Virtuoso convened its annual U.S. Forum late last month, revealing double-digit year-over-year growth and high optimism among agency owners. Celebrating its 10th anniversary, the event brought together more than 380 attendees, marking a significant milestone as the first U.S. Forum to be hosted internationally, taking place at the Grand Velas Riviera Maya.
While the event provided agency management and preferred partners a platform to discuss marketing strategy, AI, and organizational leadership, the focus centered on the network’s robust performance metrics and forward-looking strategies for 2026.
Record Production and Advance Bookings
During the General Session, Executive Vice President of Strategic Communications David Kolner presented performance insights indicating a thriving luxury sector. Kolner revealed that total U.S. production in 2025 increased 21 percent compared to 2024.
Growth was recorded across all categories, with notable statistics including:
- Hotel Production: Led the surge with a 36 percent increase.
- ADR Growth: Average Daily Rates booked by U.S. agencies peaked at $2,158 per night in December 2025, with increases ranging from five to 13 percent throughout the year.
- Future Demand: Advance bookings are lengthening. U.S. leisure sales made in 2025 for travel one to two years out (2026 and 2027) rose 42 percent.
- High-Value Transactions: Bookings exceeding $50,000 for future travel dates saw a significant year-over-year jump of 63 percent.
Sentiment and Hiring Trends
Data from the January 2026 Virtuoso Pulse Survey indicates that optimism remains high across the network. Seventy-one percent of members reported feeling optimistic about their business—an increase from 69 percent mid-last year—while partner optimism rose to 62 percent.
This confidence is translating into expansion. According to the Owner/Manager Outlook Survey conducted live during the forum, agencies are preparing for sustained demand:
- 62 percent of owners plan to hire independent contractors.
- 25 percent plan to hire full-time advisors.
While respondents identified geopolitical conflict as the primary factor likely to shape the landscape in 2026, the economic outlook remains stable. Only 22 percent cited price sensitivity as a factor, suggesting that rising travel costs are having a minimal impact on the luxury consumer. Furthermore, 60 percent of owners view Artificial Intelligence as a business opportunity rather than a threat.
Strategic Priorities for 2026
U.S. General Manager Beth Butzlaff opened the session by emphasizing the U.S. market’s dominance, noting it is home to 40 percent of the world’s ultra-high-net-worth individuals. Likening the network to a “symphony” of agencies and partners, Butzlaff outlined three core priorities for 2026: strategically aligning business resources to support agencies of all sizes, enhancing network-wide data connectivity, and elevating advisor standards to define excellence in the sector.
CEO Outlook
Virtuoso Chairman and CEO Matthew D. Upchurch closed the session by reflecting on his 40-year tenure and the industry’s evolution into a respected profession. He noted that while the network’s original vision of scaling human connection has been realized, new dynamics—such as rapid advisor growth—require a focus on quality and adaptation.
“I’m most excited about turning challenge into opportunity with a refreshed perspective on what’s possible, and I’m grateful for a community that believes in growing together. Deeper understanding brings clarity to three key drivers we see shaping what’s ahead: quality, globalization and entrepreneurship. By focusing on greater flexibility in how we deliver value to Virtuoso’s diverse membership—and on the mutual commitments required to do so—we strengthen the support of our members, the ability to deliver for our partners and ensure we’re prepared to adapt and thrive in the years to come,” said Upchurch.
The U.S. Forum is the first of more than 90 worldwide events scheduled for Virtuoso this year. The international forum series continues with the Canada Forum in Calgary (February 10-12), followed by events in Lima, Lisbon, Auckland, and Bali through April.
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