LAS VEGAS -- Turning a corner in the cavernous Bellagio convention center, a sound could be heard. It started off as a low roar and then as one approached the Tower Ballroom it grew thunderous, the collective sound of hundreds of voices -- all of them talking travel at once.
Virtuoso Travel Week is wrapping up in Las Vegas this week, and its signature feature is timed seven-minute appointments between supplier partners and advisors. Tables filled the ballroom and people networked fast and furiously as clocks counted down the seconds. Walking up and down the aisles, one could hear pieces of conversation:
"Have you ever been to Switzerland?"
"… something a little different…"
"… it's very famous…"
Advisors and suppliers leaned in, heads bent over computers, maps, iPads. Unlike other events, the Virtuoso tables seemed too small to comfortably support themed décor, but some suppliers had brought tablecloths or other small items to personalize their domains.
Based on the "you are here" signs at the entrances to the Tower Ballroom, there were 544 tables in that room -- and there were more advisors and suppliers meeting in the Aria next door.
Advisors meeting with travel suppliers at the 2025 Virtuoso Travel Week in Las Vegas. Photo Credit: Rebecca Tobin
Art on the path
All week, a tide of well-dressed people swept back and forth between the Bellagio, Vdara, Aria and Cosmopolitan resorts as attendees went from meeting to meeting. Occasionally an attendee would break from the path to hug and air-kiss a colleague headed in the opposite direction. Nearly 5,000 advisors, suppliers, media and others were in attendance, so on Day 3 people were still bumping into friends and colleagues in the hallways ("Oh my god, how are you?!").
For this year's conference, the work of South African artist Boemo Diale adorned the wayfinding signage, step-and-repeats and attendee badges. According to a statement, Diale's artistic expression encompasses printmaking, painting, ceramics and performance, often incorporating elements of African symbolism. For Virtuoso, the work was "a celebration of movement, unity and individuality within a collective."
Voices at Virtuoso
Bill Hornbuckle, CEO of MGM Resorts International, spoke briefly at the opening keynote. He switched into his U.S. Travel Association chairman's role to make a plea for advocacy.
"I know many of you take care of inbound business and outbound business. And we need your voice on behalf of the industry. One in 13 jobs in America is sponsored by this industry. The Big Beautiful Bill has done a lot, there's money for the FAA, money for lots of events coming up, but the administration still needs to be very focused on making this industry work. So, get involved if you could."
Virtuoso's primary speaker was Will Guidara, former owner of the Eleven Madison Park restaurant in New York and author of motivational memoir "Unreasonable Hospitality."
There was universal agreement that his speech on elevating customer service was excellent; executives and advisors were name-checking him in the days that followed. As Guidara was telling an anecdote about delivering a street-cart hot dog to one of his diners after overhearing they were leaving New York without trying one, I was thinking of that scene in "The Bear" TV series, where Richie is dispatched to get a Chicago-style pizza to surprise a table. Yes -- there's a connection. And yes, New Yorkers do call those hot dogs "dirty water dogs."
"You are here": A map orients visitors in the Bellagio ballroom for networking meetings. Photo Credit: Rebecca Tobin
A shout-out to the lurkers
At the show's opening session, Jennifer Campbell, Virtuoso's senior vice president of global events, warmly welcomed everyone to the show. Then she mentioned "the lurkers."
These, she explained, were non-Virtuoso suppliers drawn to Vegas for the week. "They camp on the outskirts of our campus for the week, peeking over the fences." She paused. "Bless their hearts."
The many languages of luxury travel
To illustrate the growing global scope of Virtuoso: It handed out packets emblazoned with "We speak your language." Inside were small headsets that could connect to a translation service within the Virtuoso events app, enabling users to hear the general session in their preferred language.
Virtuoso vice president of global public relations Misty Belles (left) and Eli Wagner, founder of Wagner Bespoke Travel, during a Virtuoso Travel Week session. Photo Credit: Virtuoso
Thriving under pressure
Virtuoso's data is not showing a contraction in the booking window: It's at 122 days, exactly where it was in 2024. But on the individual level, advisors said, the window can include clients who book really far in advance to get exactly what they want and clients who are making last-minute decisions.
