Executive Summary
Taylor Swift's "The Eras Tour" has become a worldwide phenomenon and is the highest-grossing world tour of all time. Due to an increase in leisure travel in 2023, concerts, festivals, and live events are magnificent opportunities for hotels to harness major artists' influence on the public. The central question driving this study is: How has Taylor Swift's "The Eras Tour" affected the hotel lodging industry compared to pre-pandemic levels, and what are the implications for the future? This study analyzes data from key performance indicators (KPIs) from markets that Swift has performed thus far and compared them to their shouldering 2019 averages. The reported markets show the highest KPIs increase resulting from Swift's performances. "The Eras Tour" positively impacted markets in both the US and South America and returned performance levels to higher than pre-pandemic levels. This research underscores the critical need to recognize the impact of "The Eras Tour" on the lodging industry and how crucial it will be for hotel success in the future.
Recommended Citation
Hoff, Samantha P.; Gersh, Iris; and Ogbeide, Godwin-Charles
(2025)
"The Effect of Taylor Swift’s “The Eras Tour” on the Hospitality Industry,"
ICHRIE Research Reports: Vol. 10:
Iss.
1, Article 2.
DOI: www.doi.org/10.61701/383063.219
Available at:
https://via.library.depaul.edu/ichrie_rr/vol10/iss1/2
