Musicians are back on the road and they’re amping up a concert tourism trend that has fans traveling along. Gone are the days of waiting for your favorite act to announce a gig nearby. Today, fans are chasing shows—and available tickets—no matter where the concert takes them.
As Taylor Swift’s Eras Tour continues through the U.S., fans from everywhere are traveling to anywhere to watch her perform, and the hospitality industry is reaping the rewards. In the past three months alone, the Eras Tour has added $98.2 million in hotel revenue, according to STR. Major cities, such as Nashville and Atlanta, have cited economic booms following an Eras Tour weekend, but Taylor isn’t the only artist kicking off a major tour this year. The Jonas Brothers, Coldplay, Bad Bunny and Beyonce are also gearing up for football stadium–sized performances. In the words of Taylor Swift, we’re asking our friends in the hospitality industry, Are you ready for it?
Here are five ideas the hospitality industry can use to tap into concert tourism:
- Concert Packages—Today’s shows are extraordinary productions designed as immersive experiences. Give fans the opportunity to level-up their showtime moment with packaged offerings that make their concert trip better. Consider things like a hassle-free shuttle service between the hotel and concert, late checkout or a tuned-in welcome amenity like a clear plastic purse (mandatory for most stadiums) or a branded concert fan to combat the summer heat.
- Room to Rock—Mower client Sofitel New York is the official hotel of the Tony Awards and offers a Broadway-themed suite featuring memorabilia and props for travelers’ favorite shows. It’s been a winning strategy for the hotel team, and a media darling for our PR team. For hotels looking to generate similar buzz, themed concert rooms could lead to a round of applause from guests and catch the attention of national and local media with the right PR support.
- Themed Offerings—Introduce a unique drink or in-room amenity inspired by the artist or their popular songs, providing concertgoers with a memorable experience that connects where they stay with why they stay.
- Special Events—Fans will be looking for fun things to do outside of the concert. By hosting private pregame events, post-concert brunches or other special programs, businesses can turn a profit by extending the concert-goer’s experience past the performance.
- Engage the Artist—Visiting musicians are already taking over the city, so why not give them the keys? Several cities across the U.S. have been welcoming artists in big ways, like temporarily naming the city after them, displaying large welcome signs and making them “mayor for a day.” These gestures are as big as the stadium performances they’ll command and don’t go unnoticed by the media and dedicated fans.