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Úna O’Leary joins HBX Group as VP, sales for The Luxurist

Michael Pihach

04-19-2026 10:49 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.

Úna O’Leary may have exited Virtuoso, but she continues her journey in the luxury travel space.

Virtuoso’s former vice president of global partnerships has joined the HBX Group as VP of sales, supporting the global team behind The Luxurist, PAX has learned.

“There are three things in life we can all count on: death, taxes, and change,” O'Leary wrote on her LinkedIn page Sunday (April 19). “Having recently navigated the first two, it’s time to embrace the third.”

The Luxurist is a premium platform that Bedsonline launched in 2025 exclusively for luxury travel professionals.

The platform, available to Canadian travel advisors – in Canadian dollars – connects the trade with global hotel properties through an interface designed exclusively for the luxury segment.

It also aims to establish a new reference point in the B2B travel market, addressing a need for intelligent backend infrastructure and a robust planning ecosystem for luxury travel advisors.

O'Leary described it as a “next generation platform designed to transform how luxury travel is curated and booked.”

“Luxury travel today is defined by experiences that feel rare, personal, and deeply meaningful,” she wrote. “I’m energized by the opportunity to help scale The Luxurist into a powerful platform that empowers advisors to Book the Extraordinary for clients around the world.”

“Looking forward to this new adventure helping to redefine excellence in luxury travel.”

O’Leary also expressed her gratitude to Virtuoso, which she first joined in 2021 as the organization’s general manager for Canada.

In that role, Virtuoso Canada strengthened its regional presence, building a coast-to-coast team dedicated to supporting both Virtuoso-certified advisors and the network’s supplier partners.

In May of last year, O'Leary was promoted to vice president, global partnerships at the luxury consortium.

“As my exceptional journey with Virtuoso Travel has come to a close – a chapter filled with opportunity, meaningful relationships, and memories I will carry for a lifetime – I remain deeply grateful,” O’Leary wrote.

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