Swiftonomics 101: Just how much did fans spend travelling to see Taylor Swift?
Taylor Swift’s Eras Tour took Australia by storm, but the fact that the Blank Space singer only performed in Sydney and Melbourne didn’t hinder any of her Fearless fans.
Interstate Swifties across Australia and international travellers from New Zealand looking to avoid a FOMO-ridden Cruel Summer paid well-above-average prices to witness the superstar’s captivating performance.
New insights from Audience360, a provider of first-party audiences, revealed the whopping impact Swiftonomics had on Australia, with fans that travelled to see Swift in Sydney spending $1,041 on average for travel and $1,113 for Melbourne travel per person. And that doesn’t even include the concert ticket price!
Sydney, Sydney, Sydney, Sydney… what a whirlwind of endless magical moments with you. I’m so grateful that we got to be the first tour to play Accor Stadium 4 times. I’ll never forget singing with Sabrina, the chaotic acoustic mashups, and the crowds that were louder (singing… pic.twitter.com/TrUpTvFj3q
— Taylor Swift (@taylorswift13) February 28, 2024
But the cost of seeing Tay Tay wasn’t the same for all her fans looking to make one of their Wildest Dreams come true.
Average Cost Per Traveller
Sydney-bound Swifties had to fork over a bit more than a pretty penny for flights and accommodation during the pop-star’s infectious reign of Swiftomania. And some were looking at quite a bit more than others.
On average, travellers from Queensland and South Australia paid just over $270 more than their Tasmanian and Victorian counterparts to travel to Sydney.
Meanwhile, travellers who jumped across the Tasman were paying the biggest premium to see the Eras Tour in action. New Zealand travellers were stumping up almost $500 more than the locals to make the trip over.
Hotel costs ate up a massive amount of Tay Tay fans’ costs, with the average traveller spending two nights in a Sydney hotel to the tune of $649.
In Melbourne, the average price increased by nearly double from the day before travellers started arriving for the Tour. Given the huge increase in cost per night, users came in early and enjoyed the lead-up, but those who had tickets for the later dates leaned towards overnight/two-night max stays, according to Audience360’s audience insights.
Melbourne, what do I even say to you after over 288,000 of you came and danced with us in the last 3 nights ??! That was unforgettable. You were on an another LEVEL. Thank you for the memories. I’ll revisit the ones from this weekend often 🥲🫶
📷: @GrahamDenholm / @GettyImages pic.twitter.com/5KMXWZ7CVl
— Taylor Swift (@taylorswift13) February 18, 2024
Purchase Window
The anxiety-fuelled waiting period in the Frontier Touring waitlist came to an end and glee-filled Swifties who nabbed a ticket rushed to book their travel, while the unlucky ones had to Shake It Off.
Despite having 235+ days between purchasing a ticket and the show, most ticket holders booked flights to their respective cities as soon as their tickets were secured. Given there were only two cities that Swift visited while on tour, it meant that there was an influx of travellers coming from various states, so they were booking well ahead of time to ensure they secured their flight.
Average Trip Duration
Becoming captivated by Swift’s magic wasn’t the only thing these die-hard fans got up to on their recent travels.
Swifties in Sydney enjoyed their own long weekend and took full advantage of being in the city. Travellers on average stayed for up to three days and took in the city’s diverse cuisine, drinks and nightlife – spending on average over $300 a day.
Those from Brisbane, the Sunshine Coast and Launceston lapped up Sydney with an average stay of four days, while people from Melbourne, Canberra and Gold Coast stayed around 2.75 days.
But while travellers to the NSW capital took their time, it was the Melbourne Swifties that took an extra-long weekend. Staying on average for 4.5 days, Melbourne travellers were splashing a little under $400 a day on the trip.
The higher number of international travellers for the Melbourne leg of the tour correlated to a higher average stay, as visitors from Auckland and Christchurch stayed around 7.5 days.