During a panel discussion with four advisors, Eli Wagner, founder of Wagner Bespoke Travel, an affiliate of Coastline Travel, said she hopes last-minute trips are here to stay. They are "my favorite," she said.
"We love the pressure," Wagner said. "My team kind of hates and loves me for it, but taking on those last-minute trips, when we knock it out of the park, it's the best. And the clients get so excited."
One trend she wishes would go away: Clients who try to plan their trips through ChatGPT and send the advisor a copy-paste of the itinerary.
A chic ID
The Vegas setting provided plenty of opportunities for delegations of agency groups to gather. There were nearly 50 Embark Beyond advisors mingling at the bar in the Vdara lobby ahead of the general session. Embark was giving out chic blue tote bags to their advisors -- to hold things, yes, but CEO Jack Ezon encouraged advisors to carry them so they could spot other Embark advisors in a room: "Look for the blue bags, look for friendly faces," he said.
Of course, this being a luxury-minded show, at least one group of Embark advisors had stopped off at the Hermes store, and burnt-orange boxes were peeking out of the blue totes.
Embark wasn't the only one doing bags. In front of a huge Virtuoso sign (with the Boemo Diale art) about a dozen advisors gathered for a photo op with their Dior-style totes emblazoned with "TBH Travel."
Part of the Canada delegation at Virtuoso Travel Week. Photo Credit: Rebecca Tobin
The Canada question
When advisors weren't on the speed-dating tracks they could opt for scheduled chats in the Preferred Partners Lounge, which was a more relaxed version of a trade show floor. Here, a team from Destination Canada had a visible presence at the front of the room.
"I think there's been a lot of interest in Canada from the advisors, and they've been getting a lot of question from their clients," said Kyla Hochfilzer, the senior marketing director for North America. "And the biggest question from advisors to us has been, are their clients still welcome in Canada? And the answer is yes. Our neighbors are still very much welcome."
A coffee break, but make it bubbly
At 3 p.m. on Aug. 11 and 12, a pop-up prosecco bar appeared outside the Preferred Partners Lounge (courtesy of Virtuoso, The Magazine).
A lobby dog, but make it Vegas
Wining and dining is no joke in Vegas, and certainly not when travel folks are involved. At every turn, a cocktail reception was happening, a restaurant was closed for a private luncheon, a themed-dress party was in the works.
The media group, for example, headed up the Strip to the Fontainebleau for an evening at the Poodle Room, its invitation-only private club at the very top of the 67-story resort. The rooms were sumptuous and the views were stupendous, of course, but the big hit of the evening was a special member of the Fontainebleau family: Fifi, a gorgeous, white standard poodle and hotel dog, who was lounging in a chair and posing for pictures.
Guests staying at the Fontainebleau may not get into the Poodle Room, but they may see Fifi around the resort.
Bellagio's new lake restaurant
Meanwhile at Bellagio, preparations were ongoing for what executives are expecting will be "hottest reservation in town": the Carbone Riviera restaurant that will be located on the lake where Picasso used to be.
Bellagio is building out an alfresco dining deck that will extend into the lake, giving diners an unparalleled view of the fountain show (umbrellas will be provided if a guest wants one).
MGM Resorts CEO Bill Hornbuckle told attendees that $1 million was spent on a boat for guests -- details TBD.
Carbone opens this fall ahead of the Formula 1 Las Vegas Grand Prix.
Virtuoso data hits different
At a data presentation on Aug. 12, Virtuoso vice president of global public relations Misty Belles said that travel is "a bit of a mixed bag right now."
"We're hearing the news, we're reading the reports, we're even writing the stories about how travel is down, especially to the U.S., and it makes sense: Travel is susceptible to geopolitical situations, economic instability and to consumer confidence," she said. "But at the same time, our advisors are telling us that they are incredibly busy, almost busier than ever. ...Overall, what we have learned is that luxury travel just behaves differently."
Later, in reviewing data for Virtuoso's postpandemic recovery, executive vice president David Kolner put it this way: "We always tell the story of differentiation. Our numbers are never going to match what everybody else says in the general industry. We are not like the other girls; we are our own unique thing that we do here."
UPDATED: This report was updated, including the title of Will Guidara's book; it is "Unreasonable Hospitality," and to update Jennifer Campbell's title to senior vice president, global events.