Taylor Swift Fans Fuel Surge in European Air Travel, United Reports
Are air travelers ready for it? As the summer season officially kicks off, Taylor Swift fans are set to make it even busier. United Airlines has revealed a significant spike in demand for flights to Lisbon, Portugal, where Swift will perform on her “Eras Tour.” This weekend alone has seen a 25% increase in bookings compared to last summer. This surge in travel, driven by fans eager to catch her concerts, is a key factor in the rise of European travel. United reports that Taylor Swift fans are indeed boosting European travel, with many opting for concert tickets that are significantly cheaper than in the US.
United has also reported a surge in bookings to other European cities where Swift will be performing in the coming weeks, including Madrid, Edinburgh, and Dublin. Particularly, flights to Milan and Munich for her July shows have seen the biggest increase in demand, with a 45% rise compared to last year.
The airline connects these cities from its East Coast hubs at Newark and Dulles, and also from other hubs in San Francisco, Denver, Chicago’s O’Hare, and Houston.
Delta Air Lines is also experiencing a rise in demand for flights to Swift’s European tour destinations. The airline is prepared, flying its largest-ever international summer schedule by adding new destinations and restoring routes that were cut during the pandemic.
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Both airlines are bracing for record-breaking summer travel overall. Delta and United are expected to fly nearly 3 million people during Memorial Day weekend alone, a 5% increase from last year. According to Airlines for America, a group representing major US airlines, carriers are expected to fly 270 million passengers this summer, up 6% from last year.
The 'Swiftonomics' Phenomenon
This increase in bookings is yet another example of “Swiftonomics,” showcasing Taylor Swift’s remarkable ability to influence the economies of the cities and countries she visits on her global tour.
More than 1 million Swifties are expected to attend her shows in the United Kingdom later this summer. Fans are projected to spend an average of £642 ($810) on travel, accommodation, and other expenses, contributing a total of £755 million ($953 million) to the economy, according to a recent Barclays report.
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Dr. Peter Brooks, chief behavioral scientist at Barclays, explains, “When it comes to cultural icons like Taylor Swift, supporters have a strong connection to the artist and the rest of the fandom, making the desire to spend even more powerful.” This phenomenon is reminiscent of the fan frenzy seen with Elvis and Beatlemania in the 50s and 60s.
So, as Taylor Swift's "Eras Tour" continues to captivate fans worldwide, the ripple effects are being felt far beyond the concert venues, boosting air travel and economies across Europe.
