Virtuoso reports solid bookings, growth at 2025 Chairman’s Event in Los Cabos

Virtuoso hosted its 2025 Chairman’s Event from October 14–17 in Los Cabos, Mexico.

This annual celebration honours Virtuoso’s highest-performing and most engaged member agencies while spotlighting the host destination’s appeal to discerning travellers.

This year’s gathering unfolded at Grand Velas Los Cabos, a high-end all-inclusive resort (which PAX visited in July), in collaboration with the Los Cabos Tourism Board and Virtuoso’s preferred local hotels.

The network welcomed 133 agency owners and managers representing nine global regions for four days of meaningful connection, immersive exploration, and celebration.

True to Virtuoso’s philosophy of connection through shared experiences, attendees enjoyed a curated selection of “Design Your Day” adventures showcasing the best of Los Cabos.

READ MORE: On Location: "Limitless luxury” – PAX unpacks the ultimate VIP escape at Grand Velas Los Cabos

Options ranged from paddleboarding to the iconic Arch of Cabo San Lucas, to a farm-to-table workshop at Paradero Todos Santos, to hiking and birdwatching in the Sierra de la Laguna Biosphere Reserve, and even a mindful meditation and sound healing session at Monte Cardón amid the desert’s natural splendour.

A highlight of the program was an exclusive dine-around evening, allowing guests to savor the diverse culinary offerings of eleven Virtuoso-preferred hotels throughout the region.

The event also fostered meaningful dialogue among peers. During the business session, Virtuoso’s Senior Leadership Team shared updates on network initiatives and insights shaping the future of luxury travel.

READ MORE: On Location: Inside the epic event possibilities at Grand Velas Los Cabos

“When I look at the caliber of professionals within this group, I’m reminded of the power of this network,” said Virtuoso Chairman and CEO Matthew D. Upchurch, in a press release.  “The World Travel & Tourism Council predicts the travel and tourism industry will contribute an all-time high of $11.7 trillion to the global economy, with international visitor spend reaching a record $2.1 trillion. 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.”

Executive Vice President of Strategic Communications David Kolner also presented intel tracked from the network’s sales data.

He revealed that, looking one to two years ahead, future leisure sales are projected to increase by 24 per cent, with high-value bookings of $50,000 or more expected to rise by an impressive 36 per cent.

Additionally, the year-to-date sales for January through September 2025 show a 13 per cent year-over-year increase, underscoring continued momentum and demand across the network.

Kolner also discussed highlights of Virtuoso’s 2026 Luxe Report, a survey of over 2,400 advisors across more than 50 countries, which revealed next year’s top global destinations, travel trends and destinations on the rise.

He said the Luxe Report found that 67 per cent of surveyed advisors anticipate a slight to significant increase in travel demand for 2026 and 66 per cent expect a slight to significant rise in client spending.

The full 2026 Luxe Report can be found here.

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.