Virtuoso has added more than 100 new hotels and resorts to its preferred partner portfolio over the past year, growing its curated collection to over 1,800 properties worldwide. The expansion reflects a growing appetite for exclusive, high-end travel experiences, with the average daily rate (ADR) rising to USD $1,540 in 2024—up three per cent from the previous year.
Virtuoso’s global hotel and resort offerings include everything from expansive resorts and villas to intimate boutique properties. These range from onefinestay’s portfolio of over 5,000 residences to the 4,750-room Wynn Las Vegas, as well as more secluded options like Moto Nao Nao, a private island with just three villas in French Polynesia. Nearly half of Virtuoso’s hotel partners have fewer than 100 rooms, with over a quarter offering less than 50, ensuring options for all traveller styles—from ultra-private escapes to vibrant resort stays.
2025’s most anticipated new hotel openings
As part of its Preview Property program, Virtuoso will showcase some of the most highly anticipated hotel openings of the year. This initiative provides early access for Virtuoso advisors to support sales and marketing efforts. New additions for 2025 include:
- Aman Nai Lert Bangkok (Thailand)
- Waldorf Astoria Osaka (Japan)
- Rosewood Amsterdam (Netherlands)
- The St. Regis Aruba Resort (Aruba)
- Orient Express La Minerva (Italy)
- Jumeirah Marsa Al Arab (UAE)
- Faena New York (USA)
- Airelles Venezia (Italy, opening Jan 2026)
Demand rising for suites and villas
Virtuoso’s global insights show strong demand for spacious, private accommodations. Thirty-eight per cent of surveyed luxury travellers plan to book suites, while 27 per cent are likely to choose villas—particularly among travellers from Australia, the UAE, India, China and Mexico.
To meet this demand, Virtuoso launched its Villas Spotlight and Suites Spotlight campaigns, visually rich digital promotions showcasing the premium features of participating properties. Following the campaign’s pilot, featured villa partners reported a 13 per cent increase in new revenue and a 20 per cent rise in ADR. Web traffic to featured property pages rose by 22 per cent, and a direct marketing email achieved a 52 per cent open rate—well above industry benchmarks.
More exclusive value for travellers
Virtuoso continues to elevate its offering with enhanced guest amenities valued at over USD $550 per stay. New benefits include guaranteed upgrades, early check-in or late check-out, and stacked perks depending on the length of stay. More than 30 per cent of Virtuoso’s hotel partners have adopted these enhanced inclusions, which have been linked to a rise in ADR and bookings.
With 40 per cent of Virtuoso hotels independently operated and 25 per cent not affiliated with other consortia, the brand maintains a strong competitive edge by offering exclusive access and unmatched experiences for clients booking through Virtuoso advisors.
