Revenue-boosting lessons from Taylor Swift’s tour that can lead to direct channel success this year
Feb 28, 2025
Looking back at one of the most impactful events of 2024, Taylor Swift’s “Eras Tour” demonstrated the immense potential for hotels-not just as a place to stay, but as an immersive extension of the experience itself. From themed packages to social media-ready spaces, hotels that embraced the “Swiftie” effect saw a spike in bookings and long-term loyalty. The key lesson? Events are more than just moments of peak occupancy-they’re opportunities to create memorable experiences that keep guests coming back.
Key takeaways
- Immersive & instagrammable spaces: Hotels that incorporated themed decor, pop-ups, and visual spectacles (like Marina Bay Sands’ Taylor-themed “Wonderland”) saw increased engagement and occupancy rates-up to 70% in some cities;
- Event themed packages & VIP experiences: Exclusive offerings such as luxury transportation, themed cocktails and concert-ready amenities helped hotels extend the event experience beyond the venue;
- Personalized online messaging: Hotels using targeted digital strategies, such as Bless Hotel Madrid’s Swift-inspired booking campaigns, effectively captured direct bookings by appealing to fans’ emotions;
- Themed add-ons for a unique stay: From “Champagne Problems” brunches to “Lavender Haze” spa packages, creative, themed extras increased guest satisfaction and boosted ancillary revenue;
- Turning new guests into loyal customers: Loyalty programs, such as Marriott Bonvoy’s VIP Swiftie perks, encouraged repeat bookings, with some hotels seeing a 30% increase in post-tour return guests.
Get the full story at The Hotels Network
