Asia Pacific Concerts by Taylor Swift and Coldplay Spark Surge in Travel Demand

A noteworthy trend emerged as well – most travellers were searching for shorter trips lasting a few days, rather than the traditional stays of over a week. This shift indicates that these concerts had a substantial impact on leisure travel, surpassing business travel during the same period.

Singapore 

Singaporeans and music lovers worldwide eagerly embraced the concerts of both Taylor Swift and Coldplay. Two significant travel search spikes occurred during this period. The first surge in week 24 coincided with the announcement of Coldplay’s concert, while the second spike in week 27 correlated with the sale of Taylor Swift’s concert tickets. Overall, total searches for trips to Singapore surged by an average of 18% week-over-week between weeks 23 and 27, covering both concert announcements.

Travellers displayed a preference for short getaways, with searches for trips within a week growing by 20% during the same period. This data underscores the concerts as the primary driving force behind this increase in comparison to the previous weeks.

Japan

Japan, a nation known for its love of music and fandom culture, also experienced a surge in domestic and international travel searches following Taylor Swift’s concert announcement. The announcement of lottery results for her concert in Japan on 25 July 2023, triggered an average uptick of 15% in domestic searches between weeks 28 and 30, with international searches to Tokyo also increasing by 10% between weeks 29 and 30. Notably, international searches from neighbouring countries to Tokyo spiked by an impressive 32% week-on-week from weeks 29 to 30.

Inbound travellers from various Asia-Pacific countries, including Australia, Indonesia, South Korea, Malaysia, and Thailand, exhibited a keen interest in both shorter and longer trips. This suggests that they are not only attending the concert but also extending their stay for leisure purposes.

A Sky Full of Air Travellers