MATTHEW D. UPCHURCH, CTC
CHIEF EXECUTIVE OFFICER
Visionary, futurist and entrepreneur, Matthew Upchurch has parlayed his vision of a global travel industry network into Virtuoso, a multi-billion-dollar, by-invitation-only enterprise of exceptional travel consultants and travel providers, all working together to mutually prosper while delivering the world’s most satisfying travel experiences. Matthew serves as Virtuoso’s chief executive officer, overseeing the marketing, sales, and operational systems that have made Virtuoso one of the most respected and successful companies in the luxury travel arena.
While the rest of the world was predicting the downfall of the travel agent with the onslaught of online booking engines, Matthew envisioned a back-to-the-future alternative that repositioned true travel specialists into their original role -- knowledgeable counsellors versus transaction processors. He saw the Internet as a resource to assist the personal touch. And he perceived the rising Baby Boomer generation as one that prefers to work with experts in the important facets of their lives, including their prized leisure travel....More>
As the President of Virtuoso, Kristi Jones oversees the upscale travel agency network’s national team of executive vice presidents, who in turn manage Virtuoso’s corporate offices in Fort Worth, Seattle and New York. Based in Seattle, Jones directs the company’s consumer marketing, technology, travel agency member and preferred supplier divisions.
Before assuming the role of president and directing all the company’s operations, Jones developed Virtuoso’s consumer publications, direct mail campaigns, web site and Internet marketing initiatives, advertising and public relations. She also directed the creation of Virtuoso’s international division, now encompassing South America, Australia and New Zealand.
After joining Virtuoso in 1988, the former publisher of Club Corp’s Private Clubs magazine created Virtuoso’s first flagship consumer publication, Voyage, the first consumer travel publication dedicated to the promotion of travel offers personalised with the identities of individual member travel agencies and consultants. Since then, Jones has added six titles to the company’s publishing roster – each directed to a specific client segment in Virtuoso’s database.
The re-branding of API Travel Consultants to Virtuoso in January 2000 happened under Jones’ guidance, including the development and launch of a national consumer ad campaign and public relations program intended to make the Virtuoso name synonymous with “the best in travel.” Jones orchestrated the creation of Virtuoso’s web marketing strategy and the enhancement of the company’s consumer website. Due largely to the efforts of the marketing services division that Jones assembled in Seattle, Virtuoso’s preferred travel suppliers continue to experience unprecedented double-digit sales growth annually within the Virtuoso network of agencies.
Jones has received Travel Agent Magazine’s “Most Powerful Women In Travel” appointment for four consecutive years, 1999-2002.