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Virtuoso – How It Works, Travel Advisors, Upgrades & Benefits

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If you routinely focus on luxury travel, you might have heard of Virtuoso , an incredible network of travel agencies that deliver huge added value to your hotel stay.

With tens of thousands of travel advisors worldwide capable of delivering extra perks to thousands of luxury hotels in the world, you’ll want to keep this company in your back pocket.

Sure, we pride ourselves on being able to use points for luxury hotel stays, but what if you want to save your points for a different trip? What if you don’t have enough points? Or what if wherever you’re traveling to doesn’t have points hotels?

That’s where Virtuoso can come in. In this guide, we’ll show you how Virtuoso can fit into your travel plans. We’ll walk you through the A to Z of what Virtuoso is, what benefits you can get, and how you can book Virtuoso rates.

Let’s get started!

What Is Virtuoso?

So what exactly is Virtuoso? Virtuoso is a worldwide network of travel agencies with specializations in luxury and experiential travel.

Virtuoso’s network consists of more than 20,000 travel advisors, each of which falls under a larger member agency.

Its travel advisors bring personalized travel recommendations and bookings to the table, whether you’re looking for hotels, cruises, or tours.

Importantly, though, bookings made through Virtuoso come with value-added perks for no additional cost to the traveler.

Virtuoso Benefits

In almost all cases, hotel stays booked through Virtuoso come with the following benefits:

• Daily breakfast for 2 guests per room
• Room upgrade (subject to availability)
• Early check-in (subject to availability)
• Late checkout (subject to availability)
• A special Virtuoso amenity (typically a $100 property credit or other amenity valued at a minimum of $100, like a free massage or round-trip car transfer)

Fees To Use Virtuoso

Virtuoso rates almost always cost the same exact price as the best available flexible rate .

This isn’t the same as a prepaid, advance purchase, non-refundable rate, corporate rate, or member-only rate.

However, if you usually book the best available flexible rates, you’ll literally get hundreds of dollars in added value just by going through a Virtuoso advisor .

In addition, Virtuoso advisors generally don’t charge you any commissions for hotel bookings — they get a commission on the back-end, but that cost won’t be passed on to you most of the time.

This isn’t the same as a planning fee — if you’re booking a complicated trip, you might be quoted for this extra fee depending on the travel advisor.

Hot Tip: Get in touch with Leigh, a next-level Virtuoso agent. UP’s very own Leigh Rowan has deep connections with some of the best hotels and hoteliers in the world. Reach out to him about your upcoming luxury hotel trip, and watch how he’ll upgrade your next stay. Submit your Virtuoso booking request to [email protected] .

Virtuoso Hotel Properties

The complete catalog of Virtuoso hotels includes name-brand luxury chains like:

• Aman Resorts
• Conrad Hotels & Resorts
• Jumeirah Hotels & Resorts
• Four Seasons Hotels & Resorts
• Mandarin Oriental
• Rosewood Hotels & Resorts
• The Peninsula Hotels
• The Ritz-Carlton
• Rocco Forte Hotels
• Shangri-La Hotels and Resorts
• St. Regis Hotels & Resorts
• Viceroy Hotels & Resorts
• Waldorf Astoria Hotels & Resorts

As you can see, this more or less encompasses all luxury hotel chains . In addition, you can book luxury boutique properties that may not have multiple locations. These properties are incredibly helpful if you’re looking to book a more exotic vacation where there aren’t many luxury hotel options.

Earning Points on a Virtuoso Rate

Booking Virtuoso rates is a lot like stacking benefits! Because a Virtuoso hotel rate still goes through the hotel’s internal system, you can earn hotel points, elite night credits/stays, and even enjoy hotel elite benefits when booking through a Virtuoso travel advisor.

For example, if you’re a Marriott Bonvoy Titanium member and you’re booking a Virtuoso hotel stay at an eligible Marriott property, you will earn Marriott Bonvoy points and enjoy Titanium benefits on your hotel stay.

