Virtuoso: Brad Bourland appointed as president, Tristan Dowell named CCO

Virtuoso has announced two key C-suite appointments as part of an evolved leadership structure.

Brad Bourland, who has been serving as Virtuoso’s chief operating officer since 2020, assumes the role of president, while Tristan Dowell joins the organization as chief commercial officer.

The newly-established roles reflect Virtuoso’s “ongoing progression as it scales for continued global growth,” reads a press release, while reinforcing a commitment to delivering maximum value.

Bourland, who will continue to serve as acting COO until a successor is named, has played a pivotal role in shaping Virtuoso’s global strategy over the past six years, said the consortium.

As president, he will advance the company’s long-term vision by aligning teams and resources to create and capitalize on opportunities, while also charting a course for the network’s sustained growth and leading the newly created C-suite leadership team.

As acting COO, he will continue to have oversight of Strategic Communications, Global Events, Global Technology, Finance & Data Analytics and Culture, Talent & Global Operations, as well as Virtuoso’s General Counsel, with Global Markets matrixed in.

Dowell brings a longstanding relationship with Virtuoso to the role, along with a distinct perspective informed by his firsthand experience as a preferred partner within the network.

Over the course of 23 years spent with Hyatt Hotels Corporation, Dowell held positions that included global brand director Park Hyatt and Andaz, as well as regional and global corporate roles.

Most recently, he served as global vice president – Luxury, Lifestyle & Leisure Sales, where he led strategy, development, brand experience and voice for Hyatt’s luxury segment.

As CCO, Dowell brings his vast experience to oversee Virtuoso’s commercial strategy – including Global Marketing, Global Memberships, Global Partnerships, Global Products and Global Markets, with Global Events matrixed in – all with a focus on driving business growth for the network.  

“Virtuoso is best understood as a platform that enables tens of thousands of advisors and partners worldwide, supported by fewer than 400 team members,” said Matthew D. Upchurch, chairman and CEO of Virtuoso, in a statement.

“Our strategies, platforms and commercial frameworks shape how a vast global network operates every day, and as we continue to scale, that complexity only grows. I’m excited by what’s ahead as Brad steps into the role of President, bringing strong leadership to guide our next phase of growth. Tristan has been a long-time supporter of Virtuoso and our members. His perspective as a former partner will be invaluable as we continue to strengthen how we deliver value across the network.”  

Bourland will continue to be based in Fort Worth, Texas, at Virtuoso’s headquarters, as well as New York, United States. Dowell, who starts with the company April 14, will be based in Manchester, United Kingdom.

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