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Yahoo! My Yahoo! Mail Yahoo! Search Search: Sign InNew User? Sign Up News Home - Help Navigation Primary Navigation Home Singapore Asia Pacific World Business Entertainment Sports Technology Top Stories Most Popular Secondary Navigation Asia Pacific World Search Search: Classical fans build vacations around music Reuters - Saturday, January 31 By Hazel Davis ADVERTISEMENT LONDON - Dedicated rock fans have long made vacations out of following their favorite bands on the road. Now European classical fans are booking entire holidays around their chosen genre. Travel industry executives say that growing numbers of classical fans are exchanging beaches for Berlioz and Bizet, with classical music festival organizers and venues benefiting from increased bookings. John Whibley, who organizes classical music tours through his U.K.-based John Whibley "Holidays With Music" agency, says such trips are becoming increasingly popular among members of his target demographic -- "comfortably off" tourists over the age of 50. "People like spending time with those who share a common interest," Whibley says. "Friendships are made on holiday, and clients return to see their friends." In the last 10 years, more than half of Whibley's 1,200-strong client base has taken more than one tour with his firm, with 140 people booking seven or more trips, he says. Whibley runs about 25 high-end tours per year to classical music festivals or events. They range from 775 pounds for a six-night trip to the Haydn Festival in Eisenstadt, Germany, which includes four-star hotel accommodations and nightly concerts by the Amsterdam Baroque Orchestra. MUTUAL BENEFITS Concert venues welcome the guaranteed ticket sales that such tours bring. "We work together with more than 300 travel agencies and have a very close marketing relationship with Berlin Tourismus Marketing," says Berlin State Opera head of marketing Sabine Turner. "A third of our audience comes from outside of the city, and this is seeing an upward trend." Most classical music tour operators don't have formal business relationships with venues or festival promoters, preferring to book tickets on an ad hoc basis. "Not many want to meet our 15 percent deposit conditions on tickets. Most prefer to reserve them and pay nearer the time," says Kim Gaynor, managing director of Switzerland's Verbier Festival, one of Whibley's touring destinations. Gaynor suggests that the Verbier fest itself could soon compete for some of the same tour business. "Running bespoke packages is something the festival would like to do in the future," she says. "It's a great way of increasing attendance." But despite their relatively high prices, classical music tours are often less profitable than mainstream tours, according to Nigel Hosking, senior product manager at the U.K. tour operator Cox & Kings. "You have to pay an expert, musicians and excursions," he says. "We accept that we don't make much profit on them." Still, Australian classical musician Vivienne Pittendrigh, who founded Chamber Music Holidays and Festivals in 1982, says classical music tour operators like herself are proving to be a growing niche. Her agency, which has offices on the Greek island of Corfu and in Bournemouth, England, averages about 78 bookings per year, up from an initial annual average of 20 customers. Tour operators also cut deals directly with individual artists and chamber groups. Pittendrigh books musicians for her own events, such as the Divertimenti in Corfu, while Whibley hires musicians for some of his tours. Organist/singer Peter Medhurst works with Cox & Kings as a specialist tour guide and musical performer. He leads tours to Vienna and Salzburg, Austria, performing organ and vocal recitals for tour groups. "It creates goodwill all 'round," Medhurst says. "If you're taking a party of 35 to a venue, that's a chunk of seats filled immediately, and these audiences are also likely to get to know the artist and follow them." Reuters/Billboard Email Story IM Story Printable View Blog This Recommend this article Average (0 votes) Sign in to recommend this article » Most Recommended Stories » Related Articles: Entertainment & Lifestyle Springsteen calls Wal-Mart deal a mistakeAP - 1 hour 14 minutes ago US-ENTERTAINMENT SummaryReuters - Saturday, January 31 Classical fans build vacations around musicReuters - Saturday, January 31 Prosecutor: Polanski defense motion is 'frivolous'AP - Saturday, January 31 SMU's museum opens exhibit of Etruscan artifactsAP - Saturday, January 31 Most Popular – Entertainment Viewed US House approves massive economic stimulus bill Soldier suicides hit record in 2008: US Army Financial crisis bringing global economy to standstill: IMF Wen and Putin lash out at US over economic crisis Boeing to cut 10,000 jobs after loss View Complete List » Search: Home Singapore Asia Pacific World Business Entertainment Sports Technology Top Stories Most Popular Copyright © 2009 Yahoo! 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