Members travel in style

Dusk is setting over an enchanting and typically chaotic Roman street. Just around the corner, behind the impenetrable walls of Vatican City, a small group makes it’s way through a labyrinth of museum corridors leading to increasingly impressive and opulent rooms adorned with some the most important ‘objet d’art’ the world has ever seen.I am standing towards the back of the group, listening intently to a knowledgeable art historian leading us through the highlights of the collection and making each piece come to life. Each collection is breathtaking but most breathtaking of all is that there is nobody else here: there are only ten of us in the entire Vatican Museum. The whole building is at our disposal and there is no pushing, no shoving, no queueing and no sharing.

This unique private visit is the result of a carefully crafted itinerary made in association with a well-known American Museum to treat their top-level patrons to the most incredible cultural experiences. Together we have enjoyed private palaces, the studios of local artists and dinners with the cultural leaders in the city, including the director of the French Academy in Rome.

The concept of cultural tourism as part of a package for high level patrons is part of a wider trend. American museums have had a long and unfortunate history of inadequate state funding and, as a result, many have become very business-like in their approach to fundraising. They run efficient membership services, "treasure-trove" gift shops, popular cafes and a whole array of special events to raise awareness in their local community as well as capital for new acquisitions. Organised tours have become an integral to these efforts – a new way for Directors to raise capital, make new international contacts and keep their patrons happy. Museum curators, special events committees, directors and even donors themselves collaborate with the handful of specialist travel firms operating in this niche to create exclusive tailor-made itineraries – sometimes for key donors supporters and patrons, and occasionally for members in general. These tours are priced to include donations for the museum as well as free travel for the accompanying curator or museum representative. They normally include some unique experiences, such as dinner with Royalty to after-hours visits.

The concept of cultural tourism as a benefit of membership is a win-win for all involved. A museum has something to add to its list of member benefits (which could even attract new patrons); it receives a sizeable donation; and it has the opportunity to visit other collections and forge contacts with other directors and curators. Patrons, meanwhile, get to travel in the utmost comfort to places that are seldom open to the public at large (sometimes never); they feel more connected to the institutions they represent; they extend their knowledge by learning from experts; and they broaden their artistic horizons. Whilst the US is an established hub for these kind of activities, the UK will be the next frontier. The latest round of government cuts will force clever directors to look at new and interesting ways to raise money, travel should be high on their agenda.