总部事件:Virtuoso Travel Week突出了旅行恢复中的豪华领导者
byDaniel McCarthy/本周,来自100个不同国家/地区的5,000多人参加了Virtuoso在拉斯维加斯ARIA的年度旅行周,这是一项面对面/在线混合活动,标志着该小组的年度聚会。
This year’s event, the 34Thannual Travel Week, came at a time of increasing optimism in the recovery of the travel industry, with demand roaring back, and optimism for the travel advisor community at the highest level since pre-pandemic.
最新更新的是,Virtuoso拥有50个国家 /地区的20,000名顾问,拥有1200多个地点,超过2,200个首选合作伙伴,最高300亿美元的年销售额。
Virtuoso高级副总裁David Kolner在周日的旅行周开幕式上说:“在大流行期间,很多门关闭,也许所有的门都关门了一会儿。”“但是我希望你能看到未来是光明的。”
网络的健康
The industry’s recovery, while well underway, has been uneven. But Virtuoso’s place in the market, with advisors who cater to high-net-worth clients that typically travel in luxury, is outpacing other segments.
Virtuoso 2022年1月至7月的全球销售额为2019年水平的102%。这包括由于酒店价格飞涨的一部分,在一定程度上增加了139%的酒店销售,包括2019年美国酒店增加了59%,国际酒店增长了67%,美国豪华酒店增加了58%,以及58%豪华国际酒店增长了55%。
Kolner说,对于2023年,事情“看起来都很好,破纪录的好处”。他补充说,目前的销售额比他们在2019年达到的创纪录水平高47%,这意味着“ 2023年可能是迄今为止最好的一年。”
For comparison, Kolner added, the full recovery for the industry isn’t expected to come until the second quarter of 2024. “Doors at Virtuoso are opening faster,” he said, “part of that is due to high net worth clients,” which Virtuoso attracts.
High-net-worth travelers bounced back ahead of the rest of the consumers and Virtuoso advisors, who cater to that population and have the expertise that allows for those kinds of relationships, benefited from that.
顾问继续预订比自己动手的人(DIYERS)更高的旅行,而Virtuoso Advisors则迈出了一步。数据显示,在2019年,被告知的旅行者花费的1.3倍超过DIYERS和VIRTUOS顾问的旅行者的表现要多2.9倍。
此外,根据Virtuoso数据,酒店预订窗口正在恢复到大流行前的水平,这对酒店来说是个好消息,但对于现在习惯于在最后一分钟旅行的旅行者来说,这不是很好。
Hotel pricing continues to climb, not just in the luxury sector but across levels of hotels. The average ADR of all U.S. hotels is up 59% compared to 2019 and is approaching an average of $1,000 per night. For international hotels, that number is up even further, 67%, and is above $1,100 dollars.
关于谁在旅行,大流行期间创造的许多趋势仍然存在,包括旅行豆荚和夫妻旅行的朋友团体。年轻,富裕的旅行者,在大流行期间与老年人相同的健康问题的群体比较旧的同行者继续旅行更多。
一件事是不同的是独奏旅行的新趋势,这在65岁及以上年龄段(增长10%)中尤其明显。
对于目的地,美国beplay银行卡仍然是夏季旅行的名单,其次是意大利,法国,加拿大和希腊,而秋季的10个顶级目的地中有7个位于欧洲。
2022年的Virtuoso新
Virtuoso继续为其成员提供升级,与Virgin Flight Company由Virgin Galactic创立的太空飞行公司Virgin Galactic的加强合作伙伴关系强调了今年的升级。
Virtuoso现在与Virgin Galactic建立了独家关系,可用于全球所有顾问。顾问必须完成少量的认证才能获得该产品,但是Virtuoso的20,000名顾问中的每一个都可以在其未来的飞行之一上出售该公司450,000美元的席位之一。这些顾问将在Virgin Galactic的第一个1,000个席位中独家访问有限的预订。座位将以45万美元的标准价格出售。
Virgin Galactic和今年其他首选合作伙伴的增加,为Virtuoso提供了全球100个国家 /地区的2200个豪华旅行伙伴的投资组合。
2022年的新产品也是一项针对各个细分市场的首选合作伙伴的预览计划,从酒店到游轮再到旅游。它的工作原理是,尚未开业的酒店或尚未开始航行的巡航船能够通过预览计划将酒店定位,因此顾问能够开始与客户进行营销和预订。
科尔纳说:“每个人都有客户只需要首先做某事。”“对于顾问来说,这是一个很好的机会。”
In October, Virtuoso will launch a new Hospitable Me Training that gives advisors an opportunity to train for diversity and inclusion, and to make it a priority both with its inside employee relations, and with its client outreach. Virtuoso will make the training available to all its advisors to attend. Kolner called it a “great opportunity to educate about this important market.”
Virtuoso continues to upgrade its brand, working with its partners and member to keep its look updated, and has launched a redesign of Virtuoso the Magazine, which Kolner said “has been proven to drive sales” for members.
今年的刷新是Virtuoso的会员电子邮件营销活动。科尔纳说,这些运动的标志“一直是个性化和品牌化”,尽管这并没有消失,但随着更多的空白,广告系列的外观越来越现代。这些活动的平均为行业平均水平的平均是开放利率的两到四倍。
“Virtuoso marketing really does work we’ve seen it increases client spend by 30% higher than clients who don’t use marketing,” he said. “We offer all these tools at no extra cost.”
新的全球运动
While no dates have been announced, for the first time Virtuoso is in the process of putting together a consumer-focused campaign to help promote and spread awareness of its advisors. Helen McCabe-Young, the group’s senior vice president of marketing, unveiled the campaign during the opening session of Virtuoso Travel Week.
“The stories we share help to bring us together. They connect us and unite us,” she said.
The goal is to engage clients and find more high-net-worth travelers for clients. McCabe-Young called the campaign a “huge opportunity” for the network.
她说:“这是我们第一次发起一项运动,以告诉人们你有多神奇。”
Upchurch说,目前媒体为视频活动购买的“没有固定的计划”,但他确实说这是一项“利用Virtuoso品牌的非常强大的运动”。Upchurch表示,即使取得了持续的成功,其目标是提高消费者对Virtuoso顾问的认识。
他说:“整体消费者对整个竞争力的意识仍然很低。”“有很多机会。”他补充说,顾问面对的第一名竞争对手是“从字面上看来没有什么更好”的消费者,并且该活动旨在与之作斗争。
“What I love about this organization – our job is to put a spotlight on these guys. They’ve always been there – the true advisor has always been there,” he said.
继续倾斜数据
Virtuoso越来越关注数据始于2020年12月,大流行近一年。Upchurch本周表示,该集团的首席运营官布拉德·布兰德(Brad Bourland)“意识到我们的第一个重大投资[大流行]是在数据中。”
Virtuoso had been focused on compiling data for a while with the thought that allowing advisors to get a birds-eye view of not only their own agency operations, but others in the network as well, would propel the whole group forward.
Upchurch提到了三种特殊的利用 - 产品和工具设计,其合作伙伴的知识,然后是其成员的知识。2022年的重大更新是向云的转变,并且接受了已经编译的内容,这将是对外部数据的接受。