Virtuoso has announced Beth Butzlaff as its first dedicated general manager for the United States region. This appointment marks a pivotal step in Virtuoso’s post-pandemic reorganization.
The addition of a U.S. general manager, according to the luxury travel agency network, enables the organization to "define unified global standards that each region can strategically adapt to address local market demands with enhanced relevance and agility." This new structure enables Virtuoso to remain regionally responsive while remaining consistent on a global scale.
“The U.S. is our largest and most complex market, and having the right leadership in place here is absolutely vital,” said Virtuoso COO Brad Bourland. “Beth’s appointment ensures that we are not only honoring the legacy of what has made Virtuoso exceptional, but that we are positioning ourselves to lead the future of luxury travel. We needed someone with a deep understanding of Virtuoso’s inner workings and an equally strong grasp of how the broader industry is evolving. Beth brings that rare combination, along with more than 25 years of experience spanning strategic planning, partner relations, operations and market development.”
Butzlaff previously spent 14 years at Virtuoso, rising through the ranks to serve as vice president, cruise and ultimately vice president, global partner relations. Most recently, she held senior leadership roles at Ensemble as senior vice president, partner relations, and at Global Travel Collection as vice president, partner liaison. Her proven track record of aligning vision with execution, growing market share and forging transformative partnerships makes her uniquely positioned to guide Virtuoso’s U.S. region into its next chapter.
“Beth’s return to Virtuoso at this transformational moment is incredibly meaningful,” said Michael Londregan, senior vice president, global operations, Virtuoso. “She brings the insight, credibility and strategic mindset required to lead the U.S. region through this next evolution, while reinforcing Virtuoso’s market leadership and global momentum.”
Butzlaff, who rejoins Virtuoso on June 16, will report to Londregan and be based in the company’s Seattle office.
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