This week, five GTN team members and around 50 of our advisors are in Las Vegas attending Virtuoso Travel Week. This is one of the top events in the luxury travel space, bringing together top luxury travel professionals from around the world.
With Virtuoso Travel being especially top-of-mind this week, I’ve been reflecting on my recent conversation with Matthew Upchurch, CEO and Chairman of Virtuoso, when he joined me on The Travel Business Unpacked podcast. Our discussion reinforced something I've been saying for years: The path to building a truly profitable travel business runs straight through the luxury market.
Matthew isn't just anyone in this industry. He's been at the helm of Virtuoso for decades, watching luxury travel evolve and understanding better than almost anyone what makes clients choose one advisor over another. When someone with his perspective validates what Gifted Travel Network has been teaching about focusing on luxury, it carries weight.
During our conversation, we talked about the meaning of luxury, how it’s shifted over time, and what truly makes an advisor stand out in an industry where clients can book anything they want online in seconds. According to Matthew, the answer isn’t in faster technology or competing on price, but something that can’t be artificially replicated – how you make people feel.
What Does “Luxury” Actually Mean in the Travel Space?
I agree wholeheartedly with Matthew that “luxury” has been completely diluted as a term. Every hotel calls itself a luxury property, and every cruise line markets their luxury suites. But real luxury isn't about what you book.
"Luxury is an emotion, not a price tag," he told me.
This is exactly why we tell advisors they can build luxury businesses regardless of their current client base. You don't necessarily need to start with a built-in network of wealthy colleagues or family connections. What's more important is to build a business that will appeal to those luxury prospects who aren’t looking for an order taker, but for an advisor who will provide a VIP experience from start to finish.
We are now in an age where anyone can book anything online in seconds, meaning your clients can book the same five-star resort you can. They can access the same flights, restaurants, and experiences. Luxury travel is no longer defined by access, but instead by curation.
Luxury clients have busy, complex lives. They don't want to research hotels or read reviews or coordinate transfers. They want someone who knows them well enough to handle all of that while creating something that feels uniquely theirs.
When you understand what luxury clients actually value, you can charge accordingly because they will pay premium fees for an advisor who demonstrates genuine expertise and care.
A Virtuoso Mindset Shift
Matthew has a clear perspective on what sets the most successful advisors apart. They're not the ones competing on price or trying to be everything to everyone, but instead, they're the ones who have the confidence to be selective and the clarity to know their worth.
Matthew sees this firsthand in the Virtuoso network. The advisors who are thriving aren't necessarily the ones with the most experience or the biggest marketing spend, but the ones who understand their true value and focus on building relationships over increasing the number of transactions.
When you believe in your value, your clients feel that confidence. When you operate from abundance rather than scarcity, you attract clients who respect your expertise rather than question every recommendation.
The Power of Human Connection
In an increasingly automated world, the future belongs to advisors who cultivate genuine, human relationships. Yes, AI can generate itineraries, and online platforms can process bookings. But none of that replaces the feeling a client gets when they know their advisor truly cares about their experience.
While higher commissions are a significant benefit, that’s not the only advantage of focusing on the luxury market. There is so much fulfillment that comes from working with clients who value what you bring to the relationship, and who understand that your expertise, your network, and your attention to detail are all worth investing in.
The luxury travel market is growing, and the demand for genuine expertise is increasing. The advisors who position themselves properly are building businesses that will dazzle their clients while bringing them entrepreneurial success.
If you love hearing from travel industry professionals like Matthew, tune into The Travel Business Unpacked podcast! Each episode dives deep into the real stories, practical strategies, and transformational moments that turn travel dreams into thriving careers.
Listen and subscribe on Spotify and Apple Podcasts, and watch Matthew's full episode here.
