The Transformational Impact of Taylor Swift's Eras Tour on Travel
Taylor Swift's Eras Tour is revolutionizing the travel industry, generating a multi-billion-dollar global economic impact World leaders clamor for tour stops in their countries, while the hotel industry experiences unprecedented growth From unique Swift-inspired experiences like cruises and candle-making classes, to the indescribable magic of attending her concerts, this tour is truly worth traveling for
Join CNN Travel's weekly newsletter, Unlocking the World, for the latest updates on aviation, culinary experiences, accommodations and other travel trends. Taylor Swift's influence on the music and entertainment industries has been transformative over the past decade. Currently on her Eras Tour in South America, the megastar's multi-continent extravaganza has the potential to become the highest-grossing tour of all time, and is also significantly impacting the world of travel.
The impact of the 33-year-old musician Taylor Swift on consumer behavior, as well as the industry as a whole, is commonly referred to as "the Taylor Swift effect." This influence is particularly significant given the ongoing effects of the pandemic. Cities visited by her tour have seen hotels breaking occupancy records and charging higher rates due to increased demand. Many hotels are also offering special Swift-themed promotions, events, and other attractions to attract more fans. Airlines have also made changes to accommodate her concerts, with examples including LATAM Airlines waiving change fees for passengers due to a postponed concert, Air New Zealand adding 2,000 extra seats to its network around Swift's shows, and naming some flights NZ1989, a nod to her fifth studio album. The economic benefits for destinations where Swift performs are so substantial that political leaders like Canadian Prime Minister Justin Trudeau have expressed a strong desire for her to tour in their countries.
Swifties, known for their unwavering loyalty, are embarking on new and exciting travel adventures to witness their idol perform live on stage, creating a once-in-a-lifetime opportunity. According to Brittany Hodak, a customer experience expert and author, this cultural phenomenon is the largest event driving travel plans in a generation.
"Unlike events such as the FIFA World Cup or the Olympics, which are concentrated in specific geographic locations, the Eras Tour is contributing to travel and tourism worldwide. It's no surprise that world leaders are actively advocating for tour stops to be hosted in their countries."
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Far-reaching implications for the hotel industry
Stalls selling Taylor Swift merchandise in Denver, Colorado, ahead of the concert on July 14, 2023.
Grace Smith/MediaNews Group/The /Denver Post/Getty Images
The tourism impact of Swift's Eras Tour has been incredible, with some US cities seeing an economic boost that surpasses the entire GDP of small countries. Lighthouse (formerly OTA Insights), a Denver-based provider of data for the travel and hospitality industry, described Eras as a "hospitality phenomenon" in its August study.
One frequently cited statistic is the $5 billion spent collectively by Swifties across the United States during the Eras Tour. However, the US Travel Association suggests that the total economic impact may be even higher, estimating it to be $10 billion or more.
Additionally, STR, a provider of data and analytics for the global hospitality industry, estimated that hotels earned $208 million in revenue from Swift's US shows over the summer. They also noted that this figure was considered "conservative" because it only accounted for Swift's 53 concert nights, not including extended fan stays and other contributing factors.
Certain destinations that have reaped the benefits of this significant windfall are eager to share their results. In Pittsburgh, Swift's concerts on June 16 and 17 resulted in $46 million in direct spending, with 83% of attendees coming from outside the county, according to a news release from Visit Pittsburgh. Furthermore, the city's hotel occupancy averaged 95%, marking the highest since the pandemic and the second-highest weekend occupancy on record.
Unsurprisingly, this high demand has led to an increase in consumer prices. Lighthouse collected data from 13 tour stops in North America and found that hotel room prices increased by an average of 7.7% in the month leading up to Swift's tour compared to the previous year. Prices were also 7.2% higher during the month of the tour.
The study emphasizes the impact of this tour on average pricing in major U.S. cities for an entire month, highlighting the far-reaching implications for the hotel industry.
RateGain, a worldwide supplier of travel and hospitality data, identified a "long-tail effect" on tour destinations as travelers popularize what has been termed "Swift-cations."
"Her concerts have generated a significant buzz, drawing attention not only to her but also to the destination itself," said Peter Strebel, president of RateGain's Americas region, in an interview with CNN Travel.
Taylor Swift performs at SoFi Stadium in Inglewood, California, on August 7, 2023.
Allen J. Schaben/Los Angeles Times/Getty Images
For instance, Strebel highlights Buenos Aires as a prime example, where Swift's performances for the first three shows of her South American tour were described as "the best decision possible" on social media platform X. According to RateGain data, hotel bookings in the Argentine capital are still "soaring" even after the concert dates. Strebel also observes that if this trend continues, Buenos Aires could potentially break all its hotel occupancy records in the upcoming weeks.
The situation for Era's upcoming stop in Rio de Janeiro is not as clear-cut. Recent news about Swift's concerts has taken a somber turn after a fan's tragic death, which has been attributed to extreme heat in the stadium. The pop star postponed her next show due to the unsafe conditions, although some disappointed fans criticized the decision. On the flip side, Swift's arrival in Rio was initially met with a warm reception, with the iconic Christ the Redeemer statue adorned with symbols from her songs and a projection that made it look like it was wearing a T-shirt similar to the one worn in her "You Belong With Me" music video.
Swift expressed her gratitude to the sold-out crowd at her initial Rio show, calling it "one of the nicest things anyone's ever done for me" as her fans erupted in screams and applause.
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From Swift-inspired cruises to candle-making classes
Argentinian fans outside the Mas Monumental stadium in Buenos Aires before Swift's concert on November 9, 2023.
