Virtuoso’s $51 Trillion Network Chooses Human Touch Over AI in Luxury Travel
Creatrip Team
2 months ago
Virtuoso, the global luxury travel network with over 1,200 agencies and more than $350 billion (about 51 trillion KRW) in annual sales, is expanding its Asia presence and will host a major symposium in Seoul in April 2026. Angeline Tang, Virtuoso’s North & Southeast Asia PR lead, says Korea is their largest market in Northeast Asia and highlighted close collaboration with Korean partners and top hotels (e.g., Conrad Seoul, Shilla, Lotte, Park Hyatt, Signiel). Membership is invitation-only and strictly vetted, requiring at least three years’ operation and peer review. On AI, Virtuoso stresses technology as a supportive tool — automating predictable tasks to free advisers for emotional, human-focused service. The company believes true luxury depends on “soft touch” hospitality (personalized, thoughtful service) that machines cannot replicate, aligning with the idea of “unreasonable hospitality.”
