The summer travel season is expected to be especially busy this year, with a surge in demand for flights to European cities where Taylor Swift is performing on her “Eras Tour.” United Airlines reported a 25% increase in bookings to Lisbon, Portugal, and other cities like Madrid, Edinburgh, and Dublin where Swift will be performing in the coming weeks are also seeing a surge in demand. Flights to Milan and Munich for Swift’s shows in July have seen the biggest increase in demand, with up to 45% more passengers compared to last year.
Delta Air Lines is also experiencing an increase in demand for flights to Swift’s European tour, as the airline has added destinations and restored routes that were cut due to the pandemic. Both United and Delta are preparing for record-breaking summer travel, with nearly 3 million passengers expected to fly during Memorial Day weekend alone, representing a 5% increase from last year. Airlines for America predicts that carriers will fly 270 million passengers this summer, a 6% increase from last year.
The surge in flight bookings for Taylor Swift’s tour is just another example of her influence on the economies of the cities and countries she visits. More than 1 million fans are expected to attend her shows in the United Kingdom later this summer, with each fan estimated to spend an average of £642 ($810) on travel, accommodation, and other expenses. This is projected to inject a total of £755 million ($953 million) into the economy, according to a Barclays report. Dr. Peter Brooks, chief behavioral scientist at Barclays, noted that fans of cultural icons like Taylor Swift have a strong connection to the artist and are more inclined to spend money to support their favorite artist.
In response to the increased demand for flights to Europe, airlines like United and Delta are expanding their international summer schedules to accommodate the surge in travelers. United offers flights to European cities from its East Coast hubs at Newark and Dulles, as well as other destinations from hubs in San Francisco, Denver, Chicago’s O’Hare, and Houston. Delta is also adding destinations and restoring routes to meet the demand for international travel this summer. Both airlines are anticipating a busy travel season and are preparing to fly nearly 3 million passengers during Memorial Day weekend.
Overall, the travel industry is expected to see record-breaking numbers of passengers this summer, with carriers like United and Delta expecting a 6% increase in the number of travelers compared to last year. The influence of artists like Taylor Swift on travel demand, also known as “Swiftonomics,” highlights the power cultural icons have in driving economic activity in the cities and countries they visit. As fans flock to see their favorite artists perform, they bring significant economic benefits to the local economies through spending on travel, accommodation, and other expenses.
