ITRAVEL creates new luxury arm, joins Virtuoso

LUXE by itravel officially unveiled at Virtuoso AU/NZ Owner Managers Forum 2023

Independent Australian travel company, itravel, has joined the Virtuoso network under a new business arm called LUXE by itravel. The standalone entity was rolled out this week, featuring distinctive new branding and a dedicated website that provides information for potential new members to sign up for the division, LATTE can exclusively reveal.

The invitation-only LUXE by itravel model debuts with a handful of existing mobile advisors from within the group, with Steve Labroski, Managing Director of itravel, forecasting numbers to swell to more than 20 nationally over the next 12 months.

Labroski told LATTE that LUXE by itravel has been in development for close to two years and was created specifically for travel advisors already established in the niche space of high-end travel.

The brand-new LUXE by itravel website landing page

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LUXE by itravel debuts with a new website, on which Labroski says: “It’s important for us as a business to keep looking for opportunities and with luxury travel continuing to grow year-on-year. We’ve been watching the space vigilantly and so we’ve partnered with the best player in the market when it comes to high-end business.”

“We created ‘LUXE by itravel’ with these principles in mind. We are partnered with Virtuoso Travel, the travel industry’s leading luxury network. This collaboration ensures our luxe agents are fully resourced to provide ultimate itineraries, experiences and destinations.”

Labroski was able to get his first immersion in Virtuoso as a member over the past week, attending the Virtuoso 2023 Australia and New Zealand Owner Managers Forum in Fiji.

Virtuoso’s Fiona Dalton, General Manager AU/NZ formally confirmed LUXE by itravel’s entry into the network (along with seven other new travel agencies) during the opening session at Virtuoso Forum.

She told LATTE that Virtuoso had will be able to help elevate the LUXE by itravel independent contractors to a “whole new level, to drive their product and to scale their business in the luxury space”.

Labroski said he will be attending this year’s Virtuoso Travel Week in Las Vegas.

Lead image: Fiona Dalton, GM Australia and New Zealand, Virtuoso with Steve Labroski, Managing Director, itravel.

Steve Labroski, Managing Director of itravel and the new LUXE by itravel, at Virtuoso AU/NZ Owner Managers Forum 2023 in Fiji
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