Virtuoso introduces business division focused on luxury goods and lifestyle

Luxury travel agency network Virtuoso has launched an ultra-high-net-worth business division focused on luxury goods and lifestyle. 

Spearheaded by newly appointed general manager and previous Virtuoso travel agency owner, Shelby Donley, the division plans to “leverage” the network’s reputation in global luxury travel to forge partnerships with luxury brands across the sectors of jewellery, watches, fashion, art, culinary, wine and spirits, luggage, automotive and wellness.

The brand said the move would “strengthen its influence in delivering bespoke offerings through its network of elite travel advisors and best-in-class partners in a way that specifically caters to the ultra-affluent”.

Chairman and chief executive of Virtuoso, Matthew Upchurch, said: “This new initiative is yet another example of how Virtuoso co-creates with its members, advisors and partners. 

“Combining the talents of our network with the talents of our dedicated team has been a winning formula, and I’m excited to see what this dedicated focus will bring.”

Chief operating officer Brad Bourland added: “The establishment of our UHNW division marks a transformative moment for Virtuoso, enabling us to build stronger relationships with ultra-luxury brands and deliver an unparalleled level of service to our most discerning travellers, and Shelby’s profound expertise in the UHNW market make her the perfect choice to lead this initiative. 

“This is a pivotal step in our ongoing commitment to providing extraordinary value to our members advisors and partners.”