Former Virtuoso Executive Una O’Leary Joins HBX Group’s The Luxurist

Former Virtuoso vice president of global partnerships Una O’Leary is now leading sales for The Luxurist, HBX Group’s premium platform.

The Toronto-based O’Leary was with Virtuoso for nearly five years, spending most of that time as general manager for Canada. She now takes over as vice president of sales for The Luxurist with HBX Group, the parent company of Hotelbeds and Bedsonline.

“Looking forward to this new adventure helping to redefine excellence in luxury travel,” O’Leary said in an announcement on social media.

Before her time at Virtuoso, O’Leary had a deep background in the Canadian travel landscape and corporate sectors, including previous leadership positions at American Express, CIBC, and Carlson Wagonlit Travel before joining Virtuoso in 2021.

HBX Group launched The Luxurist in January 2025, aiming to capitalize on the growing luxury travel business, which McKinsey predicts will grow to $391 billion by 2028. The goal was to create “a seamless, white-glove travel planning experience” for its members, with technology backed by HBX Group. It calls itself “the world’s first comprehensive luxury travel ecosystem.”

The company is led by David Amsellem, the CEO of The Luxurist and the chief distribution officer for HBX Group.

The Luxurist officially integrating into the Bedsonline platform in June 2025 and has rapidly scaled since. As of early 2026, the ecosystem features “La Collection,” a portfolio of more than 7,000 triple-vetted luxury properties across 200 destinations. While initially focused on the U.S., Canada, and the U.K., the platform has recently expanded its reach into major international markets, including Mexico, Australia, South Africa, and the gulf countries.