Virtuoso’s new GM for Australia and New Zealand Kara Glamore sat down with Karryon just weeks into her new role to talk about how she plans on ensuring Virtuoso is the “Michelin star guarantee” in luxury travel, and why her initial focus will be firmly on New Zealand.
“New Zealand is a very important market to us; it’s more on the emerging side, and that’s where we’re going to be putting a lot of focus for the foreseeable future,” says US-born Kara Glamore.
Glamore, who also joins Karryon’s Luxury Advisory Board, says that will include considering whether they need to shake things up.
“New Zealand, from a customer landscape, values more of the adventure and meaningful trips. So we will be looking at whether we need to seek out different expedition partners. Do we need to seek out different adventure partners or hotels that offer that?
“I also feel cruise is a big opportunity there, and New Zealanders need to put it at the forefront because a lot of cruise companies don’t go there, and it’s such a growing category and an opportunity.”
She says it’s also vitally important to look at each market individually.
“It’s really important that we also make sure we are answering the needs of both markets, and not bucketing them in the same place, because the customers’ needs are very different.”
Glamore says she’s starting from a very strong position where Virtuoso has “unrivalled heritage” and is the trust leader.
“Virtuoso has been around globally for 40 years. I feel as though there’s something to be said for that. It lends itself to more expertise; it lends itself to more depth of partnership.
“And that’s something that I hear from our advisors and from our partners that they’re very grateful for because there’s a loyalty that is unmatched.”
Leading in uncertain times
Glamore has lived and worked in Australia for 20 years and has a strong marketing and leadership background that has undoubtedly served her well for this role.
She was head of strategy at Nestle, head of marketing at Stayz and head of marketing and brand strategy at Caltex; and started in a senior leadership role with Carnival Cruise Line in 2019, at a time when no one could forecast what was to come.
“I joined Carnival in September 2019 and come March 2020 – there you go! It was one of the hardest hit categories, arguably, and the last to open up here in Australia.
“So we were on pause for two and a half years before we started up again, and I needed to learn crisis management, change management, how to handle refunds, disgruntled customers, and with no bookings, it was like starting from scratch.
“It was a great experience to have, and to learn from… including that you always have to have that Plan B, and now with this Middle East crisis, it’s important to remember people will always want to travel. You just have to have the right solutions for them.”
She says her appointment is undoubtedly linked to her experience in both times of uncertainty and cruise.
“I obviously have a little inner passion for cruise, and I do think we’re going to see a lot more advisors that are cruise-specific, that are cruise experts. It’s a sector that’s obviously growing, and it’s something we are going to have to be more attuned to.
“It’s a category that deserves its own time, and it deserves its own focus because it’s becoming more dynamic and more diverse.”
Advice for advisors
“Travel advisors have to position themselves as peers,” says Glamore.
“One of the biggest decisions when we travel is from a friend, and you take their advice. So it’s about being an advisor and an expert, but the future of the role is developing the relationship.
“I think the more advisors can develop themselves on social media, the more they’ll attract customers, maintain customers, and start to be able to tell their story a little bit wider and broader.
“And tell it with imagery because a conversation or a negotiation is very different from seeing what you can experience.”
What success looks like
Glamore says expanding the partner and advisor network across both Australia and New Zealand is vitally important, saying “there’s always room for growth”.
She says Virtuoso’s annual Luxe Report is also a key piece of research that “builds trends”.
“There are some incredible trends and insights that come out of that, and we’re always at the forefront.
“I would love to make sure and continue to embed Virtuoso as the leading luxury travel trends and insights leader. And to me, that is really important because that cascades down and builds trends and ideas.”
Ultimately, she says success is when luxury travellers spot Virtuoso straight away and know what it means to their experience.
“I want that Virtuoso plaque or emblem to be in the window, so when people walk by, they see it as a Michelin star guarantee. That means they’ve got the best and we’re the most trusted. When it comes to travel, that would be my holy grail.”
For more information, visit Virtuoso.