The reason this works is that your travel advisor will also enter your loyalty number when booking your stays.

Virtuoso Travel Advisors

The first thing you’ll need to do is have a stay in mind. You can view the rates for hotels by visiting the hotel search catalog , but you will need to contact a Virtuoso travel advisor (such as Leigh Rowan from our team)  to enjoy these benefits.

Hot Tip: You can even browse Virtuoso travel advisors by their destination specialties or travel interests!

Other Programs Like Virtuoso

Virtuoso is the largest consortium with thousands of luxury hotels and resorts within its purview.

However, other programs offer similar benefits, including Four Seasons Preferred Partner , Belmond Bellini, Dorchester Diamond Club, Hilton Impresario , Rosewood Elite, Marriott STARS, Marriott Luminous , and Mandarin Oriental Fan Club.

Virtuoso actually includes all of the brands above and offers similar benefits — as a result, Virtuoso offers a “one-stop-shop” for booking luxury hotel stays and getting benefits regardless of which exact chain you stay at.

Virtuoso vs. Amex Fine Hotels & Resorts

Amex Fine Hotels & Resorts is similar to Virtuoso in the sense that it offers perks like free breakfast and room upgrades. However, Amex Fine Hotels & Resorts offers a guaranteed 4 p.m. late checkout .

Virtuoso is bookable without a specific credit card, while Amex Fine Hotels & Resorts requires a premium Amex card like The Platinum Card ® from American Express .

However, you need to have a Virtuoso travel advisor to help make your booking for you ( online or over the phone). On the flip side, you’ll also get a human who can offer recommendations and advice based on your destination and travel style.

Amex Fine Hotels & Resorts and Virtuoso both have overlapping hotels — that’s not terribly surprising when you consider that these luxury hotels are worldwide chains.

One thing you might notice is a significant markup on Amex Fine Hotels & Resorts rates . For example, if you look at The Ritz-Carlton Osaka stay searched through Amex Fine Hotels & Resorts and compare it to a Virtuoso search, you’ll see a big difference in rates:

Amex Fine Hotels & Resorts is charging $568 per night before taxes and fees, while Virtuoso’s rates are $511 per night. In this case, booking through Amex Fine Hotels & Resorts would cost 11% more than booking through Virtuoso.

Sometimes, the 2 programs have the same rates — however, in many cases, Virtuoso’s prices will beat out Amex Fine Hotels & Resorts.

On the other hand, Amex Fine Hotels & Resorts may have special offers such as a fifth-night free benefit, so you’ll need to evaluate the economics on a case-by-case basis.

Virtuoso is the secret tool that luxury travelers use to get hundreds of dollars worth of extra value on their bookings, especially hotel stays.

Some of the world’s most prestigious hotel brands like Four Seasons, Aman, Rosewood, and The Peninsula are available to book through Virtuoso. It also includes small luxury boutique hotels that aren’t a part of a larger hotel brand, so you can enjoy a boutique experience as desired.

With this program, you’ll enjoy benefits like free breakfast, room upgrades, early check-in, late checkout, and so much more — all for the same price as the best available flexible rate. Virtuoso rates are also often cheaper than Amex Fine Hotels & Resorts rates, so it’s definitely a no-brainer to consider Virtuoso!

For rates and fees of The Platinum Card ® from American Express, click here .

Frequently Asked Questions

How does virtuoso travel work.

Virtuoso is essentially a travel agency network focused on luxury accommodations. With tens of thousands of approved travel advisors worldwide, Virtuoso allows you to enjoy extra elite-like benefits and perks when staying at thousands of luxury hotels and resorts around the world… but the real gem is you won’t need to pay extra to enjoy these benefits.

How much does it cost to join Virtuoso?

Virtuoso doesn’t hire travel advisors, but they recruit advisors for its member agencies. You can join Virtuoso as a travel advisor via a member agency or  join Virtuoso as a member agency .

What are Virtuoso amenities?

