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In Part 2 of our conversation with Matthew Upchurch, the
chairman and CEO of Virtuoso discusses the transformative challenges that have
shaped today’s travel advisor profession.
Listeners will gain insight into how the industry navigated
the rise of online travel agencies, the strategic decision behind Virtuoso’s
rebranding and the far-reaching influence of mobile technology and social
media. Upchurch also speaks about his mission to elevate the role of travel
advisors, his evolving definition of luxury and why cross-generational
collaboration is vital to the future of the industry.
Listen to Part 1 here.
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.
