Booking.com becomes global partner of the Concertgebouw Orchestra
Collaboration focusing on accessibility classical music
Dutch digital travel platform Booking.com will be collaborating with the Royal Concertgebouw Orchestra as global partner (main sponsor). Together with the current global partners, ING and Unilever, Booking.com will support the Concertgebouw Orchestra’s ambition to open up the world of classical music to a wide and diverse audience.
A year ago, on 10 September 2021, the orchestra’s season opener on Dam Square in Amsterdam already featured Booking.com as an important partner. Both organisations will now deepen the relationship through a global partnership which will initially last three years, starting with the orchestra’s free Opening Night concert at Amsterdam’s Westerpark on Friday, 9 September.
Booking.com and the Concertgebouw Orchestra have deep connections with Amsterdam. While both organisations are headquartered in the city, their impact stretches far beyond the Dutch borders, as both are international leaders in their respective fields. Because Booking.com and the Concertgebouw Orchestra both strive for inclusivity in the widest sense, making the orchestra’s music more accessible is naturally central to their collaboration.
Dominik Winterling, managing director of the Royal Concertgebouw Orchestra:
‘Reaching out for broader and more diverse audiences is one of the top priorities of the Concertgebouw Orchestra in the coming years. I am delighted that Booking.com will support us in reaching our ambitious goals in this field, joining ING and Unilever as a Global Partner. Together we will work on making classical music accessible for as many people as possible and realise the orchestra’s mission to change people’s lives through the transformative power of music.’
Arjan Dijk, senior vice president and CMO at Booking.com:
‘As part of our mission to make it easier for everyone to experience the world, we are thrilled to be partnering with the Concertgebouw Orchestra. Just like travel, music has an incredible ability to bring people together, expand horizons and promote enhanced cultural understanding. We look forward to playing a role in helping new audiences to discover and enjoy classical music together with the orchestra, both in Amsterdam and abroad.’