With the new year kicking off, it’s the perfect time to reflect on one of last year’s most impactful events and how it reshaped the hotel industry. Taylor Swift’s record-breaking “Eras Tour” sent the hospitality industry into its “Wildest Dreams”, sweeping through major cities like Nashville, Sydney, and Paris and driving unprecedented demand. In the U.S. alone, the tour boosted hotel revenue by an astounding $98.2 million in its first three months. The “Taylor Swift effect” even outperformed events like the Olympics, showcasing the immense revenue potential of major cultural events. Here’s how hotels capitalized on this surge, leveraging the phenomenon to create unforgettable guest experiences, boost direct bookings, and convert first-time visitors into loyal guests through tailored “Swiftie” experiences.
Lessons for Hoteliers: Turn Events into “Gold Rush” Moments
1. Friendship Bracelet Stations and Swiftie-Inspired Touchpoints
Inspired by a fan-favorite tradition, hotels from Miami to Madrid offered friendship bracelet-making stations, where guests could “Make the Friendship Bracelets” just like Taylor sang. JW Marriott Miami Turnberry went all “Out of the Woods” by introducing bracelet stations, photo booths, and even themed cabanas, which generated an impressive $25,000 in extra revenue over two days. This shows that adding interactive experiences personalized to your guests’ interests can make them feel part of something special, creating lasting memories well beyond checkout.
A friendship bracelet-making station at Aloft Tokyo Ginza
2. Immersive and Instagrammable Spaces
Marina Bay Sands transformed into a Taylor-themed “Wonderland”, complete with a “Love Story” pop-up retail shop, Eras-themed decor, and a nightly light show set to Swift’s hits. These Instagrammable spots created a visual spectacle that drew fans in “Style”, enhancing the guest experience and encouraging social sharing. This approach has proven effective—occupancy rates for hotels near concert venues in cities like Sydney and Singapore saw increases up to 65% and 70%, respectively, when using thematic, eye-catching experiences.
One of seven picture-perfect setups for Swifties at Marina Bay Sands
3. Event-Themed Packages and VIP “Lover” Experiences
For fans, just attending the event isn’t enough—they want to immerse themselves in the “Enchanted” vibe all weekend long. Many hotels, like The Elser Hotel in Miami, offered exclusive packages with themed cocktails, concert-ready amenities, and black car service to and from the venue. Marriott Bonvoy, touring sponsor in selected cities, took the shows as a chance to offer fans luxury packages with concert tickets, meet-and-greets, and special perks—making it easy for members to turn their points into unforgettable experiences. This creative approach brought in new guests and gave loyal members an amazing way to engage with the brand.
Marriot Bonvoy advertising their sponsorship of the Eras Tour
4. Personalized Online Messaging: “Speak Now” or Miss Out
With THN’s Personalization platform, Bless Hotel Madrid got Swift fans hooked by adding personalized layers on their website, inviting guests to book the “ultimate concert experience.” Personalization is everything when it comes to driving direct bookings. Perfectly timed Swift-inspired moments, such as well-placed lyrics, can resonate with fans at key booking moments. Simply setting up these campaigns using advanced targeting tools to make sure the right message reaches the right person at the right time is a sure way to drive more direct bookings.
Bless Hotel Madrid ensured that website visitors elevated their stay by purchasing tickets for the Eras Tour
5. Themed Add-Ons for a “Delicate” Touch
Fans love feeling included in the experience, so hotels tapped into their inner “Swiftie” with thoughtfully curated add-ons. From a fun “Champagne Problems” brunch to “Enchanted” photo ops, luxurious “Lavender Haze” spa packages and a “Midnights”-inspired snack box for pre-concert cravings, these creative touches bring the magic to life. The themed extras not only delighted guests but also created shareable moments they’ll cherish “Forever & Always.” On-theme food and beverage offerings can boost ancillary revenue, and unique accommodations like The Taylor Suite at Toronto’s Bisha Hotel showcased the power of imaginative dining and lodging experiences during major events.
“Wildest Dreams” come true in the Taylor-themed bedroom at The Bisha Hotel, where every detail is designed for ultimate “Swiftie” bliss
6. Make Guests Feel Like They’re in “Our Song” with Personalized Messages
The Tower Hotel took its booking experience to the next level for concert-goers when promoting its exclusive “Eras Tour” package. The themed “Are You Ready for It?” offer was automatically highlighted for guests looking at high-demand concert dates, making it easy for them to find and book. With advanced personalization features, the hotel tailored messages and offers to match each visitor’s journey, showcasing prompts that created urgency and excitement. This seamless approach boosted bookings while giving guests a unique, memorable experience tied to their concert plans.
The Tower Hotel’s Smart Personalization Sparks Excitement for Concert-Goers with the ‘Are You Ready for It?’ Package
7. Turning New Fans into Loyalty Members
The “Eras Tour” has brought new faces to hotels, making it an ideal moment to encourage loyalty. Marriott Bonvoy used exclusive VIP packages to draw Swifties into their loyalty program, offering perks like meet-and-greets or luxury seating. With every big event, you have a “Blank Space” to turn new guests into regulars. Offering loyalty perks, such as a small discount or a future booking incentive, encourages guests to return for future stays, making your hotel their preferred choice. In Nashville, repeat bookings rose by over 30% following the tour, highlighting how targeted follow-up communication can turn one-time visitors into loyal customers.
Marriott Bonvoy promoted the chance to win a Taylor Swift Eras Tour package through an Instagram campaign when becoming a Marriott Bonvoy member
Keep Your Hotel in Fans’ “Wildest Dreams”
With 2025 just beginning, the possibilities for the year ahead are endless. Looking back at one of last year’s most impactful events, Taylor Swift’s “Eras Tour” highlighted just how transformative major events can be for hotels—not only as revenue boosters but also as opportunities to craft memorable guest experiences.
The “Swiftie” effect taught us that events like these are more than just busy weekends—they’re a chance to engage guests in creative and meaningful ways. From bracelet-making stations and themed packages to personalized messaging and dynamic pricing, hotels embraced the “Wonderland” vibe to turn one-time stays into unforgettable experiences.
For the year ahead, the lesson is clear: whether it’s a concert, a sports event, or a festive holiday season, hotels have the opportunity to go beyond providing rooms. By creating themed, immersive experiences, your hotel can become part of the event itself, earning loyal guests who want to relive the memories. So, when the next big event rolls around, let your hotel be the stage for extraordinary guest experiences.
