Virtuoso Canada Forum highlights luxury travel growth, honours top performers

Luxury consortium Virtuoso launched its 2026 series of global in-market events with the Canada Forum, held February 10–12.

The gathering welcomed more than 100 participants, including Canadian travel agency owners, managers and preferred partners from across the globe, reads a press release.

Hosted at the Fairmont Palliser in Calgary, the event also showcased the city’s emergence as a key gateway to the Canadian Rockies.

The annual Forum is designed to help agency leaders step back from daily operations and examine their businesses from a broader perspective.

Through expert presentations, professional development sessions and peer discussions, attendees explored the trends reshaping luxury travel, including advances in technology, evolving consumer expectations, leadership strategies and the growing importance of authentic, experience-driven journeys.

Luxury travel positioned for growth

Opening the Forum, Virtuoso Canada's General Manager Karen Hardie outlined a positive outlook for Canada’s luxury travel sector.

She noted that global luxury travel is projected to grow by eight per cent over the next four years, with Canada’s luxury experience segment expanding at twice the pace of luxury goods.

Key trends influencing demand include multi-generational travel, cultural immersion, authentic local experiences and nature-focused itineraries.

Hardie also emphasized the increasing relevance of travel advisors. According to Virtuoso’s global luxury traveller research, conducted in partnership with YouGov, one-third of affluent Canadian travellers are interested in working with a travel advisor in 2026.

The report found that 33 per cent of affluent Canadian travellers expressed interest in working with a travel advisor in 2026 – eight percentage points above the global average.

Continued optimism

Virtuoso’s Executive Vice President of Strategic Communications, David Kolner, presented data showing sustained momentum within the Canadian market.

In 2025, Canadian agencies increased preferred partner sales by nine per cent compared to the previous year.

Tours led the growth surge, rising 74 per cent, followed by cruise sales at 33 percent, hotel bookings at 16 per cent and on-site experiences at five percent. Average daily hotel rates remained strong, reaching a peak of USD $1,870 in December.

Survey results across the Virtuoso network reinforced this positive outlook. More than 70 per cent of members reported optimism about their business prospects, while partners also expressed increased confidence.

Canadian advisors expect travel demand to remain robust, with many forecasting higher client spending and steady booking activity throughout 2026.

Nearly half of Canadian advisors surveyed foresee at least a slight rise in travel demand this year, with 13 per cent anticipating a significant increase.

Spend per trip is expected to remain high, with 60 per cent predicting at least a modest increase and 18 percent expecting client spend to stay the same.

Agencies prepare for expansion

Insights gathered directly from agency owners and managers during the Forum reflected widespread confidence and readiness for growth.

Nearly all respondents indicated plans to expand their teams, with many hiring independent contractors and full-time advisors.

Participants also identified several key trends shaping traveller behaviour. Interest in exploring new and less familiar destinations is rising, alongside growing demand for solo travel and slower, more immersive itineraries.

While price sensitivity has increased slightly, luxury travellers remain relatively resilient to economic pressures.

Additionally, most respondents view artificial intelligence as an opportunity rather than a threat, recognizing its potential to enhance service and efficiency.

Human connection remains central

Closing the event, Virtuoso Chairman and CEO Matthew D. Upchurch reflected on the network’s evolution over four decades.

He credited Virtuoso’s success to its founding principles: human connection, an unwavering commitment to excellence and human-enhancing technology. 

Upchurch noted that the travel advisor profession has gained recognition and importance as travellers increasingly seek meaningful experiences over material possessions.

While the luxury travel landscape has become more competitive, he emphasized that adaptability, innovation and collaboration will continue to drive success.

“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,” stated Upchurch in the release.

“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.”

And the award goes to…

Virtuoso also held its annual regional awards, recognizing members and partners that consistently demonstrate a strong commitment to the network through sales performance, sustained growth and active engagement.

The awards were announced last Wednesday (Feb. 11) at a Gala Dinner, sponsored by Oceania Cruises, The Palms Turks and Caicos and The Shore Club Turks and Caicos.

The categories and winners were as follows:

The Northern Lights Award went to Kemi Wells-Conrad of Wells Luxury Travel. This is for one member who goes above and beyond in engagement, activism, advocacy, sponsorship and the promotion of Virtuoso in 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,” Virtuoso said.  

The “Most Engaged” award went to member Momenti Travel and partner Viking.

This award recognizes a travel agency member and preferred partner with the highest engagement based on participation within the Virtuoso network.

Top producer awards were also announced.  These awards recognize members and partners with the highest overall network sales per category.  

On the member side, Direct Travel earned Virtuoso’s Top Producing member awards across the Cruise, Hotels & Resorts, OnSite, Tour Operator and Specialty categories, reflecting the highest overall network sales in Canada.

The following partner awards were announced:

• Top Producing Cruise: Celebrity Cruises 
• Top Producing Hotels & Resorts: Four Seasons Resort and Residences Anguilla 
• Top Producing On-Site: Giltedge – South Africa  
• Top Producing Tour Operator: Collette 
• Top Producing Wholesaler: Bedsonline 
• Top Producing Specialty: Allianz Partners

The Highest Annual Growth awards, meanwhile, acknowledge partners with the largest annual year-over-year growth per category. 

The member winners went to:

• Highest Cruise Annual Growth: Renshaw Travel 
• Highest Hotels & Resorts Annual Growth: Wells Luxury Travel 
• Highest On-Site Annual Growth: Wells Luxury Travel
• Highest Tour Operator Annual Growth: K. Benn Travel, Inc. 
• Highest Specialty Annual Growth: Trevello Travel Group

The partner winners went to:

• Highest Cruise Annual Growth: AmaWaterways 
• Highest Hotels & Resorts Annual Growth: Sonora Resort Canada
• Highest On-Site Annual Growth: Arno – Travel & Event Design – Italy           
• Highest Tour Operator Annual Growth: Rocky Mountaineer 
• Highest Wholesaler Annual Growth: Bedsonline          
• Highest Specialty Annual Growth: Allianz Partners

“Virtuoso’s strength is rooted in the people who drive the network forward every day, demonstrating that human connection translates into business success,” stated Upchurch. “Our Forum events across the globe spotlight leaders who are shaping the future of luxury travel and delivering exceptional experiences with consistency and care. We’re honoured to recognize this year’s regional award recipients and deeply value the role they play in strengthening Virtuoso’s influence.”

Virtuoso’s Canada Forum marks the second in a series of international Forums, followed by Latin America & the Caribbean Forum in Lima (March 2-4), United Kingdom & Ireland Forum in Lisbon (March 9-10), Continental Europe Forum in Lisbon (March 11-13), Australia & New Zealand Forum in Auckland (March 23-26), Greater China Forum in Bali (April 1-2) and North & Southeast Asia Forum in Bali (April 2-3). 

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