Shared roots
Allied Travel and Percival Tours joined to form API Travel Consultants. From this grew the international network now known as Virtuoso.
Virtuoso Member Switzerland
Virtuoso travel with personal advice.
What Virtuoso is, which benefits the network can unlock, and why the right selection is what turns a good hotel into a journey that truly fits.
In brief
What is Virtuoso?
Virtuoso is an international, invitation-only network for luxury travel. It connects selected travel agencies and advisors with leading luxury hotels, resorts, cruise lines, tour operators and destination specialists.
For travellers, Virtuoso is neither an anonymous booking portal nor a discount programme. Its value lies in the combination of personal advice, carefully matched partners, preferred recognition and benefits that are often not included in an ordinary online booking.
Deluxetargets has been a founding member of Virtuoso Europe since 2014. We use these relationships not as a label, but as a working tool: for better room and suite selection, the right rate, special occasions, seamless arrangements and a journey that works as a whole.
Travel advisors22'000+
Countries50+
Preferred partners2'000+
Annual salesUSD 35 bn
Commitment within the network
Europe's voice on the Hotels & Resorts Committee.
Deluxetargets has represented Europe on the Virtuoso Hotels & Resorts Committee for five years. In this role, Deluxetargets brings the perspective of discerning travellers and European travel advisors into direct dialogue with leading hotels and resorts.
This long-standing involvement creates a particularly deep understanding of hotel quality, service, guest needs and the benefits that make a stay genuinely valuable.
History and development
From a travel agency alliance to a global luxury travel network.
Virtuoso did not begin as a hotel programme, but through the collaboration of specialised travel companies. The network developed with a clear goal: to turn the traditional intermediary into a trusted travel advisor with relationships around the world.
Advice rather than intermediation
Virtuoso sharpened the role of the Travel Advisor: not merely booking, but taking responsibility for selection, access, arrangements and support throughout a journey.
Virtuoso Europe
Deluxetargets has been a founding member of Virtuoso Europe since 2014, making it one of the network's early European member agencies.
Global reach
The invitation-only network connects more than 22,000 travel advisors in over 50 countries with more than 2,000 preferred travel partners.
Two ways to experience Virtuoso
Hotels or Cruises.
Virtuoso creates value in two central areas. Choose the starting point that suits your journey and explore the respective benefits in detail.
Preferred Hotels & Resorts
Virtuoso Hotels
Selected luxury hotels, preferred benefits and personal advice for choosing the right room, suite or villa.
Discover Virtuoso Hotels
Selected sailings & added value
Virtuoso Cruises
The right cruise line, the right ship and special benefits on selected sailings, personally assessed.
Discover Virtuoso Cruises
Virtuoso Benefits
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Which benefits may be available?
Breakfast
At many participating Virtuoso hotels, daily breakfast for two is included in the preferred rate.
Hotel credit
Depending on the hotel, a credit for the spa, restaurant or other hotel services may be included.
Upgrade
A room or suite upgrade may be granted on arrival, subject to availability. We clarify what is realistic.
Check-in & Check-out
Earlier arrival or later departure can make the travel day significantly more relaxed, provided the hotel can confirm the times.
Personal recognition
The occasion, preferences and important details are coordinated with the hotel before arrival.
Preferred attention
Direct contacts and established relationships help whenever something needs to be clarified before or during the journey.
More than hotel benefits
The best rate does not automatically create the best journey.
A hotel may offer several room categories, rate conditions and benefit packages at the same time. A seemingly lower price loses value when breakfast, flexibility, transfer logic or the right location within the hotel are missing. Conversely, a preferred rate only makes sense when it fits the travel plan.
That is why we compare more than prices. We consider views, privacy, distances within the resort, renovation status, season, daily rhythm and occasion. On a tailor-made tour, we also check whether the hotel fits the route or creates unnecessary travelling time.
Virtuoso broadens the possibilities. The curatorial decision remains decisive: which hotel suits this journey, this guest and this particular moment?
Discover tailor-made luxury tours · Explore exceptional experiences
Virtuoso Hotels
Which hotels belong to Virtuoso?
The network includes independent luxury hotels as well as properties from international brands. What matters is always the individual participating hotel and the Virtuoso rate available to book.
City hotels
From iconic grand hotels to discreet design addresses with highly personal service.
Resorts & islands
Private villas, beach resorts and hideaways where location and villa category shape the stay.
Safari & nature
Lodges and camps where guides, concession, wildlife density and season matter more than a famous name.
Cruises
Preferred partnerships can also be relevant on selected ocean, expedition and river cruises.
Private journeys
Destination specialists, local partners and special access turn a hotel booking into a thoughtfully designed journey.
Book Virtuoso Hotels online
Book Virtuoso Hotels with PrivateUpgrades
Choose a hotel. See the benefits directly.
With PrivateUpgrades, you can search and book participating luxury hotels online. Each rate clearly shows which VIP benefits are included and which remain subject to availability.
Personal selection
Request Virtuoso travel advice
When not only the hotel, but the entire journey needs to be right.
For suites, villas, multi-stop journeys or special occasions, Deluxetargets also assesses location, season, transfers, itinerary and personal coordination with the hotel.
Virtuoso Cruises
Added value on board begins with the right sailing.
Virtuoso Cruises combines selected cruises with personal advice and special benefits. Depending on the cruise line, ship, sailing, suite and booked rate, the following benefits may be included:
Personal welcome on board
A special beginning that welcomes Virtuoso guests and makes connecting on board easier.
