The atmosphere was decidedly upbeat at Virtuoso’s first event of 2026 — the 10th annual US Forum, the first in a series of international forums – held at the all-inclusive, luxury Grand Velas Riviera Maya in Playa del Carmen, Mexico, Jan. 28-30.
Coming off a highly successful 2025, the 380 attendees expressed optimism about their prospects for the coming year.
The sold-out event is designed to enable agency managers to explore new and innovative ways in which to build their businesses.
It opened with an appearance by US General Manager Beth Butzlaff, who compared Virtuoso to “a symphony, a beautiful and dynamic mix of member agencies and preferred partners that works best when everyone plays in harmony.”
Going forward into the new year, Butzlaff named three priorities to “keep the symphony strong, which included “strategically aligning business resources to deliver customized support for agencies of all sizes, enhancing data connectivity across the network and elevating advisor standards to define excellence in luxury travel.”
For his part, David Kolner, executive vice president, strategic communications, noted that last year’s “U.S. production was up 21 percent compared to 2024,” while “sales grew across all categories, led by hotels, which increased 36 percent, followed by gains in on-site, cruise and tour production.”
On another bright note, Kolner added that average daily rates booked by US agencies rose from 5% to 13%, “peaking at $2,158 per night in December 2025.”
Furthermore, Kolner said that the number of travelers booking trips one to two years in advance in 2025 increased by 42%, while larger bookings of $50,000 or more increased significantly at 63%.”
The forum’s overriding sense of optimism is in sync with the results from the 2026 Virtuoso Pulse Survey, which found that 71% of members “reported feeling optimistic about their business, up from 69% mid-last year,” with supplier optimism growing to 62% from 56% over the same time period
“In the U.S., both members and partners indicated positive sentiment at or slightly above global averages, bolstered by strong client budgets, solid performance and healthy booking pipelines,” the survey found.
Similarly, Virtuoso’s Owner/Manager Survey, which was conducted during the US forum, mirrored a strong sense of optimism for continued demand in 2026, with 62% of agency owners planning to hire independent contractors and 25% expecting to hire full-time advisors.
Respondents also identified geopolitical conflicts as the most significant factor likely to impact travel, with 60% viewing Artificial Intelligence as an opportunity rather than an obstacle.
“When asked about traveler behavior, owners and managers indicated heightened interest in new destinations (67%), solo travel (61%) and slower-paced immersive itineraries (60 percent),” while a “modest uptick in price sensitivity (22 percent) demonstrates that the economy and rising travel costs are less impactful on luxury travelers.”
The forum concluded with none other than Virtuoso Chairman and CEO Matthew D. Upchurch, who took a trip down memory lane regarding his 40-year tenure with the network, nothing that Virtuoso’s success is rooted in “human connection, an unwavering commitment to excellence and human-enhancing technology.”
For 2026, Upchurch said he is “most excited about turning challenge into opportunity with a refreshed perspective on what’s possible” and “gratitude for a community that believes in growing together.”
Deeper understanding brings clarity to three key drivers we see shaping what’s ahead: quality, globalization and entrepreneurship,” Upchurch said.
“By focusing on greater flexibility in how we deliver value to Virtuoso’s diverse membership – and on the mutual commitments required to do so – we strengthen the support of our members, the ability to deliver for our partners and ensure we’re prepared to adapt and thrive in the years to come,” he added.
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