Thatcher Brown joins Virtuoso as SVP global products

Veteran senior cruise executive Thatcher Brown joined Virtuoso as SVP global products, encompassing consumer, digital, design and network products under one unified team.

This will help Virtuoso capitalize on synergies and efficiencies across its offerings, enabling further development of products that can serve its diverse and rapidly growing network and foster consistency across all nine of its geographic regions.

Expertise in working with luxury consumers

The newly created role enables Brown to contribute his expertise in ultra-high-net-worth individuals, the market Virtuoso serves, bringing his understanding of the nuances of luxury consumers and his passion for hospitality, spanning cruise, hotels, resorts and private air travel.

Most recently with Four Seasons Yachts

Brown most recently served as chief commercial officer and head of joint operations for Marc-Henry Cruise Holdings, joint owner and operator of Four Seasons Yachts. There he led the go-to-market planning and implementation of global sales, marketing, revenue and deployment strategies and acted as the lead operational liaison with Four Seasons counterparts.

Before that, Brown was chief commercial officer on the executive start-up team for Explora Journeys. He also led Genting Hong Kong's Dream Cruises as the brand's first president, ushering in three ships within three years. At the same time, he served as managing director, Crystal Asia, energizing its sales and distribution throughout the region and responsible for the charter air business.

A prior role was VP onboard revenue & product development at Costa Cruises in Genoa. Earlier, at Jumeirah Group and Fairmont Hotels & Resorts, Brown worked in brand strategy & management and sales and marketing.

Strategic realignment

Brown joined Virtuoso as part of a strategic realignment designed to position the luxury consortium for growth and enhance its capacity for product innovation.

With senior executive Travis McElfresh announcing his departure last month, Virtuoso reviewed its organizational structure with the goal of optimizing operations and accelerating the delivery of products, services and events for member agencies, advisors, preferred partners and travelers.

Jennifer Campbell to focus on events

As part of this realignment, Virtuoso veteran Jennifer Campbell will now focus entirely on the organization’s growing roster of events, having been named SVP global events. More than 50 events worldwide are planned for 2025. Campbell will continue to build her team in each region, ensuring relevance and consistency across all regional and global events, while also delivering value to attendees.

Virtuoso COO Brad Bourland said Campbell’s 'deep understanding of our brand, her strategic vision and her unwavering commitment to excellence have been instrumental in making Virtuoso events the industry benchmark,' adding that she and her team will work to provide the 'genuine interactions that define Virtuoso events.'

Bourland also acknowledged McElfresh for being instrumental in establishing the product discipline within Virtuoso and said he 'leaves a legacy for us to build upon as he departs to focus on family.'

And Bourland welcomed Brown to 'build the future, tapping into his extensive experience in driving luxury product development and strategy, keeping our stakeholders and their customers in the center of all decisions.'