Almont Travel, one of the pioneering EMEA agencies to join Virtuoso, is at the forefront of luxury and experiential travel. With a network of over 20,000 travel advisors and partnerships with over 1,800 of the world’s finest hotels, cruise lines, and tour operators, Virtuoso is renowned for offering exclusive benefits and unique experiences to its members. So as Virtuoso Travel Week approaches, we sat down with Yuriy Horovyy, CEO of Almont Travel, to discuss the significance of this event, the current trends in luxury travel, and the growing interest in destinations like Saudi Arabia.
Yuriy Horovyy reflects on his nine-year journey attending Virtuoso Travel Week, emphasising its unique value in the travel industry. “The first time I attended was back in 2015,” Yuriy recalls. “Virtuoso Travel Week is unlike any other event because it’s all about connections and relationships. You meet everyone you need, from operational staff to CEOs and GMs. The event’s structure, with everyone staying in interconnected hotels like Bellagio, Aria and Vdara, creates an environment where you naturally meet people in corridors, bars, and restaurants. These encounters often lead to significant business relationships.”
He further explains the benefits, “It’s not just about networking; there are professional development opportunities too. You can attend seminars on topics like sustainability or AI before the official meetings start. The event includes a gala dinner with around 3,000 attendees, which is an excellent opportunity to build new relationships and strengthen existing ones.”
Sustainability in luxury travel
As a member of the Virtuoso Sustainability Community, headed by Jessica Upchurch, Yuriy is passionate about the role of sustainability in the luxury travel industry. “Virtuoso has been ahead of the curve, recognising the importance of sustainability early on,” he notes. “We have regular webinars, and annual luncheons in Las Vegas. Each property associated with Virtuoso must have a sustainability policy, which is accessible to agents and clients. This transparency allows travellers to make informed decisions, knowing they are supporting local economies and sustainable practices.”
Yuriy highlights the shift towards sustainable luxury, “The future of luxury travel is about giving back. Clients want to know their spending contributes positively to local communities and environments. It’s no longer just an option; it’s a necessity for properties to meet these sustainability standards.”
Current trends
Discussing current trends, Yuriy describes a diverse landscape in luxury travel. “We see a mix of lifestyle travellers heading to places like the south of France, families exploring destinations like Scotland, and private castle hires. Exotic destinations like the Maldives and Seychelles are popular, particularly outside the peak summer heat. Europe, despite the heatwaves, remains a top destination.”
He adds, “Corporate travel is quieter during summer, but we see a rise in incentive travel and experiential travel, such as trips to Iceland, Norway, and Africa. These trips often combine business and pleasure, providing unique experiences like safaris in Kenya and South Africa. It’s about creating unforgettable moments that blend luxury with authentic cultural experiences.”
The emerging appeal of Saudi Arabia
On the subject of Saudi Arabia, Yuriy notes a growing interest in this destination, having travelled there himself in 2022 WTTC summit in Riyadh, also visiting Jeddah. “Saudi Arabia is gaining attention, especially with destinations like AlUla and The Red Sea Project. People are curious about these developments, but it’s not yet a mainstream destination like Dubai. Most visitors combine a trip to Saudi Arabia with another destination, often stopping over in places like AlUla.”
He acknowledges the challenges and potential, “There’s definitely interest, but it’s still developing as a standalone destination. The level of hospitality and emotional intelligence of the people there is impressive. As the country continues to invest in multi-billion-dollar projects, I expect we’ll see a significant increase in tourism. However, maintaining the level of service and cultural authenticity will be crucial as they expand.”
Almont Travel’s niche in luxury travel
Concluding our talk, Yuriy highlights Almont Travel’s unique position in the market. “We operate in a special niche, working closely with ultra-high-end clients and family offices. Our goal is to provide a personalised service, understanding our clients’ needs and exceeding their expectations. Events like Virtuoso Travel Week are crucial for us to maintain these personal connections with top suppliers and ensure we offer the best experiences.”
Almont Travel’s recent innovations include the development of an application for the company’s many associates, providing a seamless experience with updates, promotions, and essential travel documents. “We have created a unique application for both iPhone and Android, available exclusively to our members and their clients. The app features all our partnerships, allowing users to access exclusive promotional offers. Our goal is to provide exceptional service and make luxury travel as smooth and enjoyable as possible,” Yuriy concludes.
With its steadfast commitment to sustainability, unique luxury experiences, and exploring new destinations, Almont Travel, led by Yuriy Horovyy, remains at the forefront of the luxury travel industry. As Virtuoso Travel Week draws near, the company is set to even further enhance its offerings, providing “out of the box” (extraordinary) travel experiences for its clients.
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Read also: Virtuoso Travel Week 2024: elevating luxury travel