Curated shore excursions
Selected experiences for Virtuoso guests with special access or a smaller number of participants.
Private vehicles and tours
Individually designed programmes ashore with a private vehicle, guide and a rhythm that suits the journey.
Personal support
A dedicated contact accompanies selected journeys and assists with questions during the cruise.
Attractive onboard credits
Depending on the sailing, a credit may be provided for selected services and experiences on board.
Special restaurant invitations
On selected journeys, invitations to speciality restaurants are part of the Virtuoso programme.
The decisive advantage of a Virtuoso cruise advisor begins before booking: cruise line, ship, suite, deck, route and season need to fit together. An advisor checks the specifically confirmed benefits, registers the booking correctly and, if desired, connects flights, hotels, private transfers and pre- or post-cruise arrangements.
This personal assessment creates tangible value, especially for expedition cruises, suites, world cruises and highly sought-after sailings.
Book a cruise with Virtuoso benefits
Find a Virtuoso Advisor
Which Virtuoso travel advisor is right for me?
Virtuoso is the network. The quality of your journey is still shaped by the individual advisor. Anyone looking for a Virtuoso Advisor in Switzerland, Germany or Europe should consider more than the logo.
| Question to ask | Why it matters | Deluxetargets |
|---|---|---|
| Which journeys does the advisor plan regularly? | Destinations, hotels, cruises and styles of travel require different experience. | Luxury hotels, private tailor-made tours, luxury cruises and rare travel experiences. |
| Who remains my point of contact? | On complex journeys, responsibility should not be lost between different booking points. | Personal support before, during and after the journey. |
| How are benefits verified? | Virtuoso benefits vary by partner, rate and sailing. | Transparent review of rate, benefits, availability and overall value. |
| How deep are the relationships? | Direct dialogue helps with room selection, special occasions, prioritisation and problem solving. | Founding member of Virtuoso Europe since 2014 and Europe's representative on the Hotels & Resorts Committee for five years. |
| Are there planning fees? | Extensive advisory work may be charged independently of the booking. | The scope is agreed clearly and personally before planning begins. |
Deluxetargets planning
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How access becomes the right journey.
Understand
We clarify the occasion, pace, expectations, previous experiences and desired framework.
Select
We compare hotels, rooms, rates, benefits, location and logistics instead of merely listing familiar names.
Coordinate
Important preferences and special occasions are coordinated with partners before arrival.
Support
A personal contact remains available even after the journey has begun.
Frequently asked questions
Virtuoso travel, clearly explained.
What exactly is Virtuoso?
Virtuoso is an international luxury travel network. Member agencies and advisors work with preferred hotels, resorts, cruise lines, tour operators and local specialists. Membership is not automatic, but forms part of a selected partner network.
Is Virtuoso a hotel chain?
No. Virtuoso does not own hotels and is not a hotel brand. The network connects independent properties, international brands and other travel partners with member advisors.
Which Virtuoso hotel benefits may be available?
Depending on the participating hotel and booked rate, breakfast, hotel credit, an upgrade, early check-in, late check-out and special recognition may be included. The exact benefits are verified before booking.
How are Virtuoso benefits confirmed?
Deluxetargets selects the appropriate Virtuoso rate and clearly states the included benefits before booking.
Where can I book Virtuoso Hotels online?
With PrivateUpgrades, you can search and book participating luxury hotels online. The benefits included in each rate are displayed. For complex journeys, suites or villas, Deluxetargets can combine the booking with personal selection and travel planning.
How do I receive Virtuoso benefits?
The booking must be made as an eligible Virtuoso rate through a member agency or Virtuoso Advisor. A booking already made directly with the hotel or through another online portal generally cannot have Virtuoso benefits added retrospectively.
How do I find a Virtuoso Advisor?
Virtuoso Advisors can be searched by region and expertise. More important than membership alone are experience with your type of journey, direct partner relationships, transparent fees, a dedicated contact and support during the trip. Deluxetargets is a Virtuoso member in Switzerland and a founding member of Virtuoso Europe since 2014.
Which benefits are available with Virtuoso Cruises?
Selected Virtuoso Cruises may offer a personal welcome on board, curated shore excursions, private vehicles or individually designed tours, personal support, onboard credit and invitations to speciality restaurants. The exact benefit varies by cruise line, sailing, suite and rate. Booking and advice are available through DeluxeAtSea.
Does a Virtuoso booking cost more?
There is no universal answer. We compare the available conditions and consider overall value. Breakfast, credit, flexibility or a better-suited room can make the difference. The specific travel dates and conditions are decisive.
What distinguishes Deluxetargets from a booking portal?
A portal shows availability. Deluxetargets advises on the right destination, hotel, room or suite location, season and the flow of the entire journey. This is complemented by direct coordination, discreet concierge arrangements and a personal point of contact.
Is Deluxetargets a Virtuoso member?
Yes. Deluxetargets has been a founding member of Virtuoso Europe since 2014 and has worked as a private travel agency in Switzerland for discerning luxury travel since 2001.
When is planning through a Virtuoso member especially worthwhile?
Especially for important occasions, complex tailor-made tours, several hotels, high-end suites and villas, sought-after seasonal windows or journeys with special access. The more details that need to work together, the more valuable central, personal planning becomes.
Private travel advice
Which journey may we plan for you?
Tell us what you would like to experience. We personally assess suitable Virtuoso hotels, rates, benefits and the complete travel plan.