Virtuoso amenities may vary by hotel and property, but they usually include preferred rates at hotels, room upgrades upon arrival subject to availability, property credits like spa and shopping credits, daily breakfast for 2, and early check-in/late checkout subject to availability.

How do I join Virtuoso?

Travel agents can join Virtuoso via its website, but if you’re looking to book a stay with Virtuoso, you’ll want to book directly with a Virtuoso travel advisor.

Who owns Virtuoso Travel?

Virtuoso was founded by Jesse Upchurch in 1986, but it’s currently helmed by his son Matthew D. Upchurch. Virtuoso is a private company and has hundreds of employees.

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Virtuoso Reveals the Hottest Travel Trends for 2024 

From wellness to yachting, the luxury travel network shares the top trends from its global survey.

By Irenie Forshaw

Travelers have been making up for lost time this year, returning in their droves to far-flung locations across the globe. And, if Virtuoso’s Luxe Report on travel trends is anything to go by, this appetite for adventure will only grow in 2024.

The luxury travel network surveyed a group of industry-leading travel agency members across more than 50 countries to gain an insight into the preferences and desires shaping the high-end travel sphere for the year ahead.

It’s been a turbulent time for travel and, as the pandemic gradually fades from our minds, there has been a dramatic shift from binge-watching TV in our pajamas to planning that bucket list trip.

For those with the funds to travel, there’s a clear desire to tick off those once-in-a-lifetime experiences that only recently felt completely out of reach. Here, we break down the findings from Virtuoso’s survey on travel trends for 2024 to give you some inspiration when planning your next vacation.

[See also: Elite Traveler’s Top Suites in the World]

Destination

First, let’s get straight down to where affluent travelers want to go. Whether retreating to a Tuscan wine estate or one of Amalfi’s historic palazzos , Italy takes first place across the board when it comes to top destinations for 2024. For US and UK travelers, it’s closely followed by France and Greece. No surprises there.

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When it comes to ‘re-emerging destinations’ by region, Japan – one of the last countries to open its borders – scoops the top spot, with Egypt, Sri Lanka, Morocco and Antarctica also on the rise ( cruises to the White Continent have seen a dramatic uptick).

“Experienced travelers are diverging from the usual European options and branching out to exotic locales driven by the desire to visit a place dreamed of during the pandemic or even the ambition of being the ‘first’ to a destination,” explains Misty Belles, vice president for global public relations at Virtuoso .

“The cultural richness of these re-emerging hotspots offers unique and exciting itineraries for those seeking a departure from the norm and provides a story to tell friends around dinner tables on their return.”

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Virtuoso also revealed the cities wealthy travelers hope to visit next year. Paris – host of the 2024 Olympics – came in first, with Dubai, New York , London and Florence also in high demand.

A whopping 94% of travelers are incorporating wellness into their travels, with 47% willing to pay $5,000 – $10,000 for this self-care element per trip.

While traditional spa treatments and outdoor nature-focused retreats are among the most in-demand experiences, wealthy travelers are also showing an increased interest in sleep programs, creative and performance art, and sustainable wellness.

When it comes to the top wellness destinations, Mexico , the US and Europe are the most popular spots. Virtuoso also highlighted Thailand, Bali, Fiji, Iceland and Africa as destinations where self-care is very much on the rise.

Food and Wine

It will come as little surprise that food and wine are a major draw when it comes to vacation planning, with 70% of Virtuoso advisors reporting an increase in culinary travel.

Visiting a brewery or distillery and sampling street food take the top spots for favored culinary experiences, with more travelers hoping to fully immerse themselves in cultures through food.

Italy, France and Mexico are the most popular foodie destinations, with Portugal, Copenhagen , Croatia and Colombia emerging as culinary hotspots.

Exclusive Use

The pandemic has spurred a notable shift to exclusive-use experiences. From swapping first-class flights for private aviation to opting for luxury villas instead of five-star hotels, high-net-worth travelers are seeking hassle-free, custom trips away from prying eyes.

“People were inconvenienced to such a degree during the pandemic that they’re now looking for ways to minimize stress, annoyances and remove anything that potentially interrupts their plans,” says Belles.

