Virtuoso has announced the creation of a new Ultra-High-Net-Worth (UHNW) business division, marking a strategic expansion into elite lifestyle markets. The unit will be led by newly appointed general manager Shelby Donley, a former Virtuoso travel agency owner with extensive experience in serving discerning clientele.
The initiative aims to leverage Virtuoso's established reputation in luxury travel by fostering collaborations across multiple high-end industries, including jewelry, watches, fashion, art, cuisine, wine and spirits, luggage, wellness and more sectors.
"This new initiative is yet another example of how Virtuoso co-creates with its members, advisors and partners,” said Matthew D. Upchurch, chairman and CEO of Virtuoso. “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."
By expanding its network and partnerships, Virtuoso seeks to redefine connections among the world's most exclusive brands while providing tailored experiences for ultra-affluent consumers.
Brad Bourland, Virtuoso's Chief Operating Officer, emphasized the significance of the new division.
"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 travelers,” he said. “Shelby's profound expertise in the UHNW market make her the perfect choice to lead this initiative."
Editor’s Note: This article was generated by AI, based on a press release distributed by Virtuoso. It has been fact-checked and reviewed by a TravelAge West editor.
