Virtuoso launches Ultra-High-Net-Worth division, Shelby Donley named GM

Virtuoso is diving deeper into the elite sphere of luxury with the launch of a new business division dedicated to Ultra-High-Net-Worth (UHNW) travellers.

Newly-appointed General Manager Shelby Donley will lead the business unit, according to a press release.

As a previous Virtuoso travel agency owner, Donley brings years of industry experience combined with an innate understanding of UHNW clientele and perspective on how to cultivate relationships that serve their unique lifestyle.

The consortium says it is also mapping out collaborations with luxury brands across jewelry, watches, fashion, art, culinary, wine and spirits, luggage, automotive, wellness and more.

By reaching new industries, Virtuoso plans to strengthen its influence in delivering bespoke offerings through its network of elite travel advisors and best-in-class partners in a way that specifically caters to the ultra-affluent.

“This new initiative is yet another example of how Virtuoso co-creates with its members, advisors and partners,” said Matthew D. Upchurch, chairman and CEO of Virtuoso. “Combining the talents of our network with the talents of our dedicated team has been a winning formula, and I’m excited to see what this dedicated focus will bring.”

Brad Bourland, Virtuoso’s chief operating officer, also expressed his enthusiasm for the new vertical and role.

“The establishment of our UHNW division marks a transformative moment for Virtuoso, enabling us to build stronger relationships with ultra-luxury brands and deliver an unparalleled level of service to our most discerning travelers, and Shelby’s profound expertise in the UHNW market make her the perfect choice to lead this initiative,” Bourland stated. “This is a pivotal step in our ongoing commitment to providing extraordinary value to our members, advisors and partners.”

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