Yachting has seen a dramatic rise in demand; Virtuoso’s report reveals 2023 bookings were up 79% over 2019. The Caribbean, Croatia, Greece,and San Tropez are among the most sought-after spots The luxury travel network also found an increase in demand for intimate, small-vessel cruises . Popular routes include the Danube River, the Mekong River and the Nile.

Sustainability

High-net-worth travelers are demonstrating a growing awareness of the environmental impact of their trips. Virtuoso’s Luxe Report revealed that 29% of UK travelers are looking to minimize their carbon footprint with carbon offsetting initiatives, while 82% are selecting destinations with more moderate weather conditions.

When it comes to giving back, affluent travelers are most likely to support animal wildlife conservation, local communities, land conservation projects and staying at eco-lodges.

Belles highlights Greece, Morocco and Hawaii as places that have been top of mind for travelers who want to support those recently impacted by disaster. “We’ve seen clients taking action to support the economy of such destinations, including making donations to local relief efforts, supporting local businesses, attending vetted fundraising events and engaging in volunteering,” she explains.

To combat over-tourism and avoid the crowds, the report also found travelers are visiting destinations at off-peak times and embracing the ‘slow season’.

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[See also: Elite Traveler Reveals Top Jets in the World Database for 2024]

Irenie Forshaw

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Serving you and coordinating your travel needs has been a great honor, and we at J&T Concierge Monaco are always committed to improving our personal service and enhancing the travel options available to you.

With this in mind, we have earned a prestigious appointment to the most powerful organization in luxury travel, Virtuoso.  Less than one percent of travel agencies are admitted for membership in this renowned network of luxury travel specialists, who represent combined annual sales of more than $21.2 billion in luxury leisure travel.

Our new membership in Virtuoso will provide you with many benefits. Leveraging the combined buying power of Virtuoso, we will now be able to not only offer the most competitive pricing in luxury travel, but also special added-value amenities, at no cost to you. This translates to complimentary room upgrades, airport transfers, special dining experiences, exclusive shore excursions and custom itineraries for you, offered by the world’s best providers of upscale travel.

Beyond the monetary values, our membership in Virtuoso gives us direct relationships with more of the finest hotels, resorts, spas, cruise lines and tour operators in the world. Your designation as our client, with the Virtuoso endorsement, will ensure that you are treated with utmost respect and care wherever your travels take you.  Something you have already grown accustomed to. 

What’s the Virtuoso difference?

Virtuoso is a network of the world’s finest travel advisors and suppliers. It’s a by-invitation only organization through which Member travel agencies have privileged access to exclusive amenities, travel offers, and rare experiences that you can’t get on your own.

Global Connections:  With personal contacts at over 1,000 elite airlines, cruise lines, hotels, resorts, and premier destinations worldwide, your Virtuoso affiliated travel advisor puts their relationships to work for you.

Unparalleled Expertise: Virtuoso affiliated travel advisors are among the most welltraveled people on the planet. They draw upon their own first-hand experiences when customizing vacations for you.

Customized Travel Experiences: From weekend getaways to trips of a lifetime, counting on the expertise of a Virtuoso affiliated advisor ensures your greatest RETURN on LIFE.

Confidence: When you have a relationship with a Virtuoso affiliated travel advisor, you’ll rest easy knowing your personal preferences are reflected in every aspect of each vacation experience they design especially for you.

For more information, please visit Virtuoso’s website at www.virtuoso.com/member/jtconcierge . 

Within the United States, VIRTUOSO, the Globe Swirl Logo, SPECIALISTS IN THE ART OF TRAVEL, VOYAGER CLUB, and RETURN on LIFE are registered trademarks of Virtuoso, Ltd., and ORCHESTRATE DREAMS is a trademark of Virtuoso, Ltd. Virtuoso, Ltd. has a U.S. copyright registration for the Globe Swirl Logo, © 2000. Outside of the U.S., these marks are the property of Virtuoso, Ltd., and the applicable marks are registered with numerous national trademark registries around the world. All rights reserved.

