Matthew Upchurch

Virtuoso—and the travel industry at large—has boomed over the past 20 years, mostly due to the proliferation of the independent contractor (IC) model. According to The Travel Institute, in 2008, less than a third (29%) of travel advisors were ICs; now, it’s the exact opposite, with 71% of advisors working as ICs.

Virtuoso CEO and Chairman Matthew Upchurch is encouraging the industry to flip from using the phrase ‘over tourism’ to ‘destination stewardship’, which the World Travel & Tourism Council has been referring to the edgy topic for the past four years.

A shift is required in how the profession of a travel advisor is perceived in order to attract and develop the next generation of talent, say industry experts.

By recognising that today’s travellers span multiple generations and backgrounds, Virtuoso CEO and Chairman Matthew Upchurch believes the industry can better serve a wider audience and unlock unprecedented growth.

Virtuoso’s decision to appoint a US General Manager by the end of the year aligns with the luxury travel network’s goal to create a “truly global” operation, according to Chairman and CEO Matthew Upchurch.

Virtuoso’s top performers from across Australia and New Zealand were recognised at the second annual regional Virtuoso Awards on Wednesday night, where Auckland was revealed as the location of next year’s Forum event.

Virtuoso has seen network sales rebound beyond pre-pandemic levels, with Chairman & CEO Matthew Upchurch confident that growth will continue well into the future despite challenges from technological advancements like AI and growth in direct bookings.

Virtuoso’s Chairman and CEO, Matthew Upchurch, offered insight on the global luxury travel network’s overarching strategy and vision at last week’s Virtuoso Travel Week.

Matthew Upchurch, Chairman and CEO of global luxury travel network, Virtuoso, has revealed the three major focus points that are top of mind for the consortia at present, alongside new initiatives being developed to preserve the company’s distinction.

Matthew Upchurch, CEO and Chairman of Virtuoso sat down exclusively with LATTE yesterday to share his enthusiasm to be able to celebrate the luxury travel network’s 20th anniversary in Australia.

Virtuoso celebrates 20 years in Australia and New Zealand with a sailing on The Jackson superyacht in Sydney, hosting key partners, media, members and industry professionals.

Virtuoso Chairman and CEO, Matthew Upchurch, delivered a message of hope and opportunity to attendees at the Opening Ceremony of the 2021 Virtuoso Travel Week held in Las Vegas.