Virtuoso has welcomed over 100 hotels and resorts into its preferred partner portfolio over the past year. With over 1,800 preferred hotels and resorts epitomising luxury, Virtuoso’s savvy clientele flock to its curated collection, which was reflected in the increased average daily rate (ADR) of US$1,540 in 2024, up 3% from 2023.

Virtuoso’s distinct Hotels & Resorts program comprises a diverse variety of accommodations, ranging anywhere from expansive properties such as onefinestay’s more than 5,000 villas and residences and the 4,750-room Wynn Las Vegas, to intimate stays like Ladder, a Ted Turner Reserve in Caballo, New Mexico, and Moto Nao Nao, a private island with three villas in French Polynesia.

Almost half of Virtuoso’s preferred hotels have fewer than 100 rooms and over a quarter of them have less than 50, ensuring that travellers have options for whatever they’re seeking be it a quiet, intimate setting or a bustling holiday.

This year, the network anticipates some of the industry’s most exciting hotel openings via the Virtuoso Preview Property program – a pre-opening partnership that provides early access to Virtuoso’s influential advisors for training, networking as well as sales and marketing efforts.

The 2025 Preview Properties include:

• The St. Regis Aruba Resort (Palm Beach, Aruba / Opened January 2025)
• Capella Taipei (Taipei, Taiwan / Opened March 2025)
• Corinthia Grand Hotel du Boulevard Bucharest (Bucharest, Romania / Opened March 2025)
• Jumeirah Marsa Al Arab Resort & Residences (Dubai, United Arab Emirates / Opened March 2025)
• Aman Nai Lert Bangkok (Bangkok, Thailand /Opened April 2025)
• Orient Express La Minerva (Rome, Italy / Opened April 2025)
• Sax Paris, LXR Hotels & Resorts (Paris, France / Opened April 2025)
• Waldorf Astoria Osaka (Osaka, Japan / Opened April 2025)
• Fairmont Golden Prague (Prague, Czech Republic / Opening May 2025)
• Giza Palace (Giza, Egypt / Opening May 2025)
• Rosewood Amsterdam (Amsterdam, Netherlands / Opening May 2025)
• Waldorf Astoria Costa Rica Punta Cacique (Guanacaste, Costa Rica / Opening May 2025)
• Fairmont Tokyo (Tokyo, Japan / Opening July 2025)
• Corinthia Rome (Rome, Italy / Opening Summer 2025)
• Faena New York (New York, New York / Opening Summer 2025)
• Park Hyatt Los Cabos at Cabo del Sol (Cabo San Lucas, Mexico / Opening Summer 2025)
• Waldorf Astoria New York (New York, New York / Opening Summer 2025)
• The Cooper (Charleston, South Carolina / Opening October 2025)
• One&Only Moonlight Basin (Big Sky, Montana / Opening late 2025)
• Orient Express Palazzo Donà Giovannelli (Venice, Italy / Opening late 2025)
• Airelles Venezia (Venice, Italy / Opening January 2026)

According to Virtuoso’s proprietary data on luxury travellers across 17 global markets, suites and villas are a hot commodity, with 38% of global respondents citing their intention to book a suite and 27% of respondents intending to book a villa.

Travellers from the U.S., Mexico, Brazil, United Arab Emirates, Saudi Arabia, India, China, Hong Kong and Australia are more predisposed to booking suites; while villa bookings typically come from travellers originating from Mexico, United Arab Emirates, India, China and Australia.

Recognising ultra-high-net-worth travellers’ desires for accommodations that provide more space, privacy and personalisation, Virtuoso launched Villas Spotlight and Suites Spotlight consumer marketing campaigns to showcase the unrivalled luxury of select partners. Spotlights are designed as visually rich landing pages on Virtuoso.com that showcase select partner villas and suites. These ongoing, multichannel campaigns ultimately aim to inspire consumers to contact an advisor.

With the launch of the pilot Villas Spotlight last year, the campaign contributed to an average 13% increase in new revenue across the featured villa properties along with a 20% rise in average daily rate (ADR). The Villas Spotlight drove a 22% increase in the total average weekly web sessions to the featured properties’ profiles on Virtuoso.com, while a dedicated email campaign to Virtuoso travellers and their advisors exceeded industry benchmarks with a 52% open rate.

Virtuoso is anticipating continued growth with the ongoing Villas Spotlight – which now features a unique set of preferred partners – and Suites Spotlight, as well as future Spotlights in the works for summer 2025.

Nearly 40% of hotels in the Virtuoso network are independent properties, and over 25% of Virtuoso preferred hotels do not contract with another hotel program or consortia, adding to the exclusivity provided to travellers when booking with a Virtuoso advisor.

Virtuoso hotels provide amenities worth more than US$550 per stay, and last year, the network introduced enhanced amenities to provide a higher value-add for Virtuoso guests. These enhancements further distinguish Virtuoso advisors while ensuring their clients receive VIP treatment that may include double or triple benefits for guests depending on the length of their stay, guaranteed upgrades and confirmed early check-in or late check-out.

Virtuoso partner participation in enhanced amenities has already increased to 30% of the network’s preferred hotels, and data shows that those properties are seeing rising ADRs and over a 20% increase in bookings