Virtuoso has welcomed 30 new travel agency members to its team since 2024, four of which have hailed from the UK.
These additions include Ellidore, a London-based luxury lifestyle management service, and Somerset White, a concierge company with offices in London, New York and Los Angeles.
The VIP travel advisory group has also been joined by Oxford Ski Company, a Witney-based business known for its luxury chalets, and The Ultimate Travel Company, which offers tailor-made trips around the world.
In November, Virtuoso emphasised that “location is less of a priority” for its agents as it seeks to expand its network beyond London.
The group currently boasts more than 20,000 members across 54 countries as part of its invitation-only collection.
While many of its agencies are based in London, Virtuoso is keen to broaden its presence in Ireland and other regions of the UK.
“We are enthusiastic about expanding our agency presence in Ireland and increasing our reach across the UK,” Karen Joyce, EMEA general manager at Virtuoso, told TTG Luxury in November.
“Although many of our agencies are based in London, the growth of the Independent Contractor (IC) model has made location less of a priority than before. Instead, our focus for membership growth is centred on each agency’s vision and business strategy.”
Virtuoso is seeking advisors who specialise in emerging trends such as wellness, adventure, digital detox, multi-generational travel, and solo female travel.
There is also demand for agents with expertise in unique destinations and alternatives to over-touristed spots.
Joyce points out the increasing importance of insight, especially in light of recent research revealing that 57% of global travellers now prioritise creating a travel experience that aligns with their expectations over cost.
Over the past year, Virtuoso has made several changes to its business model, restructuring its EMEA division into three distinct areas: UK & Ireland, Continental Europe, and the Middle East & Africa.
“The aim is to offer members and partners within each region a more tailored approach, better addressing the unique needs of each market,” Joyce explained.
“For the UK and Ireland, we now have a dedicated team focused entirely on these regions. Galina Vasiljeva, our senior account manager for member relations, ensures that owners, managers, and advisors are fully informed of the many Virtuoso partners, programmes, and initiatives available to support their success.”
The company is also continuing to invest in technology, responding to growing client demand for faster replies and greater accessibility.
Looking ahead to 2025, Virtuoso plans to form partnerships with more brands outside the travel industry, following a successful collaboration with property magazine Adobe2 last year.
