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As it becomes clearer that Taylor Swift fans are more than happy to pay top dollar\u00a0for their concert-going vacations, five-star hotels are starting to court the sequin set.<\/p>\n
In London, the plush\u00a0Four Seasons Hotel London at Park Lane<\/a>\u00a0has unveiled its own \u201cgig-tripping package,\u201d ahead of Swift\u2019s series of eight\u00a0Eras Tour shows at Wembley Stadium, which begins on June 21. Though it\u2019s best known for its 10th floor\u00a0spa with spectacular views of London and destination restaurant Pavyllon\u00a0from star chef Yannick All\u00e9no, it\u2019s significantly turning up the volume this summer.<\/p>\n Among other perks, guests who book the package will find karaoke machines in their rooms\u2014an invitation\u00a0to belt their hearts out before or after the shows.\u00a0Besides that, there are glittery\u00a0welcome drinks, portable phone chargers for the show (also\u00a0glittery)\u00a0and friendship bracelet-making kits, an Eras Tour tradition. All this adds\u00a0\u00a3200 ($319)\u00a0to each booking on top of the standard room rates, which run around \u00a31,000 a night in June\u2014up to a\u00a020% markup, depending on how long you stay.\u00a0<\/p>\n Given the strong data supporting\u00a0the \u201cTaylor Effect\u201d\u2014a rise in spending tied to Swift\u2019s shows\u2014all around the world since the tour start in March 2023, it was only a matter of time before the hotel industry attempted to cash in with add-ons. Last year,\u00a0the first leg of her US tour\u00a0contributed $4.3 billion to gross domestic product, according to\u00a0estimates<\/a>\u00a0from Bloomberg Economics.\u00a0And Four Seasons is not the only hotel brand trying to get in on the fun:\u00a0Marriott International Inc.<\/a>\u00a0has used Swift\u2019s popularity to\u00a0court new loyalty members with sweepstakes packages<\/a>\u00a0<\/strong>and\u00a0hotel events in such cities as Madrid and Stockholm.<\/p>\n Raquel Pirola, Park Lane\u2019s marketing and sales director,\u00a0says her team came up with the amenity as they saw more guests, particularly Gen Z and millennial travelers, working Four Seasons stays into itineraries that are driven primarily by concerts\u2014not just in London but all around the world. The amenity comes ahead of the Swift tour dates, but it can be personalized around other concerts happening this summer, she says, citing excitement around the\u00a0British Summer Time festival<\/a>\u00a0in\u00a0neighboring Hyde Park. The lineup\u00a0includes Kylie Minogue, Stevie Nicks and SZA.\u00a0<\/p>\n \u201cIn recent years, entertainment and cultural events have started to really drive\u00a0luxury travel trends,\u201d says Pirola,\u00a0adding that she\u2019s seen Americans booking the gig-tripping package. Luxury is the key word: A\u00a0report from Skyscanner says 44% of US adults are willing to travel short-haul to see their favorite acts live, but only 18% are willing to fly long-haul for the same reason.<\/p>\n Still, the demand is significant enough to fill planes crossing the Atlantic.\u00a0Data from\u00a0United Airlines Inc.<\/a>\u00a0shows bookings\u00a0for US flights to Milan during Swift\u2019s tour dates in July are up 45% compared with the same period last year. Demand\u00a0to Munich is similarly high, with bookings\u00a0up 40% during the Eras shows.<\/p>\n The billionaire superstar is also outshining the Olympics, according to data from travel agency Embark Beyond shared exclusively with Bloomberg, which showed Swift being a\u00a0bigger driver of demand to Paris for luxury travelers\u00a0<\/a>than the upcoming games in Paris. For example, the Shangri-La\u00a0Paris saw a 120% increase in bookings over Swift\u2019s travel dates in May, giving the palace hotel a revenue boost before peak summer season, according to data from the hotel shared with Bloomberg. The Shangri-La has launched a concert concierge in response; the hotel\u2019s teams can arrange things like pre-show beauty services to help guests get bejeweled before the gigs.\u00a0<\/p>\n Pirola is confident that the story will play out similarly in London, where data from Barclays shows the Eras Tour is likely to provide a\u00a0\u00a31 billion boost to the UK economy<\/a>.\u00a0\u201cGuests will no doubt find a Swiftie\u00a0or two to exchange friendship bracelets with here at the hotel,\u201d she says.<\/p>\n But there may be signs that hotels are coming into the phenomenon too late. Even as Swift continues to smash records, demand for concerts is fading, with some mid-tier\u00a0acts struggling to sell tickets. Bad Bunny and the Black Keys have canceled tour dates this summer, while Jennifer Lopez canceled her entire tour.\u00a0<\/p>\n For Swifties, getting a chance to sing\u00a0London Boy\u00a0<\/em>inside a room\u00a0at one of London\u2019s top hotels could be a dream come true. But the hotel is aware that it\u2019s not for everyone. Pirola says that the rooms are soundproofed well enough that guests blasting their hearts out to one of Swift\u2019s chart-topping hits ahead of the Eras tour won\u2019t keep any of their neighbors up at night.\u00a0<\/strong><\/p>\n<\/div>\nSubscribe to The Broadsheet newsletter to stay updated on the world’s most powerful women in business. Sign up<\/a> for free.<\/div>\n