Virtuoso eyes global growth, makes changes to senior leadership team

Virtuoso has announced changes within its senior leadership team and a strategic realignment as it focuses on global growth. 

The luxury consortium has named Cheryl Cheney Bunker as senior vice president, global memberships, reads a press release.

An industry veteran with more than 25 years’ experience, Bunker has been with Virtuoso since 2007, heading up teams that work hand-in-hand with Virtuoso member agencies and advisors to maximize engagement and drive preferred partner sales.

Most recently, Bunker served as vice president, global member relations, providing leadership, management and strategic direction for the team responsible for over 1,200 travel agency locations and more than 20,000 travel advisors in 58 countries across North America, Latin America, the Caribbean, Europe, Asia-Pacific, Africa and the Middle East. In her expanded role,

Bunker will be responsible for setting the strategic direction and oversight of Virtuoso’s global membership.

She will also look to drive sustained growth, deepen member engagement and reinforce Virtuoso’s leading brand position across all regions by upholding and evolving Virtuoso’s rigorous membership standards.

New role for Cory Hagopian 

Additionally, Virtuoso executive Cory Hagopian will evolve his role to senior vice president, global partnerships, the release says. 

Since joining the organization in 2022, Hagopian has led both member and partner relationships worldwide.

He will now solely focus his efforts on driving Virtuoso’s global partner sales strategy and developing relationships across all product categories, including hotels and resorts, cruise lines, tourism boards, alliances, tour operators, air, car services and insurance as well as Virtuoso’s new Ultra-High-Net-Worth vertical. 

“This sales strategy will focus on increasing value to current global partners, while also developing new partnerships in emerging destinations,” said Virtuoso. 

The move is part of a broader globalization strategy aimed at establishing regional partnership teams to better engage with and support Virtuoso’s partners around the world.

“As Virtuoso continues to expand, we are more committed than ever to ensuring the success of our members, advisors and partners, and developing the teams that will serve the needs of these diverse groups takes strong leadership,” said Brad Bourland, chief operating officer for Virtuoso, in a statement.

“Cheryl’s full-time focus on the strategic growth of our global membership allows Cory to fully dedicate his attention to delivering even greater partner value, while elevating engagement and overall network satisfaction through operational excellence.”

Virtuoso’s senior vice presidents are integral members of its executive team. “The S-Team,” as they are known internally, have strong business knowledge across a range of functions and segments to provide exceptional strategic direction that is reflective of the organization’s collective global position in luxury travel. 

Bunker’s role takes effect as of May 1 and she will continue to office from Windermere, Florida.

Hagopian’s position is effective immediately, and he will remain based in Fort Lauderdale, Florida. Both will report to Bourland.

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