The leading collective of agencies took centre stage at Black Book 2026, welcoming attendees to its very own coffee lounge over the course of the two days. 

“It’s important for Virtuoso to be here because Black Book is bringing together those real influential leaders in the UK and Ireland luxury travel space,” Karen Joyce, General Manager EMEA at Virtuoso, told TTG.

The industry veteran said the event gave Virtuoso the opportunity to connect with agencies and suppliers “it works with all the time”, while also introducing its team to potential new members.

As part of its commitment to supporting the trade, the brand hosted buyers and exhibitors at The Black Book Lounge, by Virtuoso. 

“It’s really somewhere for people to take a little break and a cup of coffee, more than anything,” Joyce explained. “It’s definitely not just for existing people that we work with, but anyone who is interested in working with Virtuoso or simply wants to hear a bit more about the network.”

The swanky coffee lounge was also designed as a retreat from the busy market floor, which hosted more than 110 exhibitors and 150 advisors.

“We wanted to offer a break from the pressures of networking,” Joyce said. “I find that some of the most important conversations you can have sometimes actually happen over a relaxing cup of coffee.”

Expansion plans

Joyce also confirmed Virtuoso’s plans to expand its portfolio, which spans around 2,800 luxury suppliers across hotels, cruise lines, airlines, tour operators and destinations.

“We obviously have to evolve with what the luxury traveller is looking for in their travels,” said Joyce. “For the UK and Ireland, for example, our member agencies are looking for more experiential product. They want to go to these new destinations that they’ve not travelled to before.”

Joyce also revealed an increase in demand for cruise, especially expeditions to South America and Antarctica. Growth of Virtuoso’s agent membership, which currently stands at more than 20,000 advisors, is another priority.

Booking trends

Turning to emerging consumer patterns, Joyce highlighted a distinct shift toward shoulder-season travel, revealing that September has outpaced traditional high-summer peaks across the board.

“In the UK and Ireland, and across Virtuoso as a whole, September has been a really big month for travel,” Joyce said. “It has outsold August, not just for bookings, but also travel as well, so it’s twofold.”

She attributed the surge to clients seeking optimal weather while actively avoiding peak-season congestion.

“Part of that is the traveller wanting to go to these destinations, but to avoid those really peak dates where there may be over-tourism,” she explained. “The weather is still really good in most of the key destinations, so they get to experience the destination without the crowd control.”

However, the growing popularity of autumn travel brings fresh logistical hurdles for the trade, requiring agents to rethink their sales timelines and manage client expectations around availability.

“Travel advisors have to consider this so they’re not stuck with last-minute issues and not being able to find itineraries or inventory,” Joyce warned. 

“They do have to change the way they deal with their consumers and clients in that respect. If they think their clients are going to travel in autumn, they need to start talking to them much earlier in the year to make sure they get them to where they want to be.”

She concluded that early engagement is now vital to stay ahead of the curve: “It could mean changing the way they market, but certainly talking about it much earlier than they normally would, so they’re not caught out.”