LONDON – Virtuoso, the leading global network specialising in luxury and experiential travel, expanded its worldwide offerings for discerning travellers by welcoming over 100 hotels and resorts into its preferred partner portfolio over the past year. With over 1,800 preferred hotels and resorts epitomising luxury, Virtuoso’s savvy clientele flock to its curated collection, which was reflected in the increased average daily rate (ADR) of $1,540 (USD) in 2024, up three percent from 2023.
Virtuoso’s distinct Hotels & Resorts programme encompasses a diverse variety of accommodations, ranging anywhere from expansive properties such as onefinestay’s more than 5,000 villas and residences and the 4,750-room Wynn Las Vegas, to intimate stays like Ladder, a Ted Turner Reserve in Caballo, New Mexico, and Moto Nao Nao, a private island with three villas in French Polynesia. Almost half of Virtuoso’s preferred hotels have fewer than 100 rooms and over a quarter of them have less than 50, ensuring that travellers have options for whatever they’re seeking be it a quiet, intimate setting or a bustling holiday.
This year, the network anticipates some of the industry’s most exciting hotel openings via the Virtuoso Preview Property programme – a pre-opening partnership that provides early access to Virtuoso’s influential advisors for training, networking as well as sales and marketing efforts. The 2025 Preview Properties include:
- The St. Regis Aruba Resort (Palm Beach, Aruba / Opened January 2025)
- Capella Taipei (Taipei, Taiwan / Opened March 2025)
- Corinthia Grand Hotel du Boulevard Bucharest (Bucharest, Romania / Opened March 2025)
- Jumeirah Marsa Al Arab Resort & Residences (Dubai, United Arab Emirates / Opened March 2025)
- Aman Nai Lert Bangkok (Bangkok, Thailand /Opened April 2025)
- Orient Express La Minerva (Rome, Italy / Opened April 2025)
- Sax Paris, LXR Hotels & Resorts (Paris, France / Opened April 2025)
- Waldorf Astoria Osaka (Osaka, Japan / Opened April 2025)
- Fairmont Golden Prague (Prague, Czech Republic / Opening May 2025)
- Giza Palace (Giza, Egypt / Opening May 2025)
- Rosewood Amsterdam (Amsterdam, Netherlands / Opening May 2025)
- Waldorf Astoria Costa Rica Punta Cacique (Guanacaste, Costa Rica / Opening May 2025)
- Fairmont Tokyo (Tokyo, Japan / Opening July 2025)
- Corinthia Rome (Rome, Italy / Opening Summer 2025)
- Faena New York (New York, New York / Opening Summer 2025)
- Park Hyatt Los Cabos at Cabo del Sol (Cabo San Lucas, Mexico / Opening Summer 2025)
- Waldorf Astoria New York (New York, New York / Opening Summer 2025)
- The Cooper (Charleston, South Carolina / Opening October 2025)
- One&Only Moonlight Basin (Big Sky, Montana / Opening late 2025)
- Orient Express Palazzo Donà Giovannelli (Venice, Italy / Opening late 2025)
- Airelles Venezia (Venice, Italy / Opening January 2026)
According to Virtuoso’s proprietary data on luxury travellers across 17 global markets, suites and villas are a hot commodity, with 38 percent of global respondents citing their intention to book a suite and 27 percent of respondents intending to book a villa. Travellers from the following markets are more predisposed to booking suites: the U.S., Mexico, Brazil, United Arab Emirates, Saudi Arabia, India, China, Hong Kong and Australia; while villa bookings typically come from travellers originating from Mexico, United Arab Emirates, India, China and Australia.
Recognising ultra-high-net-worth travellers’ desires for accommodations that provide more space, privacy and personalisation, Virtuoso launched Villas Spotlight and Suites Spotlight consumer marketing campaigns to showcase the unrivalled luxury of select partners. Spotlights are designed as visually rich landing pages on Virtuoso.com that showcase select partner villas and suites. These ongoing, multichannel campaigns ultimately aim to inspire consumers to contact an advisor.
With the launch of the pilot Villas Spotlight last year, the campaign contributed to an average 13 percent increase in new revenue across the featured villa properties along with a 20 percent rise in average daily rate (ADR). The Villas Spotlight drove a 22 percent increase in the total average weekly web sessions to the featured properties’ profiles on Virtuoso.com, while a dedicated email campaign to Virtuoso travellers and their advisors exceeded industry benchmarks with a 52 percent open rate. Virtuoso anticipates continued growth with the ongoing Villas Spotlight -which now features a unique set of preferred partners – and Suites Spotlight, as well as future Spotlights in the works for summer 2025.
Virtuoso carefully calibrates its hotels and resorts programme to maintain its uniqueness, even as it continues to grow. Nearly 40 percent of hotels in the Virtuoso network are independent properties, and over 25 percent of Virtuoso preferred hotels do not contract with another hotel programme or consortia, adding to the exclusivity provided to travellers when booking with a Virtuoso advisor. Virtuoso hotels provide amenities worth more than (U.S.) $550 per stay, and last year, the network introduced enhanced amenities to provide a higher value-add for Virtuoso guests. These enhancements further distinguish Virtuoso advisors while ensuring their clients receive VIP treatment that may include double or triple benefits for guests depending on the length of their stay, guaranteed upgrades and confirmed early check-in or late check-out. Virtuoso partner participation in enhanced amenities has already increased to 30 percent of the network’s preferred hotels, and data shows that those properties are seeing rising ADRs and over a 20 percent increase in bookings.
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. For more information, visit www.virtuoso.com.
