Virtuoso Names First Dedicated General Manager for U.S.

Virtuoso on Monday announced that Beth Butzlaff—who previously spent 14 years with the group and most recently served as senior vice president of partner relations at Ensemble—is returning as its first-ever dedicated general manager for the U.S.

Virtuoso is calling the appointment “a pivotal step” in its post-pandemic evolution. With this move, the group now has a fully established global leadership structure, including leadership in each region where it operates. The U.S. remains Virtuoso’s largest market.

“Beth’s appointment ensures that we are not only honoring the legacy of what has made Virtuoso exceptional, but that we are positioning ourselves to lead the future of luxury travel. We needed someone with a deep understanding of Virtuoso’s inner workings and an equally strong grasp of how the broader industry is evolving. Beth brings that rare combination, along with more than 25 years of experience spanning strategic planning, partner relations, operations, and market development,” said Virtuoso Chief Operating Officer Brad Bourland.

During her 14-year tenure at Virtuoso, Butzlaff, who is based in Seattle, served as vice president of cruise and later as vice president of global partner relations. She left the group in August 2023 to join Global Travel Collection as vice president of partner liaison, and later moved to Ensemble as senior vice president of global partner relations.

She will officially begin her new role on June 16 and will report to Virtuoso’s Senior Vice President of Global Operations, Michael Londregan.

The move is the latest in a series of leadership announcements from Virtuoso this May. Other recent appointments include Úna O’Leary as vice president of global partnerships, and Lori Sheller—a former sales executive at MSC Cruises and Swan Hellenic—as vice president of global cruise.