VIRTUOSO HOSTS ANNUAL UNITED KINGDOM / IRELAND / MIDDLE EAST / AFRICA FORUM IN MALTA
Virtuoso, the leading global network specialising in luxury and experiential travel, hosted its annual UK/Ireland/Middle East/Africa Forum in Malta from 25 – 27 March. |
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VIRTUOSO HOSTS ANNUAL UNITED KINGDOM / IRELAND / MIDDLE EAST / AFRICA FORUM IN MALTA
Virtuoso, the leading global network specialising in luxury and experiential travel, hosted its annual UK/Ireland/Middle East/Africa Forum in Malta from 25 – 27 March. |
Catégorie : Monde - Économie du secteur
- Tourisme
Ceci est un communiqué de presse sélectionné par notre comité éditorial et mis en ligne gratuitement le 31-03-2025
 Virtuoso Chairman & CEO Matthew D. Upchurch
Crédit photo © Virtuoso
Hosted this year at The Phoenicia Malta, a Virtuoso preferred partner since 2023, the annual gathering is a prominent event on the network’s global calendar.
Attendees had the opportunity to attend various presentations and professional development sessions, where they engaged in meaningful peer-to-peer conversations, and exchanged ideas and best practices on topics ranging from the advancements in AI to best practices for selling luxury travel, cultivating agency culture, empowering women in the travel industry and more.
New for 2025, attendees were able to personalise their experience by choosing from a variety of Design Your Day activities to make the most of their time in Malta and encourage bonding among members and local preferred partners through shared experiences. From guided tours of Hagar Qim and Mnajdra Temples, to exploration of the UNESCO-graded capital city, Valetta, the new format encouraged relationship building and engagement in curated programming to align directly with business needs.
During the event’s General Session, keynote speaker Dr. Jill Schiefelbein took to the stage to delve deeper into the topic of artificial intelligence. Presenting five guidelines to effectively utilise AI and automation in business, whilst enhancing Virtuoso’s fundamental philosophy of human connection, she said “Implementing AI solutions in business must be done from a human-first perspective, if you want them to be sustainable.
” Speaking to both advisors and partners, Dr. Jill Schiefelbein concluded, “I believe the power of combining human touch and AI can enable businesses to provide better experiences for those they serve.”
Virtuoso Chairman & CEO Matthew D. Upchurch also spoke on the topic, emphasising the importance of a concept that is foundational to Virtuoso: humanising the exceptional. “Since 2010, our core purpose has been to enrich lives through human connection,” he said. “Some may have thought it was just a slogan or feel-good sentiment, but it turned out to be our most defensible business model and the defining element of what Virtuoso advisors offer. Interacting with other people is not a desire, but a human need. Travel is a key vehicle for these interactions and exactly why the work of our advisors has never been more important.”
Referencing Scott Galloway’s newsletter No Mercy / No Malice, Upchurch continued, “One of my favourite newsletters says, ‘People are the new brands.’ Statistics show that social media posts including human faces receive higher engagement, and people view their favourite influencers as friends. That’s called the Parasocial Phenomena, and it translates to our industry because travel advisors are influencers in their own right. But they are not parasocial influencers; they’re real ones. This further proves that advisors are relationship marketers that land sales, not just another form of distribution.”
Virtuoso Senior Vice President of Global Operations Michael Londregan also spoke to members and partners, presenting trends and insights.
He revealed that more than half of Virtuoso advisors surveyed as part of the 2025 Luxe Report: UK & Ireland anticipate a slight rise in travel demand this year, with 25 percent expecting a significant increase. Additionally, 57 percent predict a modest uptick in spending per trip, while 22 percent believe pricing will remain steady. The optimism is further reflected in the live member survey conducted at the Forum, where year-on-year responses reveal members are predominantly feeling excited, optimistic and positive about 2025.
Delving deeper into the “why” behind travels, Londregan shared what will inspire the affluent this year, and the factors shaping their decisions. The biggest trends for 2025 are exclusive use, family travel, beach resort stays, authenticity and active travel. Some of the top motivators include celebrating milestones, escaping foul weather and personal enrichment.
Emerging destinations for the year ranged from Thailand to Antarctica, Bhutan to Norway and Portugal.
Londregan also discussed how ultra-high-net-worth travellers will support and shape travel this year, revealing that 64 percent of advisors surveyed say climate change is causing their clients to travel differently, an 18-point increase from last year, with 69 percent travelling during shoulder season or off-peak times and 79 percent choosing destinations with less extreme weather conditions.
Attendees also heard from a panel of Maltese partners, including Matthew Scicluna of Citrus Luxury Malta, Damon Camilleri Allan of Exclusively Malta, Kyle Pace Cumbo of Iniala Harbour House, Malta, Lindsey Thorpe of Malta Tourism Authority and Robyn Pratt of The Phoenicia Hotel. They each brought the vibrant destination to life through sharing invaluable first-hand insights.
Virtuoso’s UK/Ireland/Middle East/Africa Forum marks the sixth global Forum to take place in 2025, following the U.S. Forum in Florida, Canada Forum in Québec City, Greater China/North and Southeast Asia Forum in Shanghai and Continental Europe Forum in Lucerne. It will be followed by the Latin America and Caribbean Forum taking place in Buenos Aires 31 March – 3 April.
About Virtuoso
Virtuoso is the leading global travel agency network specialising in luxury and experiential travel. This by-invitation-only organisation comprises over 1,200 travel agency locations with more than 20,000 travel advisors in 54 countries throughout North America, Latin America, the Caribbean, Europe, Asia-Pacific, Africa and the Middle East. Drawing upon its preferred relationships with more than 2,300 of the world’s best hotels and resorts, cruise lines, airlines, tour companies and premier destinations, the network provides its upscale clientele with exclusive amenities, rare experiences and privileged access. Normalised annual sales of (U.S.) $28-$32 billion make Virtuoso a powerhouse in the luxury travel industry.
 Crédit photo © Virtuoso
 Crédit photo © Virtuoso
 Crédit photo © Virtuoso
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