The recent ULTRA Summit, organized by Questex, concluded with a resounding affirmation of the luxury travel segment’s resilience and promising future. Held May 8-10, 2024, at the PGA National Resort in Palm Beach Gardens, Florida, the invitation-only event served as a premier platform for collaboration and knowledge exchange among pre-qualified luxury travel agency leaders and top global travel suppliers.
Setting the tone for the summit, Ruthanne Terrero, VP/Editorial Director of Questex Travel Group, presented “A Look Inside Your Business.” This data-driven analysis, compiled from pre-event surveys of ULTRA Summit attendees and a sample of high-performing luxury advisors, revealed a strong optimistic sentiment for the industry.
While established European destinations remain in high demand, a growing interest in exotic locations, river cruises, and expedition cruises was evident. Terrero emphasized the evolving preferences of luxury travelers, stating, “There is a clear desire for meticulously curated, personalized vacations.” The summit facilitated knowledge sharing among advisors, equipping them to cater effectively to this discerning clientele.
Building on this theme, keynote speaker Mike Vasquez, CEO of The Olinger Group, delivered a presentation titled “What to Know and How to Win with Luxury Travelers in 2024.” This data-centric approach provided attendees with actionable strategies for success in the current luxury travel landscape.
Further enriching the experience, a fireside chat featuring Enrique Vela, Principal and Director of Strategy at Venus Williams’ hospitality design firm, VStarr, captivated the audience. Vela offered valuable insights into emerging trends shaping hotel and spa design for the future.
Additionally, advisor peer panels like “Hidden Gems & Insider Secrets” and “New Strategies for 2024” fostered a collaborative environment for knowledge exchange and best practice sharing.
Beyond fostering business connections, the ULTRA Summit provided a well-rounded experience. Sponsors like ALG Vacations, Explora Journeys, Viking, and Visit Anchorage showcased their offerings, while evening receptions and social events offered opportunities for networking and relationship building. Advisors also enjoyed exclusive experiences like pro tips on the famed PGA National green and a “Sip & Shop” event featuring cocktails and a spa treatment tour, courtesy of the host property.
The 2024 ULTRA Summit successfully fostered a positive outlook on the future of luxury travel. Details regarding the 2025 event will be released in mid-June. Suppliers interested in participating can contact the Questex Travel Group Sales team, and advisors interested in applying to be hosted can reach out to Andrea Hutchinson, Industry Relations Director at [email protected]
