Taylor Swift’s “Eras” tour has had a significant impact on the hotel industry in cities across the United States, according to data from investment firm Bernstein. The tour, which is expected to go international, has led to increased revenue for hotels in states where Swift performed.
Bernstein’s analysis, dubbed “Swiftonomics,” found that the average revenue generated per room in states during the months of Swift’s visits was more than 4 percentage points above the national benchmark. These states saw revenue per room increase by approximately 7% on average compared to the same periods a year earlier.
The revenue boost was attributed to higher room prices, but hotel bookings also improved in many cases. In Nashville, for instance, hotel occupancy rose more than 30%, and room rates increased more than 50% on concert nights, leading to a doubling of revenue per room for the weekend Swift was in town.
Swift’s tour has also contributed to the hotel industry amid a surge in international tourism by Americans. The international leg of her tour is expected to provide a similar boost to hotels in other countries.
The impact of the “Eras” tour on hotels contrasts with the relatively muted impact of Beyoncé’s “Renaissance” tour, as observed by Bernstein.
Swift’s concerts and other popular culture events this summer have garnered attention from Wall Street and the Federal Reserve, with the latter noting the high hotel bookings during Swift’s stop in Philadelphia. The boost in hotel revenue in Philadelphia during the tour was particularly significant, with occupancy up 11%, and revenue per available room increasing by 59% on average during the concert nights.
Swift recently announced that a filmed version of her tour would premiere in theaters in October, likely extending the economic impact of her tour.
