Celebrating record sales for 2023 – and a 22 percent jump over the year previous – luxury travel network Virtuoso hosted its annual Canada Forum last week at the Four Seasons Hotel. The annual gathering brought together more than 100 owners and managers from Virtuoso’s travel agency members in Canada and preferred partners from around the globe.

Over two days, attendees collaborated through peer-to-peer discussion and idea sessions, learned how to get the most from their Virtuoso membership, and furthered new and existing business relationships.

During the General Session Virtuoso Canada GM Úna O’Leary spoke to members and partners, sharing a recap of last year’s robust network sales and an outlook for 2024 primed for even greater success. Among the highlighted statistics for Virtuoso Canada’s 2023 network sales in comparison to 2022 were:

• Total sales increased 22%
• The average booking window jumped 14% to 105 days
• Cruising showed tremendous sales growth at 48%
• 78% of Canadian members and 73% of Canadian partners said they currently feel optimistic about future business.

“All signs point to growth mode for the Canadian travel market over the next several years,” said O’Leary. “Network bookings continue to rise, indicating we’re well past the days of ‘revenge travel’ and the demand is no longer pent up; it’s simply that travel remains a priority for many. This is evidenced by the 16% year-over-year increase in future bookings for 2024 and 2025. The cruise category stands out significantly, with a 32% increase in future bookings. There’s a prevailing feeling of optimism amongst our members, signalling a promising outlook for the future of travel in Canada.”

Sustainability

New to the Canada Forum this year was a panel led by Virtuoso’s Vice-Chair and Sustainability Strategist Jessica Hall Upchurch, focused on sustainable tourism. Panelists explored the strides made by partners in upholding Virtuoso’s three pillars of sustainability: protecting the planet, preserving cultural heritage, and supporting local economies.

Noteworthy initiatives include Big Five’s pioneering efforts in wildlife protection through ethical safari practices, 50 Degrees North’s promotion of lesser-known destinations to support local economies, Aurora Expeditions’ advocacy for global wilderness preservation, and the Four Seasons Hotel Toronto’s adoption of sustainable food and beverage practices, alongside a commitment to embrace Canadian culture in design.

Virtuoso’s Canada Forum is the second in a lineup of global Forums taking place in 2024.

Awards

Meanwhile, an awards ceremony recognized the following winners:

Northern Lights Award: The Northern Lights Award recognizes one member that goes above and beyond in engagement, activism, advocacy, sponsorship, and promotion of Virtuoso Canada. They embody the commitment, humility, and spirit of human connection within the Virtuoso network and are an example of what matters most to members, partners, and travellers.

Winner: Wendy Davis, Zebrano Travel

Most Engaged: The award recognizes a member and a partner with the highest engagement based on participation within the Virtuoso network.

Member winner: Direct Travel

Partner winner: Globus, Family of Brands

Top Producers: These awards honour members and partners with the highest overall network sales per category.

Member winners:

• Cruise Top Producer: Direct Travel
• Hotels & Resorts Top Producer: Renshaw Travel
• Tour Top Producer: Direct Travel
• On-Site Top Producer: Direct Travel
• Specialty Top Producer: Trevello Travel Group

Partner winners:

• Cruise Top Producer: Celebrity Cruises
• Hotels & Resorts Top Producer: Shangri-la Tokyo
• Tour Top Producer: Globus Tours
• On-Site Top Producer: Iceland Encounter
• Specialty Top Producer: Allianz

Highest Annual Growth: These awards acknowledge members and partners with the largest annual year-over-year growth per category.

Member winners:

• Highest Cruise Annual Growth: LuxeXperts
• Highest Hotels & Resorts Annual Growth: Momenti Travel
• Highest Tour Annual Growth: BST Vacations/Blowes & Stewart Travel Group Ltd.
• Highest On-Site Annual Growth: YYZ Travel
• Highest Specialty Annual Growth: Civilized Adventures

Partner winners:

• Highest Cruise Annual Growth: Oceania Cruises
• Highest Hotels & Resorts Annual Growth: One&Only Royal Mirage
• Highest Tour Annual Growth: Collette
• Highest On-Site Annual Growth: Southern Crossings Australia
• Highest Specialty Annual Growth: Bedsonline