79% of luxury travellers ‘interested’ in using an agent, according to Virtuoso

Research conducted by luxury agency network Virtuoso has found that 79% of high-end travellers are “interested” in using an agent for their future trips.

Speaking at the 38th annual Virtuoso Travel Week in Las Vegas on August 10, vice-president of global public relations Misty Belles (pictured) said the network is “continuing to see new people” use advisors, as they are “becoming even more valuable than ever”.

Reasons for this include the “first-hand experience, expertise and client trust” agents have, as well as the fact ultra-high-net-worth (UHNW) clients are “looking for ways to travel better and get access to things”.

According to Belles, one of the main things UHNW clients are seeking is an “exclusive” hotel experience.

She said: “They want the exclusivity of the ‘hotel within the hotel’, and they’re also looking at the rise of private clubs that have hotels connected to them.”

Travellers are willing to increase their budgets for this type of hotel, with Virtuoso research finding that 70% of advisors agree clients will pay more to guarantee exclusive accommodation.

Reflecting this, the network also reports that bookings for hotels with an average daily rate of more than $1,500 are growing at 37% compared to 2025.

Belles said: “Hotels have become an experience all of their own. It’s no longer the place where you lay your head at night and it’s no longer the place where you go and have a nice meal or to the spa.

“There really is a full-on experience at the hotel.”

As well as exclusivity, Virtuoso cited location and proximity to attractions as another important consideration, with 79% of agents describing these as “big deciding factors” for clients selecting accommodation.

During the conference, the network also reported a 20.8% year-on-year increase in sales for 2026.