For more than four decades, Matthew Upchurch has been a driving force behind how high-end travel is sold, experienced, and understood. As CEO of Virtuoso , one of the world's leading luxury travel networks, he's championed human connection in an increasingly digital world and advocated for the enduring value of trusted advisors and transformative, purpose-driven travel.
In this ILTM episode, recorded live in Cannes, Afar cofounder Joe Diaz sits down with Matthew to discuss how the luxury sector is evolving, what personalization really means today, and where he sees the next opportunities for meaningful travel experiences.
The conversation explores how AI is reshaping the advisor role, why debriefing clients is the most underrated skill in the business, and how intergenerational collaboration is breathing new life into travel advising.
What You'll Learn
• Matthew's philosophy of "automate the predictable so you can humanize the exceptional" and how AI amplifies rather than replaces advisors
• The critical difference between service (what you do) and hospitality (how you make someone feel doing it)
• Why the quality of the post-trip debrief is the number one factor that separates transactional agents from trusted advisors
• The concept of "unique ability teams" and why pairing right-brain
relationship builders with left-brain logistics experts creates exponential
value
• How the travel advisor profession has evolved from GDS "human ATMs" to unchained creative professionals
• The "FOMO to Slowmo" trend and other shifts in how luxury travelers
approach their journeys
Key Moments
• [02:00] Matthew introduces his most quoted line: "Automate the predictable so that you can humanize the exceptional"
• [03:30] Will Guidara's definition of hospitality: "Service is that thing you
do. Hospitality is how you make somebody feel doing that thing you do"
• [05:00] The framework: what do you do before, during, and after travel—and why the debrief matters most
• [08:00] Anne Scully's game-changing question: "If you could change one thing about that trip, what would it be?"
• [09:30] The evolution of travel advisors from the 1950s Pan Am era through GDS to the iPhone-enabled present
• [12:00] The unique ability concept: what drains you vs. what recharges you, and building teams around this distinction
• [14:00] Chip Conley's wisdom: "I'll lend you some of my EQ for some of your DQ"—the power of intergenerational collaboration
• [18:00] The creative tension of sophisticated travelers: returning to beloved places vs. exploring the new
• [20:00] Why advisors should help clients think strategically about their "most valuable non-renewable asset"—free leisure time
Resources
• Learn more about Virtuoso and their global network of travel advisors
• Read Patrick Lencioni's The Advantage and Five Dysfunctions of a Team,
referenced by Matthew
• Explore Chip Conley's book Wisdom at Work: The Making of a Modern Elder
• Learn about ILTM Cannes where this conversation was recorded
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This ILTM special series was recorded live in Cannes, France. View From Afar is a production of Afar. The podcast is produced by Aislyn Greene and Nikki Galteland.
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