Virtuoso hosted its 2025 Chairman’s Event from 14 to 17 October in Los Cabos, Mexico, with the annual gathering recognising the network’s highest-performing travel agency members.
It also acted as a showcase of what the host destination has to offer upscale travellers. This year’s event took place at Grand Velas Los Cabos, an all-inclusive luxury retreat, with support from the Los Cabos Tourism Board and Virtuoso’s preferred hotels in the region.
Speaking at the event, Virtuoso Chairman and CEO Matthew D. Upchurch reflected on the group’s achievements over the last year. “When I look at the calibre of professionals within this group, I’m reminded of the power of this network,” he said.
“You are the engine behind that, and I couldn’t be prouder of what you accomplish day in and day out. This event is intended to celebrate you, and to thank you for your dedication to your clients, to Virtuoso and to the wider industry we are all part of.”
Key network data, shared by Executive Vice President of Strategic Communications David Kolner, revealed that future leisure sales are projected to increase by 24%, with high-value bookings of US$50,000 or more expected to rise by 36%. Year-to-date sales for January through September 2025 showed a 13% year-on-year increase.
Kolner also highlighted findings from Virtuoso’s 2026 Luxe Report, noting that 67% of advisors anticipate increased travel demand in 2026, while 66% expect higher client spending.
Overall, the event saw the network welcome 133 agency owners and managers from nine regions around the world for four days of relationship-building and destination immersion. The program opened with a welcome reception on 14 October, with attendees taking part in immersive activities designed to highlight the region’s best offerings.
The “Design Your Day” program included paddleboarding to the Arch of Cabo San Lucas, participating in a farming workshop at Paradero Todos Santos, hiking and bird-watching in Sierra de la Laguna, and meditation and sound healing sessions at Monte Cardón. A special dine-around excursion invited guests to explore culinary offerings at eleven of Virtuoso’s preferred hotels in the area.
Business and networking were also central to the event. The business session, led by Virtuoso’s Senior Leadership Team, provided updates on industry insights and network developments.