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Hush-Hush Luxuries: 9 Coveted Luxury Brands of the Super-Rich

B eyond the usual household names like Gucci, Louis Vuitton and Cartier lies a world of discreet ultra-luxury reserved for those at the very pinnacle of wealth and taste .

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This is the rarefied realm where six-figure price tags are merely the barrier to entry. Their clientele spans oligarchs and royalty, titans of industry and chief executives paid in eight to nine figures annually. Shopping here is strictly by appointment or referral, with little, if any, public presence. 

For the select few granted access, the rewards are matchless: access to the absolute best in materials, craftsmanship and design, elevated to the level of art. Join us as we unveil some of the most coveted and exclusive luxury brands that even most of the super-rich have never heard of, but which represent the ne plus ultra for those who can afford it.

Here are 9 luxury brands flying under the radar of the super-rich.

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The ultra rich know all about Sunseeker — the luxury brand known for being a global leader in yachts. The website doesn’t list prices, and you’re encouraged to find your local yacht dealer for additional information. One could only imagine how much a typical luxury yacht would go for. If you’re ever interested in browsing the various options, you can check out YachtWorld , where you can pick out your sports yacht for a few million dollars.

If you’re wondering if you’ve ever seen this luxury brand, chances are that you may have caught a glimpse of a Sunseeker luxury yacht in a James Bond film. Sunseeker yachts are in as many Bond films, like Aston Martin cars, so you may have spotted one in the past without realizing what you were looking at.

Brunello Cucinelli

You may have seen pictures of celebrities dressed in this luxury fashion brand, but chances are that you weren’t aware of the brand name. The Brunello Cucinelli brand is called after the Italian fashion designer who started the company in 1978 and has since gone on to dress celebrities and Silicon Valley giants. Despite dressing many famous celebrities, the luxury brand doesn’t rely on celebrity endorsements in advertisements, as it prefers to be more subtle. 

You may not have noticed from the casual appearance, but many tech moguls have appeared in interviews in luxury clothing from the Cucinelli line. On top of the $5,000 blazers, the rich have purchased high-end casual clothing pieces, like $2,500 sweatpants or $800 sneakers. You may be surprised by how many notable celebrities have been spotted in this luxury brand.

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Despite being around since 1766, chances are you haven’t heard about this luxury brand, since it’s a huge auction house for those looking to buy and sell expensive art pieces. The price points at Christie’s auctions range from $500 to over $100 million, with work available from 80 art and luxury categories.

Christie’s also has a network of specialists who can assist clients with various services ranging from art appraisal to art financing. The company also offers art education for those new to the space. Even though their wares are mainly on the radar of the ultra-wealthy, there may be an auction house near you — Christie’s has a flagship location in New York City and a presence in 46 countries globally.

If you’ve ever looked into experiencing luxury travel (and are super rich), you’ve likely heard of Virtuoso. Everyone else likely hasn’t heard about this global network of luxury travel advisors. The Virtuoso platform offers luxury experiences, ranging from private yacht adventures to trips based around sporting events. The platform, with over 20,000 luxury travel advisors, has seen tourists spending up to $50,000 per trip.

With many rich folks adding wellness into their travel routine, the demand for unique private experiences has increased. If you’re looking for inspiration, you can create a “Wanderlist” on the Virtuoso website.

While everyone has likely heard of a Rolex watch, another luxury watch brand that isn’t a household name is Omega. The luxury Swiss watch brand has been around since 1848, and the company hired Zoë Kravitz and Zhou Dongyu as brand ambassadors this year to promote the Aqua Terra Shades campaign.

The Omega brand recently partnered with the more affordable watch company Swatch to bring the collaborative effort into the market with a surprising disruption. The MoonSwatch Collection was a viral sensation and the limited edition project was challenging to find in stores.

