Key Takeaways
During the tour’s European dates, American searches for accommodations on Airbnb surged nearly 70%. American guests accounted for nearly one-third of Airbnb bookings in Europe during the tour, and more than two-thirds of booked stays were made by women. In 2023, Airbnb travel during the tour generated an estimated economic impact of more than $77 million. For the remaining North American dates of the tour, searches on the platform surged more than 1,300%.
It’s not been a cruel summer for Swifties as Taylor Swift’s highly anticipated tour continues to wow audiences across Europe. New research shows that Americans are searching for Airbnb accommodations during the tour’s European legs by nearly 70% compared to the same time last year.1
More than two-thirds of American guests booked during Taylor’s European tour identify as women, and Americans make up nearly one-third of guests booked in European destinations during her tour.
Swifties are driving passion tourism as they make their way through the woods to Europe. This wave of “event vacations” is a major trend driving travel this summer, demonstrating the powerful connection between cultural moments and planning trips to coincide with major events. It also highlights the potential power of Taylornomics ahead of the tour’s return to North America later this year. Last year alone, more than 250,000 guests checked into Airbnb listings during her U.S. concert tour.
Taylor’s Spotlight: Through the Woods to Europe
Taylor will continue touring in Europe through the summer before returning to North America in the fall to conclude the tour. For travelers around the world, here are some destination highlights from Taylor’s tour dates.
London, UK: Farewell, London. Despite already being a popular tourist destination, London has seen a noticeable increase in searches. When tickets for Taylor’s show went on sale, searches for Airbnb tripled compared to the previous month. 3 Edinburgh, UK: This Scottish capital city saw searches increase by more than 500% when tickets went on sale in July 2023. 4 Paris, France: During the weekend in May when Taylor was in Paris, bookings by American travelers alone increased by more than 60% year-on-year, indicating that many Americans are flying overseas to see Taylor perform. 5
Fans around the world are also eagerly awaiting Miss Americana’s big return to North America, with interest soaring for the tour’s final show, with searches on the platform soaring by more than 1,300 percent for the remaining North American dates of the tour.6
Miami, USA: Miami is gearing up for Taylor’s return as fans prepare for three highly anticipated shows in October, with searches for her concert dates surging by more than 500%. Indianapolis, USA: Indianapolis is having a record-breaking year, welcoming a surge in large one-off events with demand reaching an all-time high, with searches for her concert dates surging by nearly 7,000% this year. Toronto, Canada: One of the tour’s two Canadian stops, Canada’s largest city became a Swiftie hotspot with six shows, with searches surging by more than 1,200% for her concert dates. Vancouver, Canada: Taylor closes out her tour with three shows in Vancouver, with searches for this destination for concert dates surging by more than 3,000%.
Swifties’ top cities across the US
So which Swift fans will be donning friendship bracelets and sparking love stories in Europe this summer? Here are some of the major U.S. cities with the highest percentage of guests booking European trips to coincide with Taylor’s tour:
Crozet, VA; Yuba City, CA; Quincy, MA; Montclair, NJ; West Hollywood, CA; Charlottesville, VA; Arlington, VA; Chapel Hill, NC; Ann Arbor, MI; Baton Rouge, LA
The Economic Impact of Swiftnomics
Taylor’s impact extends beyond packed concert venues, providing a huge boost to local economies. The U.S. Travel Association estimates that her U.S. tour could generate more than $10 billion in local economic impact from fans’ lodging, dining, travel, and merchandise purchases.8 In 2023, Airbnb travel during the tour could generate an estimated $77 million more in local economic impact.9
Support local businesses and communities
Airbnb hosts help cities accommodate an influx of guests during major events, providing flexible, affordable lodging options while benefiting local hosts and businesses. For Swifties, the impact on concert tour tourism extends beyond the host city. The halo effect on surrounding areas is noticeable, with guests streaming into neighboring towns, boosting economic activity in areas that typically don’t see as many tourists. In 2023, Airbnb guests traveled to more than 100,000 cities and towns around the world, making it the most distributed year of travel on the platform. In the United States, nearly 600 cities and towns welcomed their first guests, showing that Airbnb travel remains a popular way for people to experience new places.
As Taylor’s tour continues through the summer and fall, hosts will be welcoming guests from all over the world. Check out these ultimate Swiftie stays inspired by the tour albums.
1. Search for tour dates from June 20, 2023 – March 31, 2024 compared to searching for tour dates from June 20, 2022 – March 31, 2023.
2. Airbnb internal data: Total guest check-ins during Taylor’s tour weekend concert dates in the U.S. in 2023, including Atlanta, Boston, Central Florida Gulf Coast, Chicago, Cincinnati, Dallas, Detroit, Houston, Jersey City, Las Vegas, Minneapolis, Nashville, Philadelphia, Phoenix, Pittsburgh and Tarrant County.
3. Airbnb internal data: Searches for stays in London from 21-23 June 2024 and 15-20 August 2024 in July 2023 compared to searches for the same dates in the previous month.
4. Airbnb internal data: Searches for accommodation in Edinburgh from 8-9 June 2024 in July 2023 compared to searches for the same dates in the previous month.
5. The increase in the number of U.S. overnight stays in the Paris area from May 9-12, 2024 compared to the same period last year, from May 11-14, 2023
6. Airbnb internal data: Searches during tour periods in Indianapolis, Miami, New Orleans, Toronto and Vancouver from June 20, 2023 to March 31, 2024 compared to the same period last year.
7. US cities with the highest percentage of room nights booked for Taylor’s tour EU concert dates between June 20, 2023 and March 31, 2024.
8. U.S. Travel Association: Taylor Swift Impact – Over $5 Billion in Five Months, 09/19/2023.
9. Estimated economic impact based on internal analysis using the IMPLAN Economic Impact Model, which assesses direct, indirect and induced economic activity from Taylor’s 2023 U.S. tour dates.
About Airbnb
Airbnb was born in 2007 when two hosts welcomed three guests to their San Francisco home. Since then, it has grown to more than five million hosts who have welcomed more than 1.5 billion guests in nearly every country around the world. Every day, hosts provide unique stays and experiences that help guests connect with their community in a more authentic way.
About Airbnb.org
Airbnb.org is a nonprofit organization that helps people find temporary housing in times of crisis around the world. Airbnb.org operates independently and uses Airbnb, Inc.’s technology, services, and other resources, at no cost to them, to fulfill its charitable purposes. Airbnb.org began in 2012 when a host named Shel opened his home to victims of Hurricane Sandy. This sparked a movement and was the beginning of a program that allows Airbnb hosts to provide housing to people in need. Since then, the program has evolved to focus on emergency response, helping to provide housing to evacuees, relief workers, refugees, asylum seekers, and frontline workers fighting the spread of COVID-19. Since then, hosts have opened their homes and helped provide housing to 100,000 people in need. Airbnb.org is a separate and independent organization from Airbnb, Inc. Airbnb, Inc. does not charge a service fee for stays that Airbnb.org supports on its platform.
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