Virtuoso Launches Ultra-High-Net-Worth Division

Virtuoso is targeting the highest level of consumer with a brand new division that it says will “reaffirm” its leadership in the luxury space. 

The company on Thursday announced that it has launched an Ultra-High-Net-Worth (UHNW) business division, targeting a new set of “the savviest and most discerning consumers, as well as those who cater to them.” 

The division will be led by Shelby Donley, a former Virtuoso travel agency owner at Camelback Odyssey Travel in Phoenix. Donley has also served as a special adviser to Virtuoso COO Brad Bourland since 2022.

Virtuoso said the division plans to collaborate with companies outside the travel industry in the ultra-high-net-worth space, including luxury brands in fashion, art, culture, wine, jewelry, wellness and more.

“By expanding its partnerships to reach new industries, Virtuoso strengthens its influence in delivering bespoke offerings through its network of elite travel advisers and best-in-class partners in a way that specifically caters to the ultra-affluent,” the company said in the announcement.

Bourland called the move a “pivotal step in our ongoing commitment to providing extraordinary value to our members, advisers and partners.”

“The establishment of our UHNW division marks a transformative moment for Virtuoso, enabling us to build stronger relationships with ultra-luxury brands and deliver an unparalleled level of service to our most discerning travelers,” he said. “Shelby’s profound expertise in the UHNW market makes her the perfect choice to lead this initiative.”