It’s impossible to overstate Taylor Swift’s Eras Tour’s massive global financial impact. A Forbes.com article forecasted that the U.S. leg of the tour alone would generate a staggering $4.6 billion in consumer spending. This $4.6 billion not only comes from ticket sales, but also from transportation, airfare, Taylor-themed outfits, and accommodations. Within the hotel industry, the Eras Tour’s impacted three main areas: bookings, stay lengths, and hotel segments. 

Though some might say the Eras Tour was a once-in-a-lifetime event, this article provides key takeaways from this tour that hotels can use to optimize for when the next big star visits their city.

 

Overview

Concert cities of all sizes saw dramatic increases in demand throughout the tour when comparing the weekend before Taylor performers to when she took the stage. Global destinations like London, Los Angeles, and Tokyo saw an average demand increase of 76%. Demand grew even further for mid-sized cities such as Kansas City, Cincinnati, and Liverpool with an average increase of 146%. Let’s explore how demand affected hotels.

 

1. Booking Trends: All You Had To Do Was Stay, and Book Further in Advance

Swifties typically book their travel close to when they purchase their tickets, which is much further in advance than when a person books their average vacation stay in these destinations.

• In the U.S. and Canada, bookings made between 91-180 days out increased by 679% week-over-week (WoW). Bookings made even before this window were the second most popular time to book.
• Internationally, this trend continued, with longer booking windows providing the dominant revenue share. Bookings made 181+ days in advance saw 1,457% WoW increase.

 

 

 

2. Stay Length Trends: Long Live Longer Vacations

The Eras Tour made its international debut in Spring 2024, and concertgoers showed their excitement by staying longer than normal in the tour cities. 

• While 1-night bookings were still popular internationally, bookings of 3 nights saw the most significant increase, with a 160% uplift.
• Across all stay lengths for European shows, there was a 130% uplift in bookings from travelers in the U.S. and Canada.
• In the U.S. and Canada, 1-night stays generated the highest revenue for both Eras Tour weekends and the weekends leading up to the shows, but even stays of 4-7 nights saw a 163% increase.

 

 

3. Hotel Segment Trends: You and The 1 Hotel of Your Choice

While travelers were still more inclined to choose the hotel segment they are most accustomed to, hotel segment trends show areas hoteliers can lean into further for events like the Eras Tour.

• In both the U.S., Canada, and internationally, the segments with the majority of bookings and revenue did not shift during a tour weekend compared to a non-tour weekend.
• Luxury and resort properties, which make up the smaller portion of booking volume, saw a 207% uplift internationally and a 424% uplift in the U.S. and Canada.

 

 

Becoming Fearless: How to Take Advantage of Major Events

To capture more bookings and maximize revenue for major events happening in your city, there are a few steps you can take to stay competitive. 

• Keep an eye on events coming to your city, and most importantly, have rates available far in advance. Know that because people are booking accommodations when they buy their tickets, this booking window may be significantly earlier than usual.
• Focus on international travelers who purchase longer stay lengths and average a higher revenue per booking. Travelers turned their international tour dates into vacations rather than quick visits to a major U.S. metro, and hotels can lean into this trend to maximize their revenue. 
• Focus on your main consumer group during large event weekends, but also recognize the vacation mindset. This mindset leads people to spend more on accommodations, so be prepared by offering rates further in advance and providing competitive rates to capture additional bookings.

Events like the Eras Tour influence economies around the world and benefiting from them is just a few strategic moves away. Reach out to the Koddi team to see what you can do to stay Out Of the Woods and become a bigger competitor in your market.