Emiliano Lasalvia/AFP/Getty Images
Amidst record occupancy levels attributed to the Eras Tour, hotels have elevated the fan experience with unique pre-concert events. Loews Hotels, for example, organized tailored events in cities such as Atlanta and Nashville, featuring Swift-inspired cocktails, playlists, and photo backdrops. Additionally, Loews Arlington hosted the "13: A Taylor Swift Fan Podcast" as part of a sold-out pre-concert party, offering themed cocktails and bracelet-making.
Despite not having a scheduled concert in their city, certain hotels have leveraged Swift's massive fan base to host special events. For example, the luxury property Conrad New York Downtown has organized era-themed, pop-up candle-making classes in collaboration with The Candle Garden. The classes have been well-received by hotel guests and non-guests alike. Additionally, a four-night Swift-themed cruise is set to depart from the Port of Miami on October 21, 2024, following Swift's final performance in the city.
Worth traveling for
Fans make their way across the People's Bridge to Nissan Stadium ahead of Swift's performance on May 6, 2023.
Seth Herald/Getty Images
The Eras Tour is already generating strong demand in Europe and the UK, with indications of an uptick in hotel searches and increased concert weekend rates in Amsterdam and Dublin. Contiki, a travel company for ages 18-35, saw the European leg of the tour as an opportunity it could not miss.
During the initial leg in North America, the London-based operator started brainstorming for ideas, and in September 2023, they launched their appealing "Taylor Your Itinerary in 2024" promotion. This included five trips linked to Eras concert dates in four European cities, incorporating Swift-inspired itineraries and various enjoyable extras. Contiki also introduced a 13% discount, in homage to a number that Swift considers lucky for her on these trips, as well as for all other European summer itineraries lasting longer than 14 days.
Lottie Norman, Contiki's chief marketing officer, explains, "Among our communities, [Swift] is the most talked-about artist. She's been on a high for a year. So the connection for us was enormous, and we felt compelled to take action."
Several Swifties are organizing their own trips to see the popstar perform on as many stages as possible. Stephanie DePrez, a stand-up comedian and opera singer based in Berlin, teamed up with a friend in London to secure presale ticket codes in every European city. After utilizing various country-specific virtual private networks, they successfully obtained the codes, although not without a few minor hiccups. DePrez's friend was able to secure four tickets in Paris instead of London, and DePrez found herself heading to Warsaw, Poland alone, which was not the original plan.
"I didn't realize because everything was in Polish," she tells CNN Travel about the ticket purchasing platform. "I thought I was paying in euros, but it was actually [Polish] zloty, and I ended up paying a huge amount of money. I thought I was buying four tickets, but it was just one."
DePrez originally found the mistake "heartbreaking," but she has since embraced the idea of a solo adventure in Warsaw, a city she has never visited before. She is also looking forward to attending the Paris show with her Swiftie friends and believes that any inconveniences with ticketing and her upcoming trips will be overshadowed by the excitement of being in the same venue as an entertainer she has deeply admired for years.
DePrez noted, "When Taylor is performing and I am in the crowd, there is a special connection that I believe is uncommon for pop stars. The deliberate bond she has with her fans is truly admirable. It's something worth going out of your way for."
Lightning in a bottle
The crowd enjoying Taylor Swift's performance SoFi Stadium in Inglewood on August 7, 2023.
Allen J. Schaben/Los Angeles Times/Getty Images
According to hospitality and brand experts, destinations and tourism organizations that align strategically with Swift's brand and values will be best positioned to take advantage of rare opportunities. These organizations must also resonate with Swift's loyal fan base, known as Swifties, as noted by Marcus Collins, a marketing professor at the University of Michigan Ross School of Business and a former social media strategist for Beyoncé. Collins cited Royal Caribbean's Swift-inspired cruise as an example, suggesting that there is potential to create even more meaningful experiences for Swifties who understand all the nuances of Taylor Swift.
The intense enthusiasm of her fans has taken even the most experienced insiders in the hospitality industry by surprise. "Her fan base's devotion is unlike anything I've ever seen before," Stephen Borecki, general manager of Fairfield Inn & Suites New Orleans Downtown/French Quarter, tells CNN Travel via email.
Borecki explains that as soon as tour dates for Swift's final North America leg, including three late October shows in New Orleans, were announced, the hotel was inundated with "dozens of phone calls and emails" daily inquiring about room availability. Additionally, the hotel estimates that Swift's three concert days will generate 150% more revenue than the 2025 Super Bowl to be hosted in New Orleans.
Borecki stated, "I doubt I'll ever witness another person or event with such high demand."
Looking at it from a destination marketing viewpoint, there was a potential missed opportunity at the start of the tour on March 17, 2023 in Glendale, Arizona. The City of Glendale changed its name to "Swift City" for the duration of the three-day concert series to commemorate the event. However, some media insiders and social media users pointed out the lackluster proclamation ceremony by Glendale Mayor Jerry Weiers and the failure to capitalize on a clever wordplay like "Eras-ona."
Despite the setback, the city rebounded and saw a significant boost in tourism numbers: hotels experienced a 50% increase in their average daily rates compared to the previous year, along with an impressive occupancy rate of nearly 99% during the event. According to a city spokesperson who spoke with CNN Travel via email.
As Eras continues to set new records, it is evident that hospitality and tourism organizations are taking notice and preparing to seize the opportunity. However, according to Hodak, an expert on fan experience, they need to act quickly.
"This won't be a trend - there won't be another tour like the Eras Tour for a long time, maybe not until Taylor goes on tour again," Hodak comments. "It's been a perfect storm of many factors: Taylor having multiple albums to promote and tour at the same time, a demand for live shows after Covid, and of course Taylor being one of the biggest stars and most astute marketers in the world. It's a once-in-a-lifetime opportunity, and ... brands need to act now."
