Music festivals were once a cost-saving solution for fans; now wealthy concertgoers are looking for more than just a show, but a once-in-a-lifetime experience.
. For W Hotels, Cercle events were far from their first foray into music; several locations are outfitted with recording studios and DJ booths, and the hotel brand even appointed) as its global music director. Nonetheless, the Cercle partnership does represent an investment in music tourism unlike any W Hotels has made prior.
“What we are bringing to our guests is a one of a kind fusion of luxury travel and a premium music experience,” says Van Sickle, adding W’s first event with Cercle was a performance byat Gaathafushi Island, the private island of W Maldives in July 2021. “With experiences rooted in music, these opportunities can provide travelers with an extraordinary fusion of culture and memorable moments in some of the world’s sought-after destinations.
“For smaller acts who have a strong brand, [a destination concert] is a great way to possibly make real money and create unique relationships with fans,” echoes Werde. “Destination concerts where the artist can really control every aspect of a fan experience.” As festivals strive for higher turnouts and larger profits, Werde believes the pendulum will swing in favor of events like Cercle: intimate experiences that are considered more expensive, exclusive, and elusive. Next year, The Chainsmokers areat the edge of space in collaboration with space tourism company World View—expanding elite music tourism to infinity and beyond. Executing this kind of event should be the marketing coup to end them all, Werde says, “assuming everyone makes it home alive.
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