Origin Of Visitors
Queensland-based interstate travellers to Sydney were the largest group seeing Swift, accounting for over 30 per cent of travellers. While there were shows in Melbourne, that didn’t stop those who missed out on those tickets from turning their attention to the Sydney concerts, with 28.1 per cent of interstate travellers coming from Victoria. Meanwhile, travellers from Adelaide and Darwin made up 10.1 per cent and 6.7 per cent respectively of the interstate arrivals for the event.
While down south it was a bit of a different story. Interstate travellers from Adelaide (19.8%), Gold Coast (16.6%) and Perth (16%) made up a combined 52.4 per cent of the people travelling for the Melbourne show.
But the Melbourne gig didn’t just bring interstate travellers with NZ Swifties making up 6.9 per cent of the travelling audience. People from Sydney and Brisbane seemingly preferred not to travel to Melbourne for the show if they missed out on tickets in Sydney, making up only 17.6 per cent of the travelling audience to Melbourne.
Traveller Types
Swifties flocked to the concerts in all sorts of groups and traveller types. Fans heading to Sydney from Brisbane, or the Gold Coast were more likely to book their trip as an individual, while those travelling with children as a parent of a Swifty were more likely to be from Melbourne and Adelaide. Fans making the trek to Sydney with their ‘Travis Kelce’ were more likely to be users from Perth and the Sunshine Coast.
Those seeing the superstar in Melbourne from Sydney, Brisbane and Gold Coast indexed higher for booking their trip as an individual, while parents of Swifties were likely to be from Adelaide, Brisbane or NZ. And finally, those with a partner were more likely to be users from Perth, Adelaide, or Gold Coast.
Audience360, the company behind this Swift-focused insights, is powered by exclusive data partnerships with brands such as Webjet, Executive Traveller, Localista, carsales, Mozo and more.
Featured Image: Taylor Swift performing in Melbourne – @GrahamDenholm/@GettyImages
Email the Travel Weekly team at traveldesk@travelweekly.com.au
taylor swiftLatest News
Two thirds of Australians support introduction of tourism tax, survey reveals
Can you guess which generation was the most outraged at the news? Hint: It is exactly who you think!
“The consumer really just wanted more classic reward availability” – customers underwhelmed by Qantas FF shakeup
All this consumer wants is to sit behind someone that doesn't push their seat back to near-horizontal levels.
Aussie travellers warned of ‘significant’ visa shifts in destinations including Chile, US and Vietnam
To be honest are biggest advice for having a layover in the US, is just don't.
Profile: Delta CEO Ed Bastian
Bastian says the airline business isn't for the faint hearted. We're sure Alan Joyce would agree!
Final Call: Travel DAZE Exec early birds are about to expire
Much like the auctioneer at the hottest sale of the year, we're giving you one more chance to jump at this deal!
Forget the weekend! Experience Gold Coast launches mid-week travel campaign
Your boss might be a bit bothered if you jet off mid-week, but you'll be the envy of all of your Instagram followers.
Victorian Tourism Industry Council warns of losing tourism dollars to NSW & QLD
Trendy cafe's hidden in CBD laneways can only get so many tourism dollars, clearly!
AIME 2024 rustles up $330m for APAC economy
This figure is a 65 per cent increase on 2023, much alike The Nibbler staff's alcohol consumption.
Amex GBT to purchase CWT for $871m
It's big deals like this that get a firm handshake - hence the sore hands over at the CWT and Amex GBT offices.
Boeing cleanout: CEO, chair to go as safety crisis plagues the manufacturer
CEOs are falling thick and fast these days. We should have started up a bingo game with their headshots in the office.
Star boss resigns, admits retaining NSW casino licence unlikely under his leadership
The CEO resigned after 18 months in the role. 'Another one bites the dust' rumoured to be heard playing in Pyrmont.
Corporate Traveller swings amateur golfers around the globe for World Golf Competition
How're your golf skills? Consider yourself a Tiger Woods or often get quadruple bogeys? We take after the latter.
Corporate travellers to spend big on Melbourne F1 despite financial pressures
Part of the attraction is sick days after the event as corporate travellers suffer creaked necks and blown eardrums.
