Virtuoso has introduced a new Ultra-High-Net-Worth (UHNW) business division, expanding its presence in elite lifestyle markets. Shelby Donley, a former Virtuoso travel agency owner with extensive experience in luxury travel, will lead the division as General Manager. This initiative aims to strengthen Virtuoso’s position in the high-end travel sector by fostering collaborations with prestigious brands in jewelry, watches, fashion, art, cuisine, wine, spirits, luggage, and wellness. Through these partnerships, the company seeks to enhance its tailored offerings for ultra-affluent clients.
Matthew D. Upchurch, Virtuoso’s Chairman and CEO, highlighted the importance of collaboration between the company’s network and dedicated team. Chief Operating Officer Brad Bourland described the new division as a transformative step, allowing Virtuoso to build stronger relationships with luxury brands and refine its services for discerning travelers. The company’s strategy focuses on expanding partnerships while delivering exclusive experiences to meet the expectations of UHNW clientele.
