Virtuoso expands portfolio with over 100 new properties

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Global luxury and experiential travel network Virtuoso expanded its already extensive portfolio by welcoming over 100 hotels and resorts into its preferred partner portfolio over the past year. 

With over 1,800 preferred hotels and resorts epitomising luxury, Virtuoso’s savvy clientele flock to its curated collection, which was reflected in the increased average daily rate (ADR) of US$1,540 in 2024, up three percent from 2023. 

Virtuoso’s distinctive Hotels & Resorts program encompasses a diverse variety of accommodations, ranging anywhere from expansive properties such as onefinestay’s more than 5,000 villas and residences and the 4,750-room Wynn Las Vegas, to intimate stays like Ladder, a Ted Turner Reserve in Caballo, New Mexico, and Moto Nao Nao, a private island with three villas in French Polynesia. 

Almost half of Virtuoso’s preferred hotels have fewer than 100 rooms and over a quarter of them have less than 50, ensuring that travellers have options for whatever they’re seeking, from a quiet, intimate setting to a bustling holiday. 

What Virtuoso looks forward to in 2025

This year, the network anticipates some of the industry’s most exciting hotel openings via the Virtuoso Preview Property programme, a pre-opening partnership that provides early access to Virtuoso’s influential advisors for training, networking as well as sales and marketing efforts. 

The 2025 Preview Properties roster is made up of the following:

• The St. Regis Aruba Resort (Palm Beach, Aruba / Opened January 2025)
• Capella Taipei (Taipei, Taiwan / Opened March 2025)
• Corinthia Grand Hotel du Boulevard Bucharest (Bucharest, Romania / Opened March 2025)
• Jumeirah Marsa Al Arab Resort & Residences (Dubai, United Arab Emirates / Opened March 2025)
• Aman Nai Lert Bangkok (Bangkok, Thailand /Opened April 2025)
• Orient Express La Minerva (Rome, Italy / Opened April 2025)
• Sax Paris, LXR Hotels & Resorts (Paris, France / Opened April 2025)
• Waldorf Astoria Osaka (Osaka, Japan / Opened April 2025)
• Fairmont Golden Prague (Prague, Czech Republic / Opening May 2025)
• Giza Palace (Giza, Egypt / Opening May 2025)
• Rosewood Amsterdam (Amsterdam, Netherlands / Opening May 2025)
• Waldorf Astoria Costa Rica Punta Cacique (Guanacaste, Costa Rica / Opening May 2025)
• Fairmont Tokyo (Tokyo, Japan / Opening July 2025)
• Corinthia Rome (Rome, Italy / Opening Summer 2025)
• Faena New York (New York, New York / Opening Summer 2025)
• Park Hyatt Los Cabos at Cabo del Sol (Cabo San Lucas, Mexico / Opening Summer 2025)
• Waldorf Astoria New York (New York, New York / Opening Summer 2025)
• The Cooper (Charleston, South Carolina / Opening October 2025)
• One&Only Moonlight Basin (Big Sky, Montana / Opening late 2025)
• Orient Express Palazzo Donà Giovannelli (Venice, Italy / Opening late 2025)
• Airelles Venezia (Venice, Italy / Opening January 2026)

What’s hot in 2025?

According to Virtuoso’s proprietary data on luxury travellers across 17 global markets, suites and villas are a hot commodity, with 38 percent of global respondents citing their intention to book a suite and 27 percent of respondents intending to book a villa. 

Travelers from the following markets are more predisposed to booking suites: the U.S., Mexico, Brazil, United Arab Emirates, Saudi Arabia, India, China, Hong Kong and Australia; while villa bookings typically come from travellers originating from Mexico, United Arab Emirates, India, China and Australia. 

Recognising ultra-high-net-worth travellers’ desires for accommodations that provide more space, privacy and personalisation, Virtuoso launched Villas Spotlight and Suites Spotlight consumer marketing campaigns to showcase the unrivalled luxury of select partners. 

Spotlights are designed as visually rich landing pages on Virtuoso.com that showcase select partner villas and suites. These ongoing, multichannel campaigns ultimately aim to inspire consumers to contact an advisor.   

With the launch of the pilot Villas Spotlight last year, the campaign contributed to an average 13 percent increase in new revenue across the featured villa properties along with a 20 percent rise in ADR. 

The Villas Spotlight drove a 22 percent increase in the total average weekly web sessions to the featured properties’ profiles on Virtuoso.com, while a dedicated email campaign to Virtuoso travellers and their advisors exceeded industry benchmarks with a 52 percent open rate. 

Virtuoso anticipates continued growth with the ongoing Villas Spotlight, which now features a unique set of preferred partners; and Suites Spotlight, as well as future Spotlights in the works for summer 2025.

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