TOURISM - MATTHEW UPCHURCH, CEO, VIRTUOSO: "THE DESIRE FOR AUTHENTIC HUMAN CONNECTION IS IRREPLACEABLE" (United States)
Matthew Upchurch is a true believer in the power of personal relationships, and the part they play in the success of luxury travel. . |
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TOURISM - MATTHEW UPCHURCH, CEO, VIRTUOSO: "THE DESIRE FOR AUTHENTIC HUMAN CONNECTION IS IRREPLACEABLE" (United States)
Matthew Upchurch is a true believer in the power of personal relationships, and the part they play in the success of luxury travel. . |
Category: North America & West Indies / Carribean islands - United States - Industry economy
- Interviews and portraits
- Trends / Expert's advice - Tourism - Interviews - Industry leaders
Interview made by Sonia Taourghi on 2025-01-17
 Matthew Upchurch, CEO of Virtuoso, during ILTM Cannes 2024
Photo credit © Sonia Taourghi / Journal des Palaces
As head of the world's leading luxury travel network, Matthew reflects on the incredible transformation of his company and the industry. He and his team have successfully championed a vision in which technology enhances rather than replaces human relationships.
From its roots as an American company, Virtuoso has grown into a global powerhouse under Upchurch's stewardship, now encompassing travel advisors in more than 100 countries. This expansion reflects a deeper evolution in luxury travel – one where success is measured not just in destinations served or revenue generated but in the strength of relationships forged between advisors and their clients.
In an era where artificial intelligence and automation dominate headlines, Matthew Upchurch's unwavering belief in the power of human expertise and personal connection has positioned Virtuoso at the forefront of luxury travel's future while redefining the very essence of what it means to be a travel advisor in the modern world.
Journal des Palaces: It's been two decades of ILTM for you. What still excites you about the event and the area?
Matthew Upchurch: I've been here 22 years in a row, except for COVID. What's truly amazing is that ILTM has become to Cannes what Taylor Swift is to every city she visits – literally creating a micro-economy. When I first started coming here, 90% of restaurants were closed, there were no beach club activations, and there were limited transportation options. Now, it's transformed completely. I have two yearly migrations: Las Vegas in August and Cannes in December. When we started, both sounded crazy – you're going to Las Vegas in August and the South of France in December? But here we are, under the gorgeous sun.
What's particularly meaningful about this evolution is that ILTM has become a show that celebrates travel advisors – the very profession that was supposed to be wiped out by the internet. Instead of disappearing, the profession has grown stronger than ever, proving that technology hasn't replaced the value of human expertise and personal connection in luxury travel. The transformation of Cannes during ILTM week mirrors the transformation of our industry: from being underestimated to becoming an essential driver of luxury tourism and economic growth.
What is the next Virtuoso milestone you are looking forward to?
We're focused on transitioning from being a successful international company to becoming a truly global one. There's a crucial difference between the two that goes beyond mere semantics. We were a US-based company with international representation for a long time, but we weren't architected to be truly global. This meant that while we had a presence in many markets, we weren't necessarily meeting each region's unique needs and expectations.
Now, we're undertaking a fundamental transformation by configuring and customising our approach for each market, building full teams inside different regions. This isn't just about having offices in different countries – it's about understanding and adapting to local market dynamics, cultural nuances, and specific needs. The other major focus is building the brand, particularly in markets where we're still growing, like Europe. We want to convey that Virtuoso combines two essential things: quality and humanity. This dual focus on excellence and authentic human connection sets us apart in the luxury travel space and drives our expansion strategy.
You mentioned in an interview the pride of having more than 100 countries represented. Which countries are you keen on expanding in the most?
Having just visited Slovenia last month, I was completely captivated by what it offers – the cleanliness, the exceptional food and wines, the natural beauty, and the warmth of the Slovenian people. But beyond specific destinations, what excites me most is what I call 'fusion travel' – combining familiar destinations with new ones, like pairing Venice with Ljubljana. This approach represents a new frontier in luxury travel, where we're helping travellers balance their desire to return to beloved places while discovering new ones.
The concept of fusion travel is particularly exciting because it allows us to organically and enrichingly introduce lesser-known destinations to sophisticated travellers. Fusion travel is not just about adding new countries to our portfolio; it's about creating meaningful connections between destinations and cultures, offering travellers fresh perspectives on the familiar and the unknown.
The network, the trade show, the awards, the tech summit… Virtuoso has created a distinctive excellence standard. What do you think is the key to building such a recognised brand?
Our success stems from creating an environment where sharing and collaboration triumph over competition. This philosophy has been transformative in markets where traditional business culture often favoured keeping competitive advantages secret. When expanding to different parts of the world, people often said certain markets were too competitive for cooperation. Whether in China, Mexico, Brazil, or Europe, we've proven that there's more to be gained by working together than keeping secrets.
The key has been convincing people that contributing to the network is as valuable as what they receive from it. This collaborative approach has allowed us to build a brand and a community of professionals who actively support and elevate each other. We've created a platform where success is measured not just by individual achievements but by the collective growth and advancement of the network. This shared commitment to excellence and mutual support has become a hallmark of the Virtuoso brand.
How are you adapting your criteria for partner selection and advisor training to meet the changing dynamics of what is luxury?
We focus on professional skills beyond product knowledge, recognising that today's luxury travel advisor needs to be both a specialist and a generalist. Our training encompasses asking better questions, utilising technology effectively, and understanding evolving consumer needs. We have a strong professional development infrastructure, but we don't just train on products – we develop comprehensive professional skills at the advisor level.
Our approach is collaborative; we listen to our advisors' feedback about what's working and what pain points they're experiencing, then adapt our training accordingly. This dynamic approach to professional development ensures that our advisors stay ahead of industry trends and maintain the highest standards of service excellence. We recognise that luxury is constantly evolving, and our training programs must evolve with it to meet the sophisticated needs of today's luxury travellers.
What's the biggest misconception about today's luxury traveller?
There's a misconception that people who use travel advisors are unsophisticated, don't know how to research, and have no contacts. It's actually the exact opposite. Our best customers are often the most educated, well-connected, and technologically savvy consumers. They're the ones asking how to take their travel experiences to another level, recognising that a professional advisor can amplify their existing connections and enhance their travels.
These sophisticated travellers understand that working with a professional advisor isn't about compensating for their limitations – it's about leveraging expertise to create experiences beyond what they could achieve on their own. They see the value in having a trusted advisor who can access exclusive opportunities and provide nuanced insights and personalised recommendations based on deep industry knowledge and understanding of their preferences.
Many travel advisors are converted professionals. What advice would you give to anyone considering building a travel business and joining the Virtuoso network one day?
This is not what you thought a travel agent was any more – it's a new profession that has evolved tremendously. The fact that everyone can book travel themselves actually enhances the value proposition of what advisors offer. Consider this: while AI is replacing programming jobs, what remains irreplaceable are social skills and human connection. If you want a career with a bright future that's difficult for corporations to automate, luxury travel advising is one of the few industries showing growth at twice the GDP rate.
In our increasingly digital world, the desire for authentic human connection and emotional experiences grows stronger. For professionals considering this career path, it's important to understand that success in luxury travel advising requires more than just a passion for travel—it demands a commitment to continuous learning, exceptional service, and building genuine relationships. The profession offers a unique opportunity to combine business acumen with personal passion, creating value through human connection in an age when such connections are becoming increasingly rare and precious.
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