Skift Power Rankings: Matthew Upchurch
Skift Take
As the CEO of Virtuoso, Upchurch was early in figuring out the value of fostering human connection in travel.
Power is not just about who holds the top job but who shapes the landscape, drives innovation, and sets the agenda for what comes next. With that in mind, we proudly present Skift’s Power Rankings — our list of the most powerful leaders in travel.
Matthew Upchurch was born into a world of travel. His father, one of the founders of the United States Tour Operators Association, was a pioneer in the luxury travel industry. He established the first timeshare in Acapulco and was a pioneer in retrofitting motor coaches with air-conditioning for safaris in India and Africa. “I feel incredibly blessed that I was born into th
