New Zealand has become the primary focus for Virtuoso’s new regional general manager, who aims to turn the luxury travel network into a “Michelin star guarantee” for travelers. Kara Glamore, the US-born executive taking the helm for Australia and New Zealand, emphasized the emerging nature of the Kiwi market in her first major interview. She stated that the region offers a unique setting of adventure and meaningful experiences that requires a tailored approach rather than a blanket strategy.
Glamore plans to shake up the current itinerary offerings to better suit local preferences. New Zealanders value adventure more than traditional luxury, which might mean seeking out different expedition partners or hotels that cater to that specific vibe. Additionally, she sees a massive opportunity in the cruise sector. Because few cruise companies currently service the region, Glamore believes New Zealanders are missing out on a rapidly growing category that deserves its own spotlight.
The executive stressed the importance of treating the two markets separately. She argued that Australian and New Zealand customers have very different needs and should not be bucketed together. This individualized focus is vital for maintaining the high standards Virtuoso is known for. With a strong background in crisis management from her time with Carnival Cruise Line, Glamore is well-prepared to handle the uncertainties that often plague the travel industry.
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What this shift means for the average traveler is a more specialized experience. Advisors will likely move away from general luxury recommendations toward niche, expert-led journeys that align with the specific desires of the New Zealand consumer. This approach reduces the “cookie-cutter” feel of some luxury packages and ensures that the itinerary actually matches the adventurous spirit of the destination. It forces a re-evaluation of what “luxury” looks like in an outdoor, rugged environment like New Zealand, prioritizing depth over breadth.
Building Trust Through Heritage
Glamore enters the role with a deep understanding of the Australian travel setting after living and working in the country for 20 years. Her resume includes senior strategy roles at Nestle and Caltex, as well as marketing leadership at Stayz. However, her time with Carnival Cruise Line in 2019 provided a crash course in crisis management. She handled the two-year shutdown of the cruise industry, learning how to handle refunds and disgruntled customers with little to no bookings.
She believes this experience is directly relevant to the current geopolitical climate. “Now with this Middle East crisis, it’s important to remember people will always want to travel,” Glamore said. “You just have to have the right solutions for them.” Her appointment is seen as a strategic move to leverage her expertise in both crisis recovery and cruise expansion. She expects to see more cruise-specific advisors emerge as the sector becomes more dynamic and diverse.
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Trust remains the core of Virtuoso’s business model, and Glamore intends to double down on that. She views the network’s 40-year history as an asset that provides unmatched loyalty and expertise to both partners and advisors. To build on this, she plans to leverage the annual Luxe Report to keep the brand at the forefront of industry trends. The ultimate goal is simple: to make the Virtuoso emblem instantly recognizable to luxury travelers as a stamp of quality.
Glamore wants that Virtuoso plaque or emblem to be in the window, so when people walk by they see it as a Michelin star guarantee. This means they have the best and we are the most trusted. When it comes to travel, that would be her holy grail.
