Jennifer Campbell is senior vice president, global events at Virtuoso “Off the Cuff” is a Q&A series from Luxury Daily exploring the career paths, current projects and next steps of those shaping the world’s best luxury brands.
The interviews feature a Proust-style twist, allowing readers to get to know industry leaders on a personal level. This edition features Jennifer Campbell, senior vice president, global events for luxury travel advisory network Virtuoso.
In this Q&A, Ms. Campbell discusses holding on to the humanity in business, knowing how to read a room and letting go of structure for the open road – or an open schedule.
Here is the dialogue:
What was your first job ever? What did it teach you?
My first job was bagging groceries at Kroger supermarket. Back then, there were rules and a science to bagging – the ideal opportunity for me to excel.
I mastered that role but watched as the cashiers got all the glory and didn’t have to spend time in the parking lot bringing in carts. I set my sights on that role. Once a cashier, I realized there were good cashiers and there were GOOD cashiers. Who knew that they were evaluated based on the speed and accuracy of each order? That became my challenge. I had to be the best and didn’t stop until I was.
That job taught me that there’s always a difference between doing a job and truly mastering it. What started out as my inherent competitive nature morphed into striving for excellence throughout my career as I began to channel it.
I learned to observe what success looks like, understand the metrics behind it and push myself to exceed expectations – not because I had to, but because I wanted to. That mindset still shapes how I approach my work today.
Which skills have been critical to your success? Did you gain these skills within or outside of the workplace?
Humanity in leadership is what resonates with me and inspires my leadership style. I believe the most powerful leadership is deeply human.
It requires us to show up not with just a plan, but with presence. To stay open, even when it may be uncomfortable. To listen authentically, even when we don’t like what we’re hearing.
What is the best piece of advice you’ve ever received?
Early in my career, I landed a role on the governor of Georgia’s intergovernmental relations team. I was young, hungry and still in my twenties. I was handed a backstage pass to the inner workings of government and I recognized this as a rare opportunity for someone with my level of experience.
My boss, Ed, had been the policy director for Senator Sam Nunn, and he carried that blend of brilliance and ease that only comes from decades spent navigating complicated rooms. He was wicked-smart, endlessly patient and the kind of leader who never felt the need to broadcast how much he knew. I learned more in six months with him, especially the power of observation, then I could have learned in any management program.
Suddenly, I was sitting in meetings with top elected officials. These are the type of people whose names appeared in the newspaper long before I ever had a business card. I remember walking into those rooms with my notebook open and my imposter syndrome cranked up. I wanted to prove myself, to catch up and to not look as green as I felt.
But Ed pulled me aside one day and said something that landed: “Your job right now is to listen. Really listen. Don’t rush to talk. Watch how people interact. Pay attention to who they defer to. Learn the rhythm of the room.” And so I did.
I learned how to read a pause, how to notice when someone shifted in their chair, how tone carried as much weight as content, how decisions were rarely made in the loudest moment, but rather in the quietest.
How has your field changed since you started out in luxury, and what do you think your industry will look like in a decade?
When I started in luxury travel, it was often defined by access to the best hotel, the best table, the rarest experience.
Today, luxury is far less about what you have access to and far more about how it makes you feel. Travelers are seeking meaning, connection and a sense of belonging, not just beautiful things or destinations.
Over the past decade, we’ve seen a shift toward personalization and experience, accelerated by technology but driven by a deeper human desire to slow down in an increasingly fast, noisy world. Luxury has become more intentional and more about curating moments that restore, inspire and connect people to culture, nature and each other.
Looking ahead, I believe the next decade of luxury will be defined by this balance: high-touch and high-tech, global and deeply personal. The brands and experiences that will endure are the ones that pair innovation with humanity, using technology to remove friction while doubling down on empathy, trust and human connection.
In the end, the true luxury will be time well spent and experiences that stay with you long after the journey ends.
What recent projects have ignited your passion for working in luxury?
The universal desire for highly customized luxury experiences — regardless of geography — and Virtuoso’s response to that demand through thoughtful global expansion is fueling my passion right now. As we enter new regions and evolve our global events portfolio, we are constantly balancing consistency with local relevance, and that challenge is both complex and energizing.
What truly inspires me, though, is the team. I have the privilege of leading a smart, innovative and deeply committed group of professionals worldwide who are exceptional at taking something inherently operational – a business meeting or conference – and transforming it into a meaningful experience. The business objectives are still met, learning still occurs, but the outcome is elevated through the shared moments they create.
Watching this team collaborate across cultures, time zones and perspectives while continually raising the bar for how luxury can be experienced in a business context is what keeps me motivated every day. Their curiosity, creativity and humanity are what turn strategy into connection and expectations into something far greater.
Who, in any industry or sphere, would you most like to share a long lunch with and where would you take them?
I’d love to share a long lunch with Dolly Parton. She has an extraordinary ability to blend warmth, humor and authenticity with serious business acumen and philanthropy – and all without ever losing sight of who she is or where she came from.
I’d take her somewhere unpretentious but soulful. Somewhere that invites conversation rather than performance. I imagine a lunch spent talking about storytelling, generosity, creativity and what it means to lead with both strength and kindness.
I suspect I’d leave laughing, inspired and reminded that the most enduring influence comes from being fully, unapologetically yourself.
How do you get into the right mindset before a big meeting or presentation?
Preparation matters, but mindset matters more. Before a big meeting or presentation, I take a moment to slow myself down and remember why I’m in the room: to connect, to listen and to move something forward together. I focus less on delivering a perfect performance and more on being fully present.
I also remind myself that every audience is made up of humans with different pressures, perspectives and priorities. When I enter with curiosity rather than control, the conversation becomes more productive and authentic. That mindset has served me far better than any script ever could.
On your days off, what can you be found doing to relax or have some fun?
On my days off, you’ll often find me on the road with our camper, affectionately called Betty White. We love heading out for small adventures and time that feels intentionally unstructured. It’s my reset button after a life spent planning and producing highly orchestrated experiences.
At home, I relax in a much quieter way: reading cookbooks like novels. I love the creativity, the storytelling and the ritual of imagining a meal before it ever hits the table.
Whether I’m traveling in our camper or paging through a favorite cookbook, both give me the same thing: space to slow down, be present and reconnect with what I enjoy most.
What does luxury mean to you?
Luxury, to me, is time well spent. It’s the feeling of being truly seen, understood and cared for without having to ask. It’s thoughtful, personal and often understated. The most meaningful luxury experiences create space to slow down, connect more deeply and be fully present, long after the details are forgotten.
Whether a product or service/experience, what is your favorite luxury indulgence?
My favorite luxury indulgence is time that’s truly my own. Unscheduled mornings, long conversations, shared meals or any moments where there’s nowhere else to be and nothing to perform. In a life built around orchestrating experiences for others, that kind of unstructured, present time feels like the ultimate luxury.