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Virtuoso Canada holds first awards gala in T.O., Wendy Davis honoured; see winners here
02-28-2024
1:06 pm
Michael Pihach
Michael Pihach is an award-winning journalist with a keen interest in digital storytelling. In addition to PAX, Michael has also written for CBC Life, Ryerson University Magazine, IN Magazine, and DailyXtra.ca. Michael joins PAX after years of working at popular Canadian television shows, such as Steven and Chris, The Goods and The Marilyn Denis Show.
The world of luxury travel gathered to clink wine glasses and celebrate success Tuesday night (Feb. 27) in Toronto as Virtuoso Canada hosted its first-ever regional awards dinner and gala.
The glam event, held in the Aria East ballroom of the upscale Four Seasons Toronto Hotel, coincided with the luxury consortium’s Canada Forum, a signature conference, on now until Thursday (Feb. 29), for Virtuoso agency owners, managers and preferred partners.
The Forum kickstarts the year for members as they get to meet with suppliers, learn about what’s new in the market, and then share that with their teams ahead of Virtuoso’s “On Tour” advisor events, which take place in April.
This year's Forum, Virtuoso Canada’s second annual, welcomed 105 attendees, with 24 out of 25 member agencies represented. (In Canada, there are roughly 1,800 active travel advisors certified by Virtuoso).
READ MORE: Skyrocketing cruise sales & France’s 452% increase: Virtuoso shares latest trends at Canada Forum
The awards component, however, were organized to honour members and partners that elevate the travel industry and create memorable experiences for luxury travellers in Canada.
“I’m so excited,” said a glowing Úna O’Leary, general manager of Virtuoso Canada, speaking to PAX at last night’s gala. “It’s our first awards, and it’s a mix of winners. There are production awards and there are growth awards.”
Over the past three years, O’Leary has been elevating Virtuoso’s presence in Canada.
READ MORE: On Location: “Huge opportunities”: Growing Virtuoso Canada brings talent, strategy to Vegas
The former CWT executive joined the luxury travel consortium in September 2021 when Virtuoso restructured, hiring regional managers around the world – a move that gave Canada more autonomy.
Since then, Virtuoso Canada has gone from a team of one to eight, establishing coast-to-coast support for its member agencies, partners and travellers.
“The growth we’ve seen in this market with our members and partners has been absolutely impressive,” O’Leary said. “We’re not looking to grow [our membership] exponentially. We want to grow organically.”
Where O’Leary has seen a significant shift is in “the awareness that Canada is its own country and region.”
“Our partners see the value of working with Virtuoso advisors here in Canada,” she said.
Wendy Davis honoured
The lively night kicked off with a rocking bagpipe performance by Ryan Fraser, Virtuoso's marketing and events manager, who is based in Halifax.
One award that particularly shone bright was the inaugural Northern Lights Award, a Canada-specific honour that recognizes a member who goes above and beyond in engagement, activism, sponsorship and in the promotion of Virtuoso Canada.
As O’Leary, on stage, explained to attendees, it recognizes someone who embodies commitment, humility and “the spirit of human connection within the network.”
This year’s Northern Lights Award went to Wendy Davis, owner of Ontario-based Zebrano Travel.
(Davis, notably, was also the recipient of Virtuoso’s prestigious Ruby of Siam award back in 2021).
“I’m just so honoured,” said Davis, who was unable to attend last night’s gala, in a video message that was played.
She thanked the room for “believing in me, our agency and what we can do.”
And the winners are...
Here’s the complete Canadian Virtuoso Awards winners list:
Northern Lights Award: Wendy Davis, Zebrano Travel
Most Engaged Member: Direct Travel
Most Engaged Partner: Globus family of brands
Top Producers – Member winners
Cruise Top Producer: Direct Travel
Hotels & Resorts Top Producer: Renshaw Travel
Tour Top Producer: Direct Travel
On-Site Top Producer: Direct Travel
Specialty Top Producer: Trevello Travel Group
Top Producers – Partner winners
Cruise Top Producer: Celebrity Cruises
Hotels & Resorts Top Producer: Shangri-La Group Tokyo
Tour Top Producer: Globus family of brands, Tours
On-Site Top Producer: Iceland Encounter
Specialty Top Producer: Allianz
Highest Annual Growth – Member winners
Highest Cruise Annual Growth: LuxeXperts (Transat)
Highest Hotels & Resorts Annual Growth: Momenti Travel
Highest Tour Annual Growth: BST Vacations/Blowes & Stewart Travel Group Ltd.
Highest On-Site Annual Growth: YYZ Travel Group
Highest Specialty Annual Growth: Civilized Adventures
Highest Annual Growth – Partner winners
Highest Cruise Annual Growth: Oceania Cruises
Highest Hotels & Resorts Annual Growth: One&Only Royal Mirage (One&Only Resorts)
Highest Tour Annual Growth: Collette
Highest On-Site Annual Growth: Southern Crossings - Luxury Travel Australia, New Zealand and the South Pacific
Highest Specialty Annual Growth: Bedsonline
To see more pictures from the event, visit and "like" PAX's Facebook page here.
Stay tuned for more of PAX’s coverage from Virtuoso’s 2024 Canada Forum.
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