Luxury whisperer Virtuoso is building an elite squad of advisors right here in the Middle East
When the world's most elite travel network sets its sights on a region, you know the game is changing. That's exactly what happened when Virtuoso, the gold standard in luxury and experiential travel, formally launched its dedicated operation in the Middle East and Africa last year.
The network recently celebrated its success with its first-ever regional meet-and-greet, held at the spectacular Atlantis The Royal Dubai. This gathering was a clear statement: Virtuoso is here to turn the region's top advisors into global power players.
We sat down with Brigid McDonnell, Virtuoso General Manager for the Middle East & Africa, who not only has the data to back up the growth but a clear, human vision for building a true community among the Gulf’s elite travel sellers.
Explosive growth
If Brigid’s first year in the region could be summarised in one word, it would be 'explosive.' When her dedicated operation began in 2024, the network had just three member agencies. Today, that number has shot up to 14 member agencies, a phenomenal 360 per cent increase in just one year.
“The primary goal for the first year was simply to establish a strong sense of community within our network,” McDonnell explains.
“We’ve been holding monthly calls and organising small gatherings to help members connect share ideas and support one another. That huge growth is absolutely a testament to the region’s enthusiasm for highly customised luxury travel.”
This work extends beyond just recruiting agents. McDonnell confirms the team is actively supporting the addition of new hotels and tourism boards to the preferred partner portfolio, even facilitating the Destination Preview programme in the Red Sea.
The Virtuoso advisor
So, what sets these 14 travel agencies apart? Virtuoso operates strictly as an invitation-only network.
“Virtuoso stands apart as an invitation-only network of the world’s most respected travel agencies and advisors, united by a shared commitment to curating exceptional, highly personalised travel experiences,” McDonnell clarifies. “We maintain direct personal relationships with our more than 2,500 world-class hotel cruise and experience partners. These partnerships grant Virtuoso advisors exclusive access recognition and benefits that elevate the level of service they can offer their clients, defining Virtuoso’s difference within the luxury travel landscape.”
The Middle East is a powerful force in global luxury travel and Virtuoso is here to help the travel trade shape that momentum
- Brigid McDonnell
What the GCC wants
The Middle Eastern luxury client is driving some of the most fascinating global trends, says McDonnell. Multigenerational travel remains a huge driver, with families constantly seeking experiences that appeal to every age group seamlessly. The 'bleisure' trend is now standard; business travellers are extending work trips into substantial luxury leisure stays. There is a clear appetite among younger travellers for authenticity and adventure, moving past simple material possessions to seek truly meaningful experiences.
McDonnell notes that specific requests are constantly evolving: "Culinary travel continues to be a strong draw, with high demand for immersive food tours that allow guests to discover and taste local specialties. Nature and wellness retreats are also hugely popular, especially those offering holistic spa programmes and off-the-grid adventure."
Virtuoso clients are showing a strong willingness to spend more on remote destinations and highly customised itineraries, confirming that the luxury segment is firmly focused on expertise not price.
Virtuoso is here to help
For the travel trade, McDonnell’s message is simple: "The Middle East is a powerful force in global luxury travel and Virtuoso is here to help the travel trade shape that momentum."
The network is ensuring connections continue outside of large events. In 2026, they will host Virtuoso Socials - small, intimate gatherings designed to deepen connections between member agencies and preferred partners across the region.
Helpful tools support this collaboration, such as the Social Media Content Centre, which helps advisors publish professionally curated content to maintain a consistent and impactful online presence.
"It is a great time to be part of a network that sets the global standard for excellence, innovation and collaboration," she affirmed.