On the wish list for ultra-wealthy travellers: “Privacy, control and personalization”
On the wish list for ultra-wealthy travellers: “Privacy, control and personalization”
Publish Date: 2026-04-02 12:13:00
Source Domain: www.travelweek.ca
TORONTO — The biggest travel decisions aren’t financial. They’re emotional. And no one knows that better than Karen Hardie.
As Virtuoso’s General Manager, Canada, for just about a year now, Hardie is an expert on what gets high-net worth Canadians going places, and laying down thousands and thousands of dollars to do so.
The boom times for luxury travel have been going since the end of the pandemic and show no signs of stopping. With Virtuoso’s deep-data at her fingertips, Hardie is well-versed in the ‘where, how and why’ of this much-coveted and rapidly expanding travel category.
Virtuoso’s global annual sales are now in excess of Cdn$45 billion. Travelweek connected with Hardie for a quick Q&A.
Travelweek: No doubt you’ve hit the ground running since you were named Virtuoso’s GM, Canada in June 2025. Can you share some of your biggest priorities since you stepped into this new position?
Hardie: “My focus has centred on three connected priorities. First, clearly defining what luxury means in a Canadian context. There is a strong shift from status to story – Canadians value meaning, humility, nature and connection, and often reject excess that feels performative. We value experiences over things, and that shows up in how we travel. Establishing that shared understanding has been foundational to everything we do.
“Second, deepening engagement with our member agencies and supporting advisor success. That includes more tailored professional development, smarter tools, and stronger connections across the network. Advisors are the gateway to luxury in Canada, and enabling them — through training, data and collaboration — directly translates into better outcomes for travellers.
“Third, ensuring the Canadian voice is heard globally. Virtuoso operates within a highly collaborative matrix, and Canada brings a unique perspective. My priority has been to ensure our market insights help shape broader global strategy, while also…
