Virtuoso’s Matthew Upchurch on the Evolution of Luxury Travel and the Future of Travel Advising (Part 1)
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Virtuoso’s Matthew Upchurch on the Evolution of Luxury Travel and the Future of Travel Advising (Part 2)
In Part 2 of our conversation with Matthew Upchurch, the chairman and CEO of Virtuoso. Upchurch discusses the transformative challenges that have shaped today’s travel advisor profession.Listeners will gain insight into how the industry navigated the rise of online travel agencies.
In Part 2 of our conversation with Matthew Upchurch, the chairman and CEO of Virtuoso discusses the transformative challenges that have shaped today’s travel advisor profession.
Listeners will gain insight into how the industry navigated the rise of online travel agencies, the strategic decision behind Virtuoso’s rebranding and the far-reaching influence of mobile technology and social media. Upchurch also speaks about his mission to elevate the role of travel advisors, his evolving definition of luxury and why cross-generational collaboration is vital to the future of the industry.
Listen to Part 1 here.
This episode is sponsored by The Globus Family of Brands.
Matthew Upchurch, CEO of Virtuoso
Credit: 2025 TravelAge West
Resources Mentioned in This Episode
Virtuoso
About Your Host Emma Weissmann is the Executive Editor of TravelAge West, a print magazine and website for travel advisors based in the Western U.S. She is also the co-host of Trade Secrets, a podcast created with sister publication Travel Weekly.
TravelAge West also produces national trade publications Explorer and Family Getaways, as well as events including the Future Leaders in Travel Retreat, Global Travel Marketplace West, the WAVE Awards gala and the Napa Valley Leadership Forum.
Virtuoso’s Matthew Upchurch on the Evolution of Luxury Travel and the Future of Travel Advising (Part 1)
Matthew Upchurch is the chairman and CEO of luxury travel network Virtuoso. Upchurch shares personal stories from his upbringing, the pioneering legacy of his father and the surprising origins of VirtUoso. You’ll hear how the concept of a travel advisor collective emerged out of necessity in the post-World War II era.
As a second-generation travel industry leader, Matthew Upchurch — chairman and CEO of luxury travel network Virtuoso — offers a unique perspective on how the world of luxury travel has evolved over the past four decades.
In this episode of Humans of Travel, the first of a two-part conversation, Upchurch shares personal stories from his upbringing, the pioneering legacy of his father and the surprising origins of Virtuoso. You’ll hear how the concept of a travel advisor collective emerged out of necessity in the post-World War II era, and how early collaborations set the foundation for what Virtuoso is today. Upchurch also reflects on how his perception of travel advisors has evolved throughout his career.
This episode is sponsored by The Globus Family of Brands.
Matthew Upchurch, CEO of Virtuoso
Credit: 2025 TravelAge West
Resources Mentioned in This Episode
Virtuoso
About Your Host Emma Weissmann is the Executive Editor of TravelAge West, a print magazine and website for travel advisors based in the Western U.S. She is also the co-host of Trade Secrets, a podcast created with sister publication Travel Weekly.
TravelAge West also produces national trade publications Explorer and Family Getaways, as well as events including the Future Leaders in Travel Retreat, Global Travel Marketplace West, the WAVE Awards gala and the Napa Valley Leadership Forum.