If you’ve ever heard Matthew Upchurch, Chairman and CEO of Virtuoso, talk, he’s almost certainly mentioned the phrase, “Automate the predictable so you can humanize the exceptional.” It’s an ethos he—and by extension, the luxury travel agency network—lives by. In other words: use technology to free you up to spend more time delivering truly incredible experiences that a computer simply cannot do.At Virtuoso Travel Week, taking place in Las Vegas this week, Upchurch and other executives from Virtuoso shared at its opening session Sunday night a slew of tech updates that are available to the network’s members.
Blending Tech and Humanity
Last year, said Upchurch, Virtuoso began “a journey to dive deeper into what does it really mean to humanize the exceptional”—looking to find ways to differentiate the network and its members from tech-only solutions. He added that, “the quality of our future depends on how we will actively enhance and blend to rapidly evolving ecosystems—the human and the technological.”Upchurch shared insight how the fitness app Future and a visit to the SHA Wellness Clinic in Mexico helped him improve is lifestyle. He explained: “Blending human connection and great technology helped me achieve new goals—and I believe it will do the same for the future of luxury travel.”
Cory Hagopian, Senior Vice President, Sales & Partnerships, built on Upchurch’s theme, diving into human instinct versus technical insight. “Quality can take many forms, and what matters is how personal how meaningful the experience feels to the traveler.”By looking at the instinct and insights derived from its members and partners, Virtuoso is creating new pilot programs “that lead to real results,” said Hagopian. Among these new innovations are the digital Spotlights and Destination Experiences, as well as a cruise review and mastery program. In addition, Hagopian noted that through this lens, Virtuoso learned it needed to invest in compliance tools on the hotel front.“Innovating and constantly recommitting to your success means being able to simplify and effectively connect with each other,” said Cheryl Cheney-Bunker, Senior Vice President, Global Memberships. Among the new updates are an improved my.virtuoso.com, which offers better search capabilities and increased personalization. She also noted that the network is piloting a Virtuoso directory iPhone app that will make it easier to connect with members of the network.
Tech Summit Success
Emphasizing the importance of tech to Virtuoso’s members, Upchurch noted that this year’s Tech Summit exceeded attendance expectations (which were set at “around 500” prior to Travel Week) but instead saw nearly 600—a record. This year’s event was the fourth time Virtuoso has offered the Tech Summit and it received just under 100 attendees in that first year.
