sistine Chapel or an exploration of the Galapagos Islands with a third-generation naturalist guide,” says Matthew D Upchurch, Virtuoso’s Chairman and CEO. “When planning a trip with Virtuoso, the sky truly is the limit and clients will realise they have more options than they ever imagined.”

A woman in a hat is selling vegetables on a boat while traveling.

Virtuoso has a long history in the travel business. It was formed in 1986 through a merger of two companies owned by the Upchurch family – upscale tour operator Percival Tours and Allied Travel, a research and operations centre established in 1951 by a co-op of independent travel agencies. The goal was to unite these two sides of the travel equation, allowing clients to enjoy the best experiences possible. Originally from the US, Virtuoso has since expanded across the globe, unlocking more and better experiences for countless high-net-worth clients. “Today, our collective buying power of more than £23.5 billion a year ensures that our travel agencies and advisers are receiving additional benefits to pass to their clients, while our partners are getting the right kind of business because their guests have been properly advised and are well matched to the experiences they embark on,” explains Matthew.

The travel advisers are key to the Virtuoso experience. The first step is to ensure a client has the right adviser for their needs; this relationship is essential. Alongside the activities and excursions that are not accessible to most tourists, the advisers offer clients exclusive benefits, upgrades and better rates. They also save their clients time, as clients benefit from the advisers’ knowledge and expertise, as well as the personal contacts they have built over many years in the industry. “Our advisers provide advice, access, advocacy and accountability – a combination that’s impossible to replicate online or through any other booking channel.”

Clients also have access to the Virtuoso Wanderlist app. It enables users to create wish lists, share holiday ideas and discover some of the world’s best hotels, cruises and travel experiences.

Responsible travel is important to Virtuoso, with a focus on celebrating cultures, supporting local economies and protecting the planet. The company offers professional development on the topic for advisers and has assembled a Sustainability Council featuring prominent voices in sustainable tourism. “We want our clients to come away from their experience changed by how it made them feel, having had the opportunity to travel with purpose,” says Matthew. “To us, that is the ultimate luxury. With the recent rise of artificial intelligence, and the inherent doubt that it brings, it only raises the value of trusted relationships with real people who can deliver those experiences.”