The Taylor Swift surge in business includes European and US Airbnb bookings
The Taylor Swift travel effect is driving more than high hotel rates and airfare. The pop music diva is also driving a booming business at Airbnb through the end of this year.
Searches for Airbnb listings by Americans looking for stays during the European dates of Swift's "The Eras Tour" are up 70%, the company reported this week. Americans also account for nearly a third of European Airbnb bookings during this summer's European leg of the tour. But it's more than just European Airbnbs seeing a Swift bump this year.
Search volume for Airbnbs in the remaining North American cities on the tour — Miami, New Orleans, Indianapolis, Toronto and Vancouver — is up more than 1,300%.
"This wave of 'event-cations' is a major trend driving travel this summer, showcasing the powerful connection between cultural moments and building travel plans around big events," reads the Airbnb report. "It also highlights the potential power of Taylornomics before the tour returns to North America later this year. Last year alone, more than a quarter of a million guests checked in to Airbnb listings during her US tour concert dates."
Airbnb searches tripled for listings in London once tickets for Swift's tour dates in the U.K. city went on sale ("The Eras Tour" will return for two stints in August after wrapping a first appearance this past weekend). Bookings by Americans for Airbnb stays in Paris during the Swift concert dates in May were up 60% from a year ago.
Related: The best hotels in Paris in 2024
Those still looking for a place to stay during the remaining North American leg of "The Eras Tour" should book fast: Searches for Airbnb stays during the October arc of the tour in Miami are up more than 500%. It's a more than 1,200% spike in search volume during the Toronto tour dates, and search volume is up a whopping more than 3,000% for the Vancouver dates — the last three nights of the entire tour.
The surge in Airbnb bookings amid "The Eras Tour" isn't exactly a shock: The U.S. Travel Association estimated last fall that the tour's entire economic impact on the U.S. likely surpassed $10 billion.
Hotel executives around the world noted the concert was a major draw for travelers and helped boost business.
"The Taylor Swift model is absolutely factored in. It's the new line item in revenue management," Dimitris Manikis — Wyndham's president of Europe, the Middle East, Eurasia and Africa — told TPG last fall. "How do we actually maximize it? It was always sports events, but now it's not just sports anymore. It's everything. Airlines are now factoring it. Cities are factoring it."
"Our hotels have seen huge surges in demand and [average daily rates] during Taylor Swift's 'The Eras Tour' with a city's [hotel performance] nearly doubling during her concert dates," Marriott CEO Anthony Capuano said last year during a company analyst meeting. "Customers want to be at these events and enjoy these experiences in person."
The question that remains, however, is what will happen to hotel rates next summer if there isn't a Swift concert to drive all this international travel?
Related reading:
TPG featured card
at American Express's secure site
Terms & restrictions apply. See rates & fees.
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 5X | New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App. |
| 3X | Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines. |
| 2X | Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Pros
- Valuable dining and food-related credits
- Flexible rewards with airline and hotel transfer partners
- Multiple travel and purchase protections
- No foreign transaction fees
- Access to Amex Offers for additional savings (enrollment required)
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $8,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- New! Earn 5X Membership Rewards® points on prepaid hotel stays booked through AmexTravel.com or the Amex Travel App.
- Earn 3X Membership Rewards® points on flights booked through AmexTravel.com, the Amex Travel App, or purchased directly from airlines.
- Earn 2X Membership Rewards® points on prepaid car rentals booked through AmexTravel.com or the Amex Travel App and cruises booked and paid through AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- Pay It® lets you tap in the American Express® App to quickly pay for small purchase amounts throughout the month and still earn rewards the way you usually do. Plan It® gives you the option to split up big purchases into equal monthly payments with a fixed fee. You’ll know upfront exactly how much you’ll pay.
- Updated! $120 Dining Credit: Earn up to a total of $10 in statement credits monthly when you pay with the Gold Card at Grubhub (including Seamless), Buffalo Wild Wings, Five Guys, The Cheesecake Factory, and Wonder. This can be an annual savings of up to $120. Enrollment required.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year at over 10,000 qualifying U.S. Resy restaurants after you pay for eligible purchases with the American Express® Gold Card. That’s up to $50 in statement credits semi-annually. Enrollment required.
- $84 Dunkin' Credit: Earn up to $7 in monthly statement credits after you pay with the American Express® Gold Card at U.S. Dunkin’ locations. Enrollment required.
- $120 Uber Cash on Gold: Enjoy up to $120 in Uber Cash annually with your Gold Card. Just add your Card to your Uber account and you'll get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an Amex Card for your transaction.
- New! As an American Express® Gold Card Member, you can enjoy complimentary Hertz Five Star® Status. Enjoy benefits like skipping the counter at select locations, adding an additional driver at no additional cost*, and vehicle upgrades**. Benefit enrollment and Hertz Gold+ registration are required. *Additional drivers must meet standard rental qualifications and must be a spouse or domestic partner to qualify as complimentary. Other additional drivers subject to fees. **Benefits are subject to availability and vary by location. Additional Hertz program Terms and Conditions including age restrictions apply.
- Take advantage of a $100 credit towards eligible charges* at over 1,300 upscale hotels worldwide when you book The Hotel Collection through AmexTravel.com or the Amex Travel App **. *Eligible charges vary by property. **The Hotel Collection requires a two-night minimum stay.
- Book your travel through the Amex Travel App with added peace of mind – backed by American Express® service and support. Only for American Express® Card Members.
- Whenever you need us, we're here. Our Member Services team will ensure you are taken care of. From lost Card replacement to statement questions, we are available to help 24/7.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.