Purpose, Progress and Place: Reimagining Luxury at the Virtuoso Impact Summit

“The Virtuoso Impact Summit reinforced a belief I’ve long held: truly transformative, sustainable travel doesn’t compromise the experience - it enhances it.”

Yvonne Verstandig

For too long, sustainable travel was seen as incompatible with luxury – a trade-off between indulgence and integrity, where carbon offsetting was little more than an afterthought. However, under the visionary leadership of Jessica Hall Upchurch, Virtuoso has led a quiet revolution. Since 2011, they’ve redefined what luxury truly means – proving that purposeful travel doesn’t diminish the experience, it deepens it. Today, sustainability and impact aren’t just compatible with high-end travel – they’re essential to it.

This June, that vision came to life at the inaugural Virtuoso Impact Summit, held at the breathtaking Château Fairmont Lake Louise in Banff National Park. Our founder and director, Yvonne Verstandig, was honoured to attend as one of Virtuoso’s most purpose-led members, joining global leaders committed to reshaping the future of travel with greater intention, collaboration and care. Across three immersive days, every conversation, shared meal and alpine hike, centred on Virtuoso’s three sustainability pillars: Celebrating Cultures, Supporting Local Economies and Protecting the Planet – values that align seamlessly with three of Y Travel’s Y Factors: Culture & Community, Generosity and Nature & Sustainability.

Given this natural synergy, Yvonne was invited to speak on the ‘Celebrating Cultures’ panel – a subject close to her heart. Representing Y Travel at this landmark event was both a privilege and a powerful reminder of why we do what we do: creating journeys that not only move our clients but uplift the people and places they encounter.

For Yvonne – and for all of us at Y Travel – the summit wasn’t just a professional milestone. It was a catalyst. It reaffirmed our belief that luxury travel should be as meaningful as it is beautiful, and gave our team renewed language and clarity to help our clients travel with deeper purpose and lasting impact.

Finding Your Travel ‘Y’

One of the most valuable insights from the Summit was understanding how to connect personal values with travel choices - something our team at Y Travel has always prioritised from the moment we begin planning each journey: "What is their travel 'Y'?"

Rather than treating sustainability as a separate consideration, the key lies in asking meaningful questions from the start: "What stories do you want to tell when you return?" or "How do you want to feel during this trip?"  These questions (and each traveller’s unique answers) unlock something magical - they help us understand what truly matters to you, enabling our Travel Advisors to use our expertise to facilitate uniquely tailored, unforgettable experiences.

If you're passionate about food, you might be drawn to experiences supporting local farmers – like joining a hotel chef at a local market to source ingredients for that evening’s dinner. Travelling with family? Conservation experiences can create unforgettable memories – or help children gain perspective by spending time with their peers in developing communities.

Impactful travel frequently means deeper cultural immersion and genuine connection with local people - these moments create the stories you'll treasure long after returning home.

Tangible Impact & Leading By Example

The Impact Summit highlighted how sustainable travel creates specific, visible change, emphasising the importance of celebrating progress over perfection. The message was clear: every step towards more sustainable travel matters, regardless of size.  When you learn that your hotel uses solar power and recycles 90% of its water, or that your stay helps fund coral restoration in Belize, you can see exactly how your choices create measurable positive impact.

Perhaps the most powerful message to the travel industry was about authenticity - genuine commitment rather than empty promises and 'greenwashing'. 

Virtuoso calculated that the Summit generated 64.6 metric tons of CO₂ emissions – then fully offset them through Planetair’s verified Canada Tree Portfolio project. This wasn't just about neutralising the event's environmental impact - it was leading by example to show how the industry can put purpose alongside profits, ensuring we all get to experience the joy, beauty and freedom of travel for generations to come.

An Invitation to Journey Differently

As Yvonne reflected on her time in the Canadian Rockies, the message was clear: true luxury isn’t just about what you take from a place – it’s about what you leave behind. Whether you’re driven by purpose or just beginning to explore more meaningful ways to travel, your choices have the power to shape the world.

Let us help you craft a journey that leaves a light footprint - and a lasting legacy.