The huge impact the Taylor Swift travel effect is having on the industry
The Taylor Swift travel effect is a thing.
Since Taylor Swift started her Eras Tour in the US in March 2023, significant “consumer behaviour” shifts have been seen and tracked by the travel industry.
Online searches have surged for concert destinations around the world.
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And Opodo, an online agency, has just looked into searches to cities over the dates of Taylor Swift events in 2024 and compared these to searches to the same cities over the same dates last year.
An insider says searches on their website for Stockholm increased 473 per cent year-on-year for May 17 to 19 (the concert dates).
Warsaw searches increased 339 per cent over Taylor’s August dates.
Edinburgh grew 176 per cent and Liverpool 133 per cent respectively.
And coinciding with Taylor’s May tour dates for Paris, searches were up 108 per cent.
An Opodo spokesperson says: “US travellers lead the board globally for the most searches over concert dates to Paris, Madrid, Dublin, Amsterdam, Zurich, Hamburg and London.
“In the UK, Brits take the leaderboard for the most searches for travel to Lisbon, Warsaw, Edinburgh and Cardiff over her tour dates.
“Australians willing to make a long-haul Taylor Swift pilgrimage, on the other hand, are heading to London over any other Swift-tour destination. Aussies rank second for searches to travel to London over her dates there (June 21 to 23), behind first-place interest from Americans.”
SAILING SWIFTIES
According to Taylor Swift’s lyrics … karma is the breeze in my hair on the weekend.
But according to a company called Events at Sea, karma is a cruise.
They have a fan-led, three-night Taylor Swift-themed cruise on Ovation of the Seas.
It sails from Sydney on February 20, 2025.
It will be hosted by Events at Sea’s founder Laura Clarke, and will be full of Taylor-themed activities (with most titles bouncing off Taylor song titles or lyrics):
+ Shake It Off Shake Up welcome mixer.
+ You’re On Your Own Kid friendship bracelet-making party.
+ Red clues rendezvous scavenger hunt.
+ Look What You Made Me Do dance rebellion.
+ Sing It Like Swift karaoke.
+ Teardrops on My Trivia: The Ultimate Swift Quiz with prizes to be won.
Laura Clarke says: “It’s more than a vacation; it’s a gathering of friends, united by our love for Taylor’s artistry. Let’s keep the Taylor magic alive in 2025.”
Cruise packages start at $632 per person, with cruise, port fees, taxes, gratuities, accommodation, all meals and snacks are included. Prices are per person for double occupancy staterooms. Pricing for single, triple and quad occupancy staterooms are available. There must be at least one adult age 18 or above occupying each stateroom.
