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 deepening alignment with partners to unlock more value for our members and their clients.”

Travelweek: Luxury travel is on a seemingly unstoppable trajectory. What are some stats from the Canadian market in particular that underline just how strong the luxury market is?

Hardie: “The Canadian luxury travel market is not only resilient — it’s structurally strong and growing.

“From a macro perspective, Canada’s luxury travel market is projected to grow significantly by the end of the decade, with luxury experiences expanding at nearly twice the rate of luxury goods. That distinction is critical. It confirms what our members see daily: travellers are prioritizing experiences, meaning and memory‑making over material acquisition.

“Within the Virtuoso network, that momentum is very real. In Canada, preferred partner sales continued to grow year over year in 2025 (9% YoY growth), with especially strong performance among top‑producing advisors (20% YoY growth). We’re also seeing travellers planning further ahead and spending more on complex, high‑value itineraries, including a notable increase in bookings exceeding $50,000 for travel one to two years out (50% YoY growth in this category).

“What’s especially telling is that even in an uncertain global environment, luxury travel behaves differently from the mass market. High‑income Canadian travellers remain confident and committed to travel – particularly when they see clear value, personalization and trusted guidance.”

Travelweek: There’s a lot of talk lately about ultra-high net worth travellers. The definition is someone with assets topping $30 million. I’m guessing a lot of people think there aren’t many Canadians who fall into that category. Is that the case – and how do these people travel?

Hardie: “There are more ultra-high-net-worth Canadians than many people assume, and it’s a segment that’s growing quickly.

“Canada now has around 28,000 individuals with more than $30 million in assets. That group grew by about 2% in 2025, following a sizeable 15% increase the year before, which shows just how quickly wealth creation is accelerating in Canada.

“But what’s most interesting isn’t just how many there are – it’s how they travel. Ultra-high-net-worth Canadians aren’t looking for excess for excess’s sake. They’re very intentional. Time is their most valuable, non-renewable resource, and travel needs to respect that.

“We see strong demand for privacy, control and personalization — whether that’s private aviation, exclusive-use accommodations, or highly curated experiences built around very specific interests. These travellers expect seamless execution, discretion and access — often behind the scenes or off the beaten path.

“They also rely heavily on trusted advisors. As travel becomes more complex, expert guidance becomes even more valuable. Advisors bring clarity, confidence and creativity — and that’s ultimately what this segment is investing in.”

Travelweek: Are there any luxury travel trends or inclinations that pop up more often with high-end Canadian travellers than in other Virtuoso markets globally? 

Hardie: “Yes – and it’s a distinction we’ve spent a lot of time exploring.

“Canadian luxury travellers tend to define luxury less by display and more by intention. There’s a strong cultural emphasis on authenticity, nature and meaningful connection, and a consistent preference for experiences that feel genuine rather than transactional.

“We also see Canadians over‑indexing on nature‑based and adventure‑oriented travel, often combined with cultural immersion. Multigenerational and family travel is particularly strong, reflecting a desire to create shared memories and deepen relationships.

“Another important difference is mindset. Canadian travellers are thoughtful and well‑informed. They’re willing to spend, but they want to understand how that investment enhances not only their experience, but that of local economies and cultures. That’s why personalization, sustainability and advisor expertise resonate so strongly in this market.”

Travelweek: What are three of the biggest in-demand experiences in luxury travel right now?

Hardie: “First, multigenerational and ‘together’ travel. Families are prioritizing time together, often across multiple generations, and seeking trips that balance comfort, discovery and meaningful shared moments. Right now there are three and even four generations that are able to travel together and Canadians are taking advantage of that unique opportunity.

“Second, ocean cruising continues to be popular for Canadians, and it’s an industry that is evolving rapidly. Demand is growing for remote, less frequented destinations accessed by smaller ships, ultra‑luxury yacht collections that prioritize intimacy and flexibility, and expedition voyages that combine adventure, education and responsible exploration. Together, these formats are redefining what ocean cruising can be.

“Third, we’re also seeing strong momentum behind what many are calling ‘cool-cations’ – travel to colder, more remote regions that offer a powerful sense of perspective and awe. According to Virtuoso’s latest insights, Iceland ranks as the number one emerging destination for Canadian luxury travellers, with Antarctica close behind at number three.”

Travelweek: How many Canadian travel agencies / advisors are part of the Virtuoso network – and is Virtuoso in a growth phase in the Canadian market, or satisfied with its current Canadian membership?

Hardie: “Virtuoso has a strong and well‑established presence in Canada, with 25 member agencies from coast-to-coast, representing over 1,300 advisors.

“Rather than growth for growth’s sake, our focus is on intentional, high‑quality growth for our agencies – supporting those that are aligned with the Virtuoso ethos and ensuring advisors have the tools, training and partner connections needed to succeed in a rapidly evolving luxury landscape.”

Watch for more Virtuoso data next week in Travelweek Daily, following the luxury and experiential travel network’s travel advisor panel discussion in Toronto, hosted by Hardie.

Lead image caption: Karen Hardie, General Manager, Canada, Virtuoso