When Taylor Swift’s Eras tour arrives in Singapore next year, Rjay Ignacio expressed his determination to be there, regardless of whether or not he has a ticket. According to Ignacio, Taylor Swift has a massive fan base in Asia, making it highly unlikely to secure a ticket. However, that doesn’t deter him from making travel plans. Even if he can’t get a ticket, he still intends to travel to Singapore and listen to the performance from the parking lot.
The trend of traveling to attend events has seen an increase this year, as reported by Deloitte in their study titled “The Experience Economy Endures.” Based on a survey of 3,500 Americans, the report highlights that common motivations for travel, such as spending time with loved ones and relaxation, have remained relatively steady. However, special events and romantic getaways have seen a surge in popularity, likely due to pent-up demand after the pandemic.
Farhan Abrol, a resident of San Francisco, stated that although the pandemic halted travel and major events, there is now a rebound happening. He attended the French Open and Wimbledon in the past month and believes that luxury is a common reason to travel, but it doesn’t align with millennial spending habits. For this age group, it’s more about collecting stories and experiences rather than material possessions.
Kanyarat Teawprasong, a resident of Bangkok, managed to secure tickets to Swift’s show in Singapore during a challenging ticket pre-sale that attracted over 1 million online queues. She and her boyfriend are now planning a three-day trip to Singapore, which will be her fifth visit to the city-state, always for concerts. She shared that attending concerts abroad allows her to travel to different countries while enjoying the live music experience. Sometimes, she chooses to see her favorite groups in other countries to secure the best seats.
Cities like Singapore that attract major events, such as Swift’s tour, will witness a significant influx of foreign cash into their hotels, restaurants, and tourist attractions. According to research by QuestionPro, Taylor Swift fans, also known as Swifties, spend an average of $1,330 on tickets, food, and travel. However, international travelers tend to spend even more, especially considering the rising travel costs associated with high-profile events. To cater to these travelers, companies are emerging that offer packages combining event tickets with hotel stays and additional activities.
Live Nation launched Vibee in April, selling packages for events like the Austin City Limits Music Festival and U2:UV’s shows in Las Vegas. These packages provide a combination of concert experiences and curated activities. The president of Vibee, Harvey Cohen, believes that the intersection of music and travel will continue to grow stronger.
To avoid the astronomical surge in hotel prices during Swift’s tour, some travelers have opted to book accommodations well in advance. Wid, a resident of Jakarta, shared that one of his friends booked a hotel in Singapore before the tour tickets even went on sale. Nan Palmero, an American traveler, faced inflated prices for accommodations and flights during the 2022 FIFA World Cup in Doha. He eventually secured a two-bedroom apartment managed by Accor. Ignacio expects his airfare to attend Swift’s concert to be quite expensive. To save money, he plans on flying to Malaysia first and then taking a six-hour bus ride from Kuala Lumpur to Singapore, potentially saving up to $400.
Overall, the trend of traveling to attend events continues to rise, driven by the desire to experience unique performances and create lasting memories. Fans are willing to go to great lengths, both financially and logistically, to be part of these live music experiences.
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