Virtuoso homes in on UK market

Virtuoso, the global luxury travel network, runs Travel Week annually for around 5,000 supplier and travel advisor members in Las Vegas.

Virtuoso launched its drive for membership in this region last year and now features 34 members in 12 countries, including 11 in the UK.

The event will be held at The Savoy on June 22, engaging members in appointments with 30 suppliers flying in from around the world before it moves on to Paris; and again to those locations later in the year, as well as Barcelona.

“We’re only a year old here in the UK and we’re pleased with the quality and quantity so far; this is an invitation-only process and we’re not looking for big numbers,” said Tony Shepherd (pictured left), Virtuoso’s head of business development.

Virtuoso held its first regional forum at the Dorchester in London last week for its members to reflect on the last year and update on products and services.

“They told us they have already seen significant enhancements to their business since joining Virtuoso. Now we have to spread the word further and penetrate into the consumer mindset here,” said Shepherd.

Virtuoso has just taken on a UK PR agency to try to boost its recognition among consumer media outlets in the hope this will inspire people to use an agent here and fuel traffic to Virtuoso’s website, where they can find member advisors. “We’ve made a commitment to the region and we know we have to position the brand here,” said Shepherd.

“There is already a global resurgence in people using advisors,” added David Kolner (above right), senior vice-president of global member partnerships. “We have to continue the story globally of the value of a travel advisor. You can expect membership in EMEA double in the next two years,” he added.