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As a second-generation travel industry leader, Matthew Upchurch — chairman and CEO of luxury travel network Virtuoso — offers a unique perspective on how the world of luxury travel has evolved over the past four decades.
In this episode of Humans of Travel, the first of a two-part conversation, Upchurch shares personal stories from his upbringing, the pioneering legacy of his father and the surprising origins of Virtuoso. You'll hear how the concept of a travel advisor collective emerged out of necessity in the post-World War II era, and how early collaborations set the foundation for what Virtuoso is today. Upchurch also reflects on how his perception of travel advisors has evolved throughout his career.
This episode is sponsored by The Globus Family of Brands.
Matthew Upchurch, CEO of Virtuoso
Credit: 2025 TravelAge WestResources Mentioned in This Episode
Virtuoso
About Your Host
Emma Weissmann is the Executive Editor of TravelAge West, a print magazine and website for travel advisors based in the Western U.S. She is also the co-host of Trade Secrets, a podcast created with sister publication Travel Weekly.
TravelAge West also produces national trade publications Explorer and Family Getaways, as well as events including the Future Leaders in Travel Retreat, Global Travel Marketplace West, the WAVE Awards gala and the Napa Valley Leadership Forum.
About the Show
TravelAge West’s award-winning podcast, “Humans of Travel,” features conversations with exceptional people who have compelling stories to tell. Listeners will hear from the travel industry’s notable authorities, high-profile executives, travel advisors and rising stars as they share the highs and lows that make them human.
