At virtuoso, it’s all about the UX

Published on : Thursday, April 7, 2016

unnamed (1)Travel advisors, particularly those in the luxury space, are growing at record rates in the Asia-Pacific and globally as the market demands a greater level of human connection, knowledge and service.


Delegates at Virtuoso’s Asia Pacific Forum, held in Sydney this week, heard some of latest research and insights from Virtuoso executives, David Kolner (Senior Vice President, Global Member Partnerships) and Albert Herrera (Senior Vice President, Global Product Partnerships).


“User experience is the cornerstone of success for today’s travel advisor. Clients, particularly high-end clients, value authentic, genuine and trustworthy human connections and if they can find that in their travel advisor they are more likely to be loyal, repeat customers,” Mr Kolner said.


“Our research shows clients look for two key strengths in their advisor – emotional impact where the advisor delivers security, relaxation, inspiration and fun – and structural influence, where the more the advisor is an expert on the detail and understands their client, the more there becomes a mutual investment.”


Mr Kolner said the success of Virtuoso’s network was in the organisation recognising what the future of the industry was going to be 15 years ago.“Back then, we made a commitment to foster relationships with our clients, recognising the value of the User Experience and realising technology would generate a need for even greater human connections and trusted relationships.


“People do most of their research on online, but they go to an advisor for clarity and curation because they need someone who can distill the information and provide some real insight plus personal experience.”


In 2015, the Virtuoso network grew by 47 percent in the Asia-Pacific region and 26 percent globally, with the more than 11,400 advisors now engaged worldwide.“Virtuoso has built a personalised network that allows the ‘right kind’ of advisor to thrive,” Mr Kolner added.

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