Event Spotlight: Optimizing and Innovating Canadian Luxury at Virtuoso Forum Canada
Luxury travel is evolving quickly, and Virtuoso is leading that transformation with Canada playing a pivotal role in its global expansion.
At Virtuoso’s Canada Forum in Calgary, Dan sat down with GM, Canada Karen Hardie, Senior VP Global Markets Michael Londregan, Senior VP Global Events Jennifer Campbell, Executive VP Strategic Communications David Kolner, and Chairman & CEO Matthew Upchurch to explore what is driving growth in luxury travel and why Canada has become central to Virtuoso’s international strategy.
Karen paints a compelling picture of the Canadian luxury traveler: understated, experience focused, and motivated by meaningful time with family and friends. The data supports the shift. Luxury experiences are now outpacing luxury goods, and Canada’s market is projected for significant growth through 2030. Under her leadership, Canada is not simply participating in Virtuoso’s success, it is helping shape it.
Michael expands on how Virtuoso scales globally while maintaining strong regional relevance. He explains that Canada serves as both a high performing market and a strategic proving ground. Best practices developed and refined here often influence expansion strategies in Southeast Asia, Latin America, and other emerging luxury markets. Canada’s maturity, advisor strength, and client profile make it a model within Virtuoso’s global network.
Jennifer highlights the power of Virtuoso’s event ecosystem, from regional forums like Canada’s to the flagship Virtuoso Travel Week at Bellagio. Carefully curated appointments, community building, and the Travel Tech Summit create year round momentum for advisors and partners. She also outlines how sustainability is becoming more deeply integrated into the organization’s largest gatherings, reinforcing Virtuoso’s leadership position in responsible luxury travel.
David brings forward the broader economic and behavioral trends. Travel and tourism are expected to outpace global economic growth over the next decade. Booking windows are extending as travelers compete for limited high end capacity. Advisors are increasingly adopting AI tools for research, proposals, and marketing, though there remains opportunity to further modernize CRM and operational systems. The data reinforces that professional guidance is more valuable than ever.
Matthew ties the strategy together with a clear philosophy: automate the predictable so advisors can humanize the exceptional. As Virtuoso continues to expand its global footprint, disciplined data, strong frameworks, and a focus on quality over quantity are defining its next chapter. Canada is central to that vision, not only as a growth market but as a leadership market within the network.
The throughline is clear. In a world saturated with information and choice, true luxury is trust, discernment, and meaningful connection. Virtuoso has positioned itself as the leader of luxury travel in Canada, and Canada is proving essential to Virtuoso’s continued global growth.
Learn more about Virtuoso, the leading global luxury travel network, at virtuoso.com.
