Pricey hotels, flights to Europe: Thank Taylor Swift for a Cruel Summer of travel
Seven months, 152 shows, five continents, and over a billion dollars generated.
When Taylor Swift, a 34-year-old American pop singer, commenced her Eras Tour on March 17, 2023, no one in the music industry was...'Ready For It'.
Today, the Eras Tour is the highest-grossing tour in history and has made Taylor a billionaire. Experts have even coined a new term for this phenomenon: "Taylornomics or Swiftonomics", referring to how Swift's tour has boosted the world's economy by around $5 billion globally.
However, let's be honestânot everyone is a Swift fan (I'm sorry Swifties, that is the truth), or can afford to attend her concerts (ticket prices can go as high as Rs 1 lakh per person).
But the tour has created chaos for those wanting to travel to the cities where Taylor's concerts are being held. Let us tell you how.
It's going to be a 'Cruel Summer' for you
Many people are making travel plans around Taylor Swift's tour. However, the contrary is also true: the tour has disrupted many people's travel plans.
Europe is, anyway, jam-packed with tourists during summer. A recent Associated Press report shows that tourism this year is expected to exceed 2019 records.
Similarly, last year, Europe faced the problem of tourism, with travellers from all over the world travelling to Europe seeking warm weather, sandy beaches, and lively atmospheres and iconic landmarks.
If you're travelling to the cities where Taylor is performing, expect more than just friendship braceletsâovercrowded tourist stops, expensive flight tickets, and skyrocketing hotel prices.
But before getting into the details of it, have a look at the next few places where she will be performing her concerts.
Taylor Swift's Eras Tour dates, venue and stadium name. Table: Author
Her first performance of this European tour was on Saturday, June 29, in Dublin, Ireland, where prices surged due to thousands of tourists arriving just to see the concert.
We found a similar pattern of price increases in hotels in Amsterdam, Hamburg, Milan, and other cities during the two to three days when the tour is taking place.
For instance, Easy Hotel, a property in Amsterdam that describes itself as a 'modern budget hotel' located 1.8 kilometres from the Johan Cruijff stadium, has increased its prices specifically for the Eras Tour weekend.
The hotel, which is fully booked on July 4, is charging Rs 37,665 for a Superior Double Room on July 5 and 6, while the same room is normally priced as low as Rs 7,850 on other weekends.
This is more than double their regular rates.
East hotel prices on July 30 and 31. Photo: Easy Hotel
Easy Hotel prices on July 5 and 6. Photo: Easy Hotel
Now, let's do the same for Milan, where Taylor is performing on July 13 and 14 at a stadium called San Siro.
For Milan, we picked the Radisson Blu Hotel, which is around 4.7 kilometres away, and it will take a 14-minute drive to reach the stadium.
On the days of the concert, i.e., on July 13 and 14, a Superior Room will cost you around Rs 20,000, whereas the same room is available for Rs 14,400 or Rs 12,000 (for pre-paid) a few weeks later.
Radisson Blu Milan Tariff on a regular weekend. Photo: Radisson Blu
For Hamburg, we picked the Mercure Hotel Hamburg am Volkspark, a hotel situated 2.4 kilometres away from Volksparkstadion, the stadium where Taylor is performing on July 23 and 24.
Mercure Hotel Hamburg am Volkspark is a four-star hotel that has no rooms available on those dates, which, by the way, is not a weekend. Interestingly enough, rooms were available the following week.
No rooms are available on the days Swift's concert. Photo: Mercure Hotel
Komal Seth, the founder and director of Linkin Reps, who has been in the travel industry for almost 15 years, says, "The magic of Taylor Swift's concerts will undoubtedly bring a surge in tourists, driving up demand for flights, accommodations, and local services. Expect hotel rates to jump by 20-50 per cent and flight prices to soar as the concert dates draw near. Even neighbouring cities will feel the ripple effect as fans seek nearby alternatives."
Komal adds that she recently attended Coldplay's concert in Singapore and personally observed a significant surge in travellers both before and after the concert.
"Hotels were fully booked months in advance, and prices skyrocketed by nearly 50 per cent. The demand for flights was equally intense, making early bookings a necessity. Notably, the surge was even higher after the concert, as many attendees flew in specifically for the event and then travelled around the region afterwards," she says.
According to Komal, "This summer, the top three places where the most significant price hikes due to the Eras Tour are London, Amsterdam, and Milan, as these cities are not only hosting Taylor Swift's concerts but are also major tourist hubs during the summer. Consequently, hotel rates and flight prices will likely substantially increase."
Within the next two months, Taylor is set to perform in 10 cities across Europe.
High ticket prices
- Apart from the rise in hotel prices and overcrowded tourist spots (with thousands of fans coming from all over the world to attend the shows), flight tickets are also seeing a significant increase in prices.
- United Airlines, a major American airline, reported that prices of flight tickets to Lisbon, Portugal, and Madrid, Spain from America have increased by around 25 per cent compared to last year.
Flight tickets are also seeing a significant increase in prices. Photo: Unsplash
- The airline also stated that the surge is expected to continue over the summer as fans flock to European cities, where concert tickets are significantly cheaper than for American domestic tour dates.
- Milan has seen the biggest surge in United passengers this summer, with demand up 45 per cent for Swift's show in July compared to last year.
How is music tourism driving travel this year in India?
Rajeev Kale, president & country head of holidays, MICE and Visa at Thomas Cook, an Indian travel agency, says that travel and music have always been powerful drivers connecting people across the world.
"Our data shows that music tourism is a big opportunity, with a surge in demand of 20-25 per cent since the pandemic. Transcending age barriers, demand drivers include music enthusiasts across a range of segments - of millennials/Gen Z, DINKs (dual income no kids) to ad hoc groups of friends and the corporate B-leisure set."
He further says that the recent tours of Taylor Swift have only served to accelerate demand.
Music tourism has seen a surge in demand of 20-25 per cent since the pandemic. Photo: Getty Images
But why? Daniel D'Souza, President & Country Head of Holidays at SOTC Travel attributes this hike to a burgeoning middle class and a 'growing appetite for unique experiences'.
"The younger Indian traveller segment - millennials, GenZ, and working professionals are now willing to spend and travel across the globe just to watch their favourite artists perform live, and we foresee this trend to continue over the next few years," he says.
How to navigate your travel plans this summer?
If you're visiting Europe in the next few months to experience their summer, be aware that, apart from the Schengen Visa, the Eras Tour might also pose a challenge.
- Komal says to navigate this thrilling yet pricey travel season, one can beat the rush by securing your flight and accommodations early.
- Use third-party apps that can scan through the flight tickets and get you the cheapest rate possible- and try booking at odd hours, when you know there will be less rush on the site.
- Think outside the box by staying in charming neighbouring towns and making a day trip to the concert – a more economical and scenic option.
Prices for the Eras tour ticket go as high as USD 11,000. Photo: Unsplash
- Rohit Khattar, founder of IKIGAI, Your Travel Genie, advises usto avoid planning during this season if possible to save money. "Plan your trips during shoulder seasons," he says.
- He also says to plan for smaller towns or villages instead of bigger cities, 'if you prefer less madness around you'.
- For instance, if you are planning to visit Amsterdam, The Netherlands,opt for neighbouring cities like Rotterdam, Utrecht or The Hague.
- Similarly, choose places like Lucerne, Basel or Winterthur instead of Zurich, Switzerland.
- For Milan, Italy, think of neighbouring cities like Bergamo, Como, Turin, and so on.
"Plan your stay away from the main town, but it should be well-connected by public transport so that it's convenient for you to commute," says Rohit.