Bonza officially kicks off Gold Coast-Darwin route
The Flying Purple Thumb is back at it with another route. We swear, we're going to make this nickname stick!
South West Sydney Tourism launches Western Sydney Tourism Awards
Penrith's 3 consecutive NRL premierships wasn't enough? The people of Western Sydney could fill the trophy cabinet more!
Hotels vs. Airbnb: Industry leaders at odds over who should pay accommodation levy
There's not as much gore in the Hotels vs. Airbnb saga as there is in Alien vs. Predator, but it's just as thrilling!
Singapore Airlines revamps premium economy with new menu, amenity kit
Felt Singapore Airlines was lacking "the sauce" (as the kids say). Bolster belief in the carrier's je na sais quoi here.
Business Events Adelaide set for 20th Destination SA event
Destination SA turns 20! Hopefully it's not celebrated with vodka cruisers and vapes like most 20th birthdays.
Boeing’s woes delay massive Virgin Australia order
This delay means Virgin staffers will be without that new plane smell, inspiring us to sell it in a can.
All the winners from the 2023 Qantas Australian Tourism Awards
Somehow missed this news recently? Good thing you're subscribed to our fabulous newsletter!
Corporate international travel from Brisbane up 30% YOY: Flight Centre
Queenslanders seem keen to go somewhere that actually serves good beer! Sorry, we actually like Great Northern.
Amora Brisbane undergoes $30m remodelling, geared up for MICE offerings
When $30m goes into an amazing hotel to get it geared up for MICE offerings, that's amore!
Corporate Travel Management’s CEO Laura Ruffles steps down
CTM confirmed that Ruffles will be stepping down due to a personal health issue, effective immediately.
Qatar Airways crowned World’s Best MICE Airline at World MICE Awards
You could say Qatar Airways really 'nabbed the cheese' with this one! Alright, we'll see ourselves out...
Qantas, Jetstar & Virgin hike airfares as supplier costs inflate
Supplier increases means you'll pay more. It's like pass the parcel, but instead of getting a present, you owe money.
NSW Central Coast wins global sustainability award for promoting ecotourism at ITB
NSW Central Coast jumped the gun on St. Patricks Day and got the green celebrations going early!
PHOTOS: RuPaul’s Drag Race stars hit Kings Canyon for Priscilla’s 30th anniversary
The stars have renamed the iconic spot 'Queens Canyon'. No name change to the adjacent 'Priscilla's Crack', however.
Air NZ to suspend Auckland-Chicago route amid aircraft troubles
Sorry Kiwis, your craving for authentic deep dish pizza will go unsatiated (or you could just fly with another airline).
Tasmanian Premier promises to build the world’s largest chocolate fountain if re-elected
If only sticky 6-year-old children could vote. Then the Tassie Premier would be guaranteed a victory!
The staggering amount invested in 2022/23 Australian tourism projects revealed!
Any guesses on how much it was? We'll give you a hint: It's between $1 and $9 trillion (hope this helps).
Marriott’s Bonvoy Lounge makes it a 5-peat at Formula 1 in Melbourne
If Formula 1 is so good, then why isn't there a Formula 2? Oh there is one... Never mind.
Virgin Australia posts $236m profit, but the outgoing CEO warns of turbulence ahead
Hrdlicka warns of tough times ahead, just after announcing she's leaving. We wonder if there could be a connection!
Ascott opens new 255 room property in Central Sydney
Bored of your bedroom and want 255 new ones to try? The new Ascott property is here to solve this very specific problem!
Work and play at the Radisson RED, Auckland
We aren't going to tell you what order to work and play in, just that you should be looking to do both at Radisson Red.
Rex posts a $13.3m turnaround for 1H24, but still at a loss
Rex is slowly making its way back to pre-pandemic form. Much like us with our sporadic attempts at exercise.
Destination NSW launches new corporate website to boost visitor economy
No plans this afternoon? Take the new DNSW site for a test drive and click as many buttons as you can.