Travel agents praised at annual Virtuoso forum

The chairman and chief executive of Virtuoso praised the role of luxury travel agents at the network’s annual UK/Ireland/Middle East/Africa Forum, which was held from March 25-27 in Malta.

Speaking at The Phoenicia Malta, one of the brand’s preferred partner hotels, Matthew D. Upchurch said: “Since 2010, our core purpose has been to enrich lives through human connection. Some may have thought it was just a slogan or feel-good sentiment, but it turned out to be our most defensive business model and the defining element of what Virtuoso advisors offer.

“Interacting with other people is not a desire, but a human need. Travel is a key vehicle for these interactions and exactly why the work of our advisors has never been more important.”

The event was attended by more than 75 agents and partners, who had the chance to take part in a range of presentations and development sessions that discussed everything from leveraging AI to cultivating agency culture.

In a new initiative for 2025, attendees were also able to choose from a variety of Design Your Day activities, including guided tours of temples and visits to the country’s capital city Valetta.

The forum also discussed the luxury travel trends and insights found in Virtuoso’s 2025 Luxe Report: UK & Ireland. The network’s senior vice-president of global operations, Michael Londregan, outlined how more than half of Virtuoso agents anticipate a slight rise in travel demand this year, while 57% expect a modest uptick in spending per trip.

He also discussed the biggest trends for 2025, which include exclusive-use accommodation, family travel and active holidays.

The UK/Ireland/Middle East/Africa Forum marks the brand’s sixth global forum to take place this year, following events in the US, Canada, China and Switzerland.

Karen Joyce, Virtuoso’s EMEA general manager, said: "It was an absolute pleasure to host the annual United Kingdom/Ireland/Middle East/Africa forum in Malta. Year after year, the event continues to grow, offering our advisors and members invaluable opportunities for networking and development. It’s always a highlight of our calendar year, and an honour to bring together such an exceptional group of agency owners and managers as well as partners, whose contributions are invaluable to the Virtuoso network. 

"Showcasing the destination is also the cornerstone of the educational experience for those attending, and this year we were happy to shine a spotlight on Malta and our partners there, including our host hotel The Phoenicia Malta. We look forward to welcoming even more advisors from across the region in 2026."