Farfetch was launched by José Neves in 2008 as an online marketplace for luxury boutiques worldwide — and it’s beloved by the mega rich. The official website touts that the company is the top global online luxury fashion platform. With over 1,400 luxury retailers and 3.9 million active consumers, the platform is growing globally, so you may start hearing about them more often.

The Farfetch platform is known for connecting creators, curators and consumers of luxury brands. You’ll likely discover new luxury brands on the platform, since Farfetch sells various products from men’s, kids’, beauty and women’s styles.

This luxury fashion retailer was founded in Germany in 2006, and the company has expanded to offer luxury children’s wear and home goods. The luxury platform has a simple user interface with a white background and basic black text. With almost two million followers on Instagram, this luxury brand has long been beloved by the ultra-wealthy and is starting to gain traction worldwide.

Mytheresa executives recently announced that it expected to increase net sales by anywhere from 8% to 13% in the fiscal year ending June 30, 2024. Most of the top spenders with this luxury brand are high-powered business leaders with limited time and don’t want to look for the perfect outfit.

Exclusive Resorts

For the jet-setting elite who crave privacy and luxury above all else, there exists a secretive high-end travel club that provides access to the world’s most exclusive destinations. Known only to those who travel at the highest stratospheres of wealth, Exclusive Resorts offers a level of luxury, convenience, and exclusivity that puts even Four Seasons and Aman resorts to shame. 

This members-only utopia comes at an appropriately elite price — with membership initiation fees starting at a cool $100,000 and reaching up to $250,000. But for those who can afford it, what they get in return is the key to unlocking the world’s most coveted locales precisely when they want them. We’re talking finish-line villas in Monaco for the Grand Prix, ski-in cabins beside the Waltons’ own in Aspen for Christmas and penthouses overlooking the Champs Elysees during Paris Fashion Week.

With a $600 million portfolio of owned homes and villas globally, Exclusive Resorts can accommodate virtually any whim or wish of its select 3,000 members. Don’t expect to browse listings on their website — privacy and exclusivity are paramount. Membership is by invitation and referral only. But for those privileged few granted access to this gilded world of luxury travel, no dream is unattainable. One call to their personal travel advisors sets even the loftiest vacation desires in motion — after all, they have Jeff Bezos on speed dial. Exclusive Resorts makes the fantasy vacations of billionaires and titans of industry an everyday reality.

Frette Linens

For those who crave the ultimate indulgence between their Italian percale sheets, there is one iconic luxury name that promises unparalleled comfort and extravagance: Frette. This storied Italian linen company has been clothing the beds of royalty, dignitaries, and the wealthy elite since 1860. 

One touch of their exquisite bed sheets, with a 280-thread count woven from the world’s finest long-staple Egyptian cotton, and you’ll be hooked. But be prepared to pay for the privilege. Their sheet sets start at around $4,000, while their prized Belgian linen duvet covers can fetch up to $25,000. They offer over 20 choices of fabric, including the softest cottons and silkiest linens, in the industry’s highest thread counts. 

Laura Beck contributed to the reporting for this article.

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This article originally appeared on GOBankingRates.com : Hush-Hush Luxuries: 9 Coveted Luxury Brands of the Super-Rich

More From Forbes

An unexpected place to see art in manila.

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Go on a creative journey with Raffles Makati’s ARTour.

Within the heart of the bustling business district of Metro Manila’s Makati City lies a hidden gem where art, culture and luxury intertwine seamlessly. Forbes Travel Guide Four-Star Raffles Makati offers a journey through the rich tapestry of Filipino creativity with its ARTour, the city’s only tour led by an art concierge outside of a museum. The property’s exceptional collection, which spans more than 1,600 works, has become a must-see for art enthusiasts and cultural connoisseurs.

Yet not many people know about this secret offering — there’s no link for it on the hotel’s website, and it’s exclusively for guests. The ARTour dates back to 2012, when the visionary curator of Raffles Makati meticulously handpicked a selection of local artists whose works authentically captured the essence of Filipino culture and lifestyle. Drawing inspiration from the storied legacy of properties like Five-Star Raffles Hotel Singapore , the all-suite hotel aimed to carve out a distinct identity that would resonate with guests worldwide.

