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Destinations and trends showcased at travel’s week of fashion
Virtuoso highlights on trend activities like sustainability and countries in glitzy Las Vegas
The 30th annual Virtuoso week attracted a massive participation. 6071 attendees from 100 countries were present and 330,000 independent meetings were held.
Virtuoso Week kicked off in Las Vegas Sunday with some big numbers: 6,071 attendees from 100 countries were present and taking part in an astounding 330,000 independent meetings.
Sustainability in tourism has reached number one topic as travel agents recognise that they will need to sell something to their current clients’ children. Plus the worries of climate change and overcrowded destinations mean that it is becoming even more difficult to create and sell authentic transformative experiences – Virtuoso’s aim.
Moreover clients are asking for green, sustainable experiences and advisors need to deliver. These are supported by Virtuoso Sustainable Tourism Leadership Awards and by ongoing development in strategy that promotes sustainability as a way of travel.
Virtuoso is currently creating educational sessions and drafting white papers to further the cause of sustainable tourism and make it more than a passing trend. Virtuoso is hosting its second annual summit this week to bring key executives and travel advisors together to discuss travel as a force for good.
Virtuoso announced the top 10 destinations Americans have been booking this year so far are:
- Italy
- France
- South Africa
- Israel
- Germany
- Japan
- Greece
- United States
- New Zealand
- Switzerland
Top trends include multigenerational trips, active/adventure travel, river cruising, food and wine travel, and celebration travel. The top destinations for family travel this year have been: Iceland, Galapagos Islands, Cuba, Antarctica and Botswana/Mongolia.
Virtuoso’s 5-year growth has been substantial: the network has managed a 126 percent organic increase with sales rocketing from $12.5 billion in 2013 to its current level of $23.7 billion. A 15 percent growth in network sales for 2018.
The Virtuoso Reserve client, who is creating 40% of partner sales are said to be 62 years old and a further 33% comes from those under 54. These clients spend an average of $128,000 a year on travel and take more than eight trips a year. They are likely to spend around $5,650 per air ticket, $1,735 a night in the hotel, and are 90 percent likely to stay loyal and return to their travel advisor over and over.
Of all Virtuoso clients polled, 86 percent agreed that luxury was worth the price, especially if it means getting the best service; 73 percent agreed with the statement: Once you experience luxury it is hard to go back. Similarly, 75 percent agreed that luxury will always have a place in their life.
Said Matthew Upchurch Virtuoso’s CEO "Twenty years ago, the top skill set for an agent to have involved processing skills – and processing quickly. But now, it’s much more. Now they must they have the ability to listen, the ability to engage, and the ability to collaborate. It’s about a conversation. You need processing skills and engagement skills and right psychological frame. You can take processing skills and attach them to people who are great at sales and collaboration. And they will be successful. But the reason there are fewer than 50 percent of the agents left across the board since that time is that they were processors only and have now been replaced by technology."
"In a world where there is more pressure and speed, you can’t take the human out of humanity," Upchurch added. "That’s one of the things we are trying to scale here. We are also trying to keep our profession meaningful and sustainable. Am I just a travel advisor selling wealthy people trips? No. We are in the business of helping people optimize their memories."
Valere Tjolle
Valere is publisher and editor of Sustainable Tourism 0.2 to be published in September
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