The business is part of Pinner-based LeisureFare Group, which was started by managing director Jeremy Scott in 2001.

LeisureFare has a number of brands, including B Away, Classic Resorts, B Away Cruising and B Away in Luxury.

An elite invitation-only organisation, Virtuoso consists of more than 1,100 travel agency locations with 22,000 travel advisors in 50 countries, making it the world’s largest luxury agency network, and a generator of $30 billion in annual travel sales. 

 “We are really excited by the Virtuoso relationship, which we started pre-Covid and I think it could be even more beneficial once some desire to book travel returns,” said Scott. “Too many consortia work for the benefit of the agent and not the client and we really feel the enhancements to the client experience [that Virtuoso offers] is vital going forward.”

As well as its agency network, Virtuoso is also known for the depth of its preferred relationships, currently in place with more than 2,000 hotels and resorts, cruise lines, airlines, tour companies and destinations. 

“As we look to develop our flexible, reduced commitment luxury tour operation, I think the membership could be a good fit for us,” Scott added. “But their programme also gives us the option to have clients book and pay directly and still get additional benefits for themselves. Virtuoso’s cruise programme was also of specific interest to us and holds a lot of potential.

“Working at the top end with clients normally holding an Amex, it is also a great way for us to be able to combat the similar benefits they would get from Amex Travel. It’s all about remaining able to match the competition and try to maintain a margin.”

B Away is one of 19 agencies added this year by Virtuoso, which said it had seen its largest gains in Asia-Pacific. 

As well as preferential client treatment, Virtuoso offers agency members sales and marketing initiatives, “the industry’s most robust professional development program”, and initiatives such as Virtuoso Wanderlist, which helps agents understand what clients are dreaming of.   
 
“At a time when the travel industry is facing some of its most difficult times, we are encouraged by the continued interest we see from travel agencies looking to join our network,” said Albert Herrera, senior vice president, Global Partnerships.

“We have a guiding business principle, and it’s the belief that we’re better together. These 19 agencies, all leaders in both their territories as well as on a global front, share this philosophy and we’re honoured to partner with them to further their success,” he added.