United Airlines doesn’t have any bad blood with Taylor Swift, quite the contrary, as the pop star is driving up demand for its flights.
At the Skift Global Forum in New York on Wednesday, a United executive said the carrier has seen a 25% uptick in demand for flights on weekends during which Swift has held concerts abroad. Swift is having a similar effect on domestic travel too, Andrew Nocella, the airline’s chief commercial officer, added.
Ticket sales on United flights for U.S. concert dates for Swift’s “The Tortured Poets Department Tour” have been swift, too, according to United. Flights on days near her concert dates in Indianapolis, Miami and New Orleans are already 70% full. Typically, flights to those cities this far ahead would only be about 50% booked, according to United.
Swift is an economic force of her own, driving up spending and boosting the local economies wherever she performs. Market research firm QuestionPro estimated that all told, her Eras Tour could help add $5 billion to the global economy.
While United hasn’t added flights expressly for Swift’s concerts, at least one other airline has.
Budget carrier Southwest this summer said it was adding flights to accommodate strong demand for travel to Swift’s performances in Miami and New Orleans in October.
“Following strong demand from last year’s U.S. tour, the airline is adding more than 10 flights to its schedule to help Swifties get to and from her concerts,” the airline said in a statement to CBS News.
When people think of Taylor Swift, they often associate her with record-breaking albums and sold-out arenas. However, her influence stretches far beyond the music industry. In recent months, Swift has emerged as an unexpected force in the travel sector, driving up demand for flights and influencing entire cities’ economies.
At the Skift Global Forum in New York, United Airlines revealed a significant increase in bookings during weekends when Swift performed internationally. Andrew Nocella, United’s Chief Commercial Officer, stated that the airline had observed a 25% uptick in flight demand for those dates. But it’s not just international flights seeing this impact—Swift’s effect on domestic travel has been just as remarkable.
Flights near her U.S. tour dates for “The Tortured Poets Department Tour” are filling up fast. Cities like Indianapolis, Miami, and New Orleans have seen booking rates jump, with 70% of seats already sold for those dates—far outpacing the usual 50% fill rate for flights that far in advance.
United Airlines isn’t the only carrier benefiting from Swift’s influence. Southwest Airlines, known for its budget-friendly flights, has also capitalized on the surge in demand. Earlier this year, Southwest announced the addition of more than ten flights to accommodate Swift fans traveling to her October concerts in Miami and New Orleans. The decision was made in response to the massive interest sparked by her earlier U.S. tour dates.
While it’s not unusual for airlines to adjust their schedules for major events, the scale of Swift’s impact is noteworthy. Large-scale music tours like this tend to create temporary spikes in travel demand, but Swift’s Eras Tour has consistently driven significant surges in bookings, sometimes months in advance. It’s a testament to her unparalleled star power and the loyalty of her fanbase—affectionately known as “Swifties”—who are willing to travel far and wide to catch her live performances.
The travel industry is only one of many sectors experiencing a boost from Swift’s tour. According to a report by market research firm QuestionPro, Swift’s Eras Tour could contribute up to $5 billion to the global economy. This staggering figure takes into account not only ticket sales but also spending on travel, accommodations, food, and merchandise. Each city she performs in sees an influx of fans, many of whom spend several days in the area, stimulating local businesses.
For cities like Miami and New Orleans, the economic impact is particularly welcome. These cities, which rely heavily on tourism, are benefitting from the influx of visitors who not only attend the concerts but also explore local attractions, dine in restaurants, and stay in hotels. In fact, hotel bookings in Swift’s tour cities often skyrocket in the weeks leading up to her performances, filling rooms that would otherwise remain vacant.
This economic ripple effect has even led to some cities courting Swift to perform in their venues, recognizing the potential financial benefits. With each new tour date announcement, the excitement isn’t just limited to her fans—city planners and business owners know that Swift’s presence means a welcome influx of cash for their local economies.
What sets Swift’s tour apart from other major events, like sports championships or political conventions, is the consistency and predictability of her influence on flight bookings. Airlines can plan for certain events that attract large crowds, but they’re often limited to one-time spikes in demand. Swift’s concerts, on the other hand, span multiple weekends and locations, allowing airlines to adjust schedules over a longer period.
United Airlines has yet to add flights specifically for Swift’s concerts, but the company is clearly benefiting from her tour. Southwest, on the other hand, made a more direct investment by adding flights specifically for her shows. This highlights a growing trend in the airline industry, where carriers are more attuned to pop culture and fan-driven events.
In the past, airlines have added flights for sports events like the Super Bowl or the Olympics, but Swift’s tour represents a new frontier. The cultural significance of her performances, coupled with the broad appeal she has across demographics, means that her fans are willing to spend more on travel to ensure they can attend one of her shows.
This phenomenon also speaks to the changing dynamics of the travel industry, where carriers are increasingly looking for ways to tap into niche markets. Airlines that cater to event-goers—whether for music, sports, or cultural festivals—are positioning themselves to capture more market share as travel trends evolve.
It’s not just the airline industry that’s benefitting from Taylor Swift’s tour. The concert venues, local restaurants, hotels, and even Uber and Lyft drivers are seeing an uptick in business. Swift’s ability to draw fans from far and wide creates a positive economic ripple effect in each city she performs.
For example, restaurants near concert venues have reported record-breaking nights, as fans dine out before or after the show. Some businesses are even creating Swift-themed promotions to attract concertgoers. Hotels, too, are cashing in on the demand, with some charging premium rates during tour dates due to the high demand for rooms.
Additionally, the influx of fans boosts local tourism, as many Swifties take advantage of the opportunity to explore new cities. Tours of local landmarks and museums often see increased attendance in the days surrounding a Swift concert, further contributing to the economic boon.
As the global economy becomes increasingly influenced by large-scale events like Swift’s tour, the travel industry will likely continue adapting to meet demand. Airlines, in particular, may consider developing more flexible scheduling models that allow them to quickly adjust to emerging trends and high-demand periods tied to major cultural phenomena.
For now, though, it’s clear that Taylor Swift is more than just a music icon—she’s an economic powerhouse, capable of moving markets and boosting industries in ways few could have predicted. From airlines to local businesses, her influence is felt far and wide, proving that the “Taylor effect” is very much real.