Virtuoso’s 2026 Symposium took place April 15–19 at the Conrad Seoul, bringing together 360 executives from travel agency members and preferred partners across 33 countries.
The annual event serves as a forum for the luxury travel network’s leadership, offering a platform to exchange insights, strengthen partnerships, and discuss the evolving landscape of high-end travel. Hosted in Seoul, this year’s Symposium also spotlighted Asia’s growing influence in the global luxury travel market.
Opening the Symposium, Chairman and CEO Matthew D. Upchurch addressed the challenges facing the global travel industry.
Reflecting on past disruptions, he noted that periods of uncertainty have ultimately strengthened travel’s role in people’s lives. He pointed to research from the World Travel & Tourism Council projecting US$12.5 trillion in industry investment by 2035, underscoring the need to balance growth with resilience.
Upchurch described the current moment as an “epoch” shift driven largely by advances in artificial intelligence, guided by the principle: “Automate the predictable so that you can humanize exceptional.”
“AI has expanded what can be automated at a scale we have never seen before,” he said. “More of the predictable is being handled, which shifts where human value truly resides.”
He added that the challenge ahead is not just technological, but human: “The real challenge is not just technological, it is human. The instinct in times of change is often to do more and respond faster, but that can work against us. We need to be precise about where we create impact.”
Throughout the week, sessions examined how advisors can integrate AI into their workflows while maintaining strong client relationships. Speakers included tech leaders exploring how automation can support collaboration and planning without replacing the human touch that defines service.
“What we’re experiencing isn’t incremental change,” Upchurch said. “It is reshaping how work is structured across the industry. As capabilities expand, the opportunity is to be more intentional about how expertise is applied in practice. Technology can enhance the experience, but it can’t replace the depth of understanding that comes from truly knowing a client.”
The Symposium also highlighted the network’s collaborative approach to growth, with an emphasis on shared insights and collective learning.
“We don’t move ahead individually – we move ahead together,” Upchurch said. “Our collective intelligence has always been our greatest advantage. What’s changing is how quickly and precisely we can act on it.”
As the industry navigates ongoing disruption, Upchurch said success will depend on clear purpose, adaptability and a continued focus on meaningful human experiences.
“As we look ahead, the goal isn’t to predict the future perfectly,” he said. “It’s to navigate it together with transparency, adaptability and a shared commitment to creating meaningful human experiences.”
Closing the event, Virtuoso announced it will return to Singapore for its 2027 Symposium, scheduled May 18-22 of next year.
“Singapore represents exactly the kind of destination we seek for our Symposium. It is dynamic, globally connected and deeply committed to delivering exceptional experiences,” said Senior Vice President, Global Events Jennifer Campbell.
“As one of the world’s most sought-after destinations, Singapore offers an extraordinary blend of innovation, culture, and hospitality, providing a strong backdrop for our global community to come together. We are incredibly grateful for the partnership of the Singapore Tourism Board, along with our valued preferred partners across the destination, whose collaboration makes an event of this scale and impact possible.”
More information on Virtuoso and its events here: www.virtuoso.com.
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