Introducing the ‘TSwift Lift’

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Taylor Swift’s notoriously rabid dedicated fans are boosting hotels’ revenues as the Eras Tour “lurch[es] towards your favourite city”.

While the Swifties haven’t revved up inflation for an entire country the way Beyoncé’s fans did — at least not yet — there is a notable improvement in hotels’ financial performance when they come to town, according to CreditSights.

The firm’s analysts compared hotels’ revenue per available room, or revpar, for the stops on the Eras Tour (dark blue line in the chart below) to the average for the US’s top 25 markets on those show dates (shown in light blue).

And they found what they call the “TSwift Lift”:

That big spike in the middle of the chart is from Swift’s concert in Nashville, Tenn., where she got her start in the music business. (She reportedly considers Nashville her hometown.)

See the table below, which shows Nashville hotels’ revpar more than doubled from the prior year:

As an interesting side note, Chicago’s leaders are still celebrating the extra tourism that came with the singer’s visit, despite the fact its hotels’ revpars were up less than 20 per cent from last year. Occupancy reportedly hit an all-time high.

Yet the CreditSights data implies that Chicago’s Swifties underperformed most other tour stops, with only New York, Boston and Phoenix Ariz. seeing a lower increase in revpar. Detroit, just 5 hours’ drive away, fared far better.

The TSwift Lift should be significant nationwide, though. The CPI reading for lodging away from home is up 9 per cent since February; the Eras Tour started in mid-March. CreditSights even named one hotel executive (Tyler Morse from MCR) who estimated that the Swifties would boost revpar by 1 per cent for the entire year.

Looks like Swift’s apparent financial acumen extends to her choices for economic stimulus. Better to lend a hand to the US’s downtrodden commercial properties than FTX, Ticketmaster, or Scooter Braun.