Virtuoso, the global network of luxury travel agencies, has expanded its Hotels & Resorts program, adding 95 new properties in 2015 and growing the portfolio to more than 1,100 hotels across 100 countries. The program provides exclusive benefits—available only through a Virtuoso travel advisor—worth up to $450 per stay.
Below are five key trends Virtuoso identifies as shaping the hotel and resort landscape in 2016.
Larger Suites and Villas
Demand for larger accommodations is rising as multigenerational travel becomes more common. Travelers increasingly seek spacious suites and private villas that can host extended families or groups. Properties are responding with expansive offerings, from multi-bedroom suites to private villa complexes; an example is the 11-bedroom suite introduced at The Ritz-Carlton Grand Cayman.
Experiences That Create a Sense of Place
Hotels and resorts are focusing on curated, locally rooted experiences that connect guests to the destination. These can include cultural performances, guided local excursions, culinary events, and hands-on workshops that highlight regional traditions and produce. Examples cited by Virtuoso include concerts at the Bavarian castle Schloss Elmau and private coffee tastings at El Silencio Lodge & Spa in Costa Rica.
Lifestyle Hotels
As younger luxury travelers—especially millennials—shape market preferences, lifestyle-focused hotels that emphasize design, social spaces, and authentic local engagement are gaining popularity. Brands that cater to this audience, such as Andaz and W Hotels, are increasingly prominent in Virtuoso’s portfolio.
Virtuoso Preview
Virtuoso’s Preview program, now in its sixth year, supports properties during pre-opening, re-opening and debut phases. The program helps new or recently renovated hotels launch with exposure to Virtuoso advisors and their clients, connecting fresh offerings with a luxury-savvy audience.
Broadening Global Appeal
Virtuoso has also expanded its agency network in Asia, Africa and the Middle East while continuing growth across Europe. This geographic expansion aims to reflect rising demand for diverse global destinations and to invite notable properties in emerging locales to join the network.
The Hotels & Resorts program continues to evolve, aligning product selection and advisor relationships with shifting traveler preferences for space, authentic experiences, contemporary lifestyle offerings, and new global destinations.