Art concierge Julio Lapuz.

“In 2016, the former hotel manager requested projects from [certain staffers] of Raffles Makati,” says Julio Lapuz, the property’s head butler and art concierge. “I was part of this group. I chose the Raffles Makati art concierge tour because I fell in love with fine arts a year before. Presenting the art collection like a museum tour was my mission.”

The vision behind the ARTour transcends mere admiration for aesthetic beauty.

“The tour itself is a celebration of sorts,” Lapuz says. “Wouldn’t it be great for the international guests of Raffles Makati to know our stories and identity and for balikbayans [Filipino expats] to reconnect with their Filipino heritage? The oeuvres in the collection showcase our culture and lifestyles, festivals, myths and legends, music and dances, architecture and history and many other interesting glimpses and insights into the Filipino psyche and rich culture.”

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Raffles Makati’s Writers Bar.

On the ARTour, you will see masterpieces like Don Jaime Zobel de Ayala’s serene Blue Vase, Edwin Wilwayco’s evocative abstract paintings and Daniel de la Cruz’s captivating metal sculpture. Each piece tells a story, weaving together the vibrant threads of Filipino creativity.

In the hospitality realm, Lapuz is a seasoned professional whose dedication to excellence spans more than two decades. He received training from a former member of the House of Windsor, the former head butler of the king of Jordan and from top butlers at Raffles Singapore. A fine art connoisseur and collector in his own right, Lapuz started amassing art in 2015 and now owns more than 100 pieces in various mediums — paintings, sculptures, pottery, literature and even plants.

With Lapuz leading the tour, Raffles Makati provides a personalized glimpse into Filipino artistry that’s hard to come by.

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Art Bridges’ Anne Kraybill On Museum Partnerships and Why Art Should Travel

"our model enables smaller museums to bring in and display new works without the financial strain or stress of long-term care and storage.".

Late last year, Anne Kraybill was named CEO of Art Bridges Foundation , the nonprofit started by Crystal Bridges’ Alice Walton in 2017, which seeks to aid in the development of cutting-edge shows at regional museums. The Bentonville, Arkansas-based organization accomplishes this through loans from its impressive Art Bridges Permanent Collection and via other creative means.

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Kraybill came to Art Bridges from the Wichita Art Museum, where she served as director and CEO, and we had a chance to catch up with her about her plans for her new role.

I know you’re new to the organization, but are there any past Art Bridges partnerships that align with the kinds of projects you’d like to pursue in your new role?

I was thrilled when Art Bridges announced the Partner Loan Network. Getting art out of storage and on view in communities across the U.S. is the north star of our foundation. Over 95 percent of larger institutional collections sit in storage while many smaller, regional museums don’t have the acquisition funds to bring in the new works that help enrich and diversify storytelling in their communities. Our model prioritizes works by historically underrepresented artists—in particular, BIPOC, LGBTQIA+ and women artists, whose art tends to be less visible in regional institutions with smaller budgets.

Our Partner Loan Network simplifies the loan process, allowing larger museums to create “capsules” of three to ten works previously in storage to share those with other museums, which then have the chance to display those works for two years. I’m particularly energized by examples like the Huntsville Museum of Art, which incorporated loans from our Partner Loan Network into their permanent collection to create their first-ever galleries dedicated exclusively to American art. I hope to continue expanding this network to include museums with a wide inventory of American art collections, which can be shared with communities across the country.

Broadly speaking, why is it important for art to travel to different museums?

As I mentioned, most small regional museums don’t have large acquisition funds. Many collections are a product of their time or the collecting tastes of their donors, so the ability to bring a wider range of works to these museums is incredibly important to ensure that everyone feels represented. Moreover, art museums need to rethink how much work they acquire and make accessible to the public. Our model enables smaller museums to bring in and display new works without the financial strain or stress of long-term care and storage.

