Travel network Virtuoso will expand its reach into the world of elite luxury goods and lifestyle with the launch of a new Ultra-High-Net-Worth (UHNW) business division to be helmed by Shelby Donley.
With ultra-luxe travel one of Virtuoso’s ‘Communities’, this strategic initiative aims to leverage Virtuoso’s established reputation in that area to form collaborations with prestigious brands across a variety of sectors, such as jewellery, watches, fashion, art, and automotive.
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By extending its partnerships to new industries, Virtuoso will enhance its ability to offer bespoke services to its customers through its elite network of travel advisors. This broadening of its reach will strengthen its leadership position in the luxury lifestyle space, according to Chairman and CEO Matthew D. Upchurch.
“This new initiative is yet another example of how Virtuoso co-creates with its members, advisors and partners,” he said.
“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.”
Donley takes on the role of General Manager of the new division, having built up experience working with the ultra-affluent as a Virtuoso travel agency owner and working most recently as Special Advisor to Virtuoso’s Chief Operating Officer Brad Bourland.
This expertise will ensure the division is well-equipped to serve this exclusive market, according to Bourland.
“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,” he said.
“This is a pivotal step in our ongoing commitment to providing extraordinary value to our members, advisors and partners.”
