Virtuoso Celebrates Its Top Performers in Los Cabos at the 2025 Chairman’s Event
The annual gathering at Grand Velas Los Cabos recognized Virtuoso’s top-performing agencies with immersive local experiences and new insights into luxury travel demand.
Grand Velas Los Cabos has earned a Five Star designation. Photo: Courtesy of Grand Velas Los Cabos
Virtuoso gathered its highest-performing agency owners and managers in Los Cabos this month for the 2025 Chairman’s Event, a four-day program that blended recognition, destination immersion, and forward-looking insights from the global luxury network’s leadership team.
Held October 14–17 at Grand Velas Los Cabos, the event brought together 133 agency principals from nine regions to honor performance and strengthen cross-market relationships. It also spotlighted the host destination—long a favorite for luxury travelers—for its culinary depth, design-forward hospitality, and growing inventory of Virtuoso-affiliated properties.
The Los Cabos Tourism Board co-hosted alongside Virtuoso’s preferred partners in the region, curating experiences that underscored the area’s diversity beyond the beach. Attendees chose among “Design Your Day” excursions, such as paddleboarding around the Arch of Cabo San Lucas, attending a regenerative farming workshop at Paradero Todos Santos, hiking in the Sierra de la Laguna Biosphere Reserve, or experiencing meditation and sound healing at Monte Cardón. A dine-around evening showcased the culinary programs of eleven Virtuoso partner hotels, underlining the destination’s evolution into a serious gastronomic hub.
During the business session, Virtuoso executives provided an overview of the network’s trajectory amid another year of growth. CEO Matthew D. Upchurch cited global travel spending projections from the World Travel & Tourism Council topping $11.7 trillion and praised the network’s role in sustaining that momentum: “You are the engine behind that, and I couldn’t be prouder of what you accomplish day in and day out.”
Executive vice president of strategic communications David Kolner shared network data indicating a 13 percent year-over-year increase in 2025 sales through September, along with a projected 24 percent growth for future leisure bookings. High-value trips exceeding $50,000 are expected to climb 36 percent, supported by demand for more customized, once-in-a-lifetime experiences.
Kolner also previewed highlights from Virtuoso’s 2026 Luxe Report, based on feedback from over 2,400 advisors across 50-plus countries. Two-thirds of respondents expect both travel demand and client spending to rise next year, signaling continued confidence in the upper-tier leisure market.
As Virtuoso turns its focus to 2026, Los Cabos now joins a long list of Chairman’s Event hosts that have seen measurable gains in awareness and luxury visitation following the annual gathering.