In addition, museums are still recovering from the economic impact of COVID. According to the American Alliance of Museums, 66 percent of U.S. museums have not yet returned to pre-pandemic attendance . To address this decline, we need to give audiences a reason to make museum-going a habit. The Partner Loan Network helps drive new and returning visitors to these institutions—and keep them coming back because they know there will be something new to see.

Art Bridges has a great collection and a noble mission. What are your plans for amplifying its reach? 

I think about the artwork we have from our partners and our own collection as seeds. Just like planting a seed, you can’t expect it to flourish without proper care. We also can’t expect to “plant” these works at institutions and expect that the public will just show up. This is why our Learning and Engagement initiatives are so important. Every organization that borrows art from Art Bridges programs can also receive supplemental financial support to offer dynamic, innovative, locally relevant and inclusive programming developed in collaboration with their communities. This provides the chance to co-create meaning through, for example, collaborative label writing or community dance performances in the gallery, inviting those who might not have considered an art museum to be a welcoming or representative space.

How responsive should museum exhibitions be to the tastes and politics of visitors? How do you walk the line between catering and education? 

The beauty of really great art is that it allows people to experience nuance, which can be sorely lacking from discourse in mainstream media. I remember when I was the Director/CEO of The Westmoreland Museum of American Art, we brought the Art Bridges exhibition, “Border Cantos: Sonic Border,” to Greensburg, PA, a very conservative community. Though I wondered about the local reception of an exhibition centered around such a contentious issue as immigration and the Mexican-American border, we found that the community was eager to engage in a dialogue that centered humanity and empathy rather than political talking points. That particular programming also fostered a wonderful opportunity for deeper learning about the history and future implications of this issue.

It’s worth noting that we didn’t just parachute this exhibition in. Art Bridges supported many conversations ahead of the opening about how to make this an opportunity for everyone to engage, regardless of their politics. That’s the awe of art: it offers an opportunity to expand your perspective beyond your own lived experience.

How do you plan to grow or deepen the collection?

We plan to expand the Partner Loan Network by continuing to engage with museums and provide them with the capacity to get their collections out of storage. This means financial support for the curatorial time it takes, minor conservation, crating, shipping, and insurance. Many museums want to get involved but have limited staffing and financial capacity beyond their own projects, so we try to ease the load as much as possible. At the same time, Art Bridges acquires art for its collection, ensuring we have an abundance of works to share with the goal of creating a more inclusive story of the American experience.

SEE ALSO: MFA Boston Explores Fashion’s Significance in a Show That’s Less Political Than It Is Playful

You come to Art Bridges from the Wichita Art Museum. What are some of the unique challenges facing non-coastal museums today?

I want to flip that question to answer some of the unique challenges facing coastal museums or museums in large metro areas in the U.S. whose downtowns have not yet recovered from COVID. As remote work policies took hold, many cities lost their pre-COVID foot traffic, leading to large declines in earned income from admissions. When you look at smaller to mid-sized regional museums that were less dependent upon earned income, they were able to be incredibly responsive and nimble, even with their relatively limited resources. Larger organizations have a lot to learn from how these museums were able to serve their communities. This pertains to the broader challenge concerning the business models of art museums, aiming to ensure they have varied revenue sources and are seen as valuable public resources.

Do you have a favorite work in the Art Bridges collection? 

We recently acquired Kent Monkman ’s Death of Adonis (2009). Death of Adonis is the first work by an Indigenous First Nations artist in the Art Bridges Collection and reflects our commitment to building an inclusive approach to American art. We hope that the lending of this work to museums and arts organizations throughout the U.S. will allow for broader stories of Indigenous history and nation building, offering moments to reflect on the ongoing impact of settler colonialism with more audiences. The direct link to Bierstadt’s The Last of the Buffalo also creates a space to discuss the legacy of American art and landscape paintings within spaces where these conversations are necessary. I can’t wait to share this work with our partners in what will be an exciting and provocative exhibition.

• SEE ALSO : Will Keen On Playing Vladimir Putin On Broadway in ‘Patriots’

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