Hotels are capitalizing on live tourism: concerts, sporting events, festivals and other in-the-flesh events that draw significant numbers of people to a destination. And they are using a variety of methods to maximize the potential of these occasions, including dynamic pricing, forecast analysis, targeted marketing, packages and experiences.
Pricing as always is a key factor when it comes to major happenings, according to Jan Freitag, national director, hospitality analytics, CoStar Group. He said that for many attendees, these are “once-in-a-lifetime events,” so they might be less price sensitive than for typical stays. In addition, he said, the buzz surrounding the event and the likely high occupancy on those nights allow hoteliers to exert pricing power.
Hoteliers were among the biggest winners during Taylor Swift’s Eras Tour, enjoying outsized growth in occupancy and rate, according to CoStar. Cities such as Indianapolis, New Orleans, Toronto and Warsaw, Poland, saw rates increase more than 100% year over year when her show came to town.
Many point to Swift as having a dramatic impact on local economies, including hotels, but live tourism goes well beyond one pop star. For instance, while sports have always drawn fans to a destination, that trend seems to have accelerated. According to CoStar, New Orleans, host of Super Bowl LIX, saw a year-over-year increase in ADR of 42.8% to $314.37, and RevPAR, up 33.5% to $222.66.
Annajane Güzel, global director of brand marketing for Generator and Freehand Hotels, said that when a mega-event hits one of the group’s cities, “It’s like a magnet for demand, and pricing naturally responds to that.” At Freehand, she said, “We lean into cultural happenings by making sure our pricing reflects the value of staying in a centrally located, design-forward hotel that’s part of the action.”
As far as pricing, Lindsey Johnson, SVP, head of sales at HHM Hotels, said hoteliers can’t lose sight of making money past the room. “We focus heavily on ancillary revenue—whether it’s through on-site activations, parking, food and beverage partnerships or event-themed specials,” she said.” We’ve even had requests for billboards placed on the side of the hotel—that’s happened.”
HHM follows a “Special Events Playbook” that outlines processes, required approvals and responsibilities across departments. It ensures alignment and accountability, Johnson said, allowing the company to fully capitalize on every opportunity.
Katie Krieger, EVP, asset management for JLL’s Hotels & Hospitality Group, said the impact of a major event on a lodging market is dependent on both stay pattern and seasonality of a given market. For example, she said, the impact of a Taylor Swift concert would be felt much less in the middle of Spring Break in a southern climate than it would be in the Midwest in January.
In addition, said Krieger, lodging inventory is a major factor when considering pricing power: A market with 20,000 rooms available will behave much differently than a market with 120,000 rooms.
Considering Compression
The kind of occupancy resulting from a Taylor Swift concert or a Super Bowl creates compression, a surge in occupancy and commensurately higher prices. At the point of compression, said Simon Chapman, complex general manager at The Benjamin Royal Sonesta and The Fifty Sonesta Hotel in New York, “We begin to see guests booking outside their usual preferred areas, and secondary or tertiary properties benefit.” The hotel’s teams, he said, meet and align weekly to fine-tune rates and assess demand drivers.
Big events create a ripple effect even for properties not in the immediate vicinity of the venue. “We are currently working with our revenue, sales, marketing and operations teams to plan for the FIFA World Cup next year,” Chapman said. The more-than-one-month-long tournament, over June to July, will be held at venues throughout the country, and in Mexico and Canada, with the finale in East Rutherford, N.J. at MetLife Stadium.
Kristofer Carlson, area managing director at Aimbridge Hospitality, which operates the Sheraton Grand Nashville Downtown, said major events “significantly influence our pricing strategy.” He said that even small events can have a meaningful ripple effect, especially when layered across peak seasons or weekends.
Smaller or more niche events, said Güzel, still present opportunities to create targeted experiences for a potential new demographic, as those audiences are also very engaged. In these cases, she said, “We focus our programming on speaking to those communities, which can drive loyalty and repeat stays.”
When it comes to compression, said Johnson, “Timing is everything—the early bird really does get the worm.” Understanding market dynamics early, “enables you to anticipate demand and establish a solid rate strategy,” she said. “That includes setting blackout dates, limiting discounts and applying minimum length-of-stay requirements where appropriate.”
‘Swiftie’ Bracelets and More
Hoteliers seek to maximize the potential of live tourism by creating experiences and making it easier for potential guests to attend. For example, said Johnson, “Swifties love wearing and trading bracelets at the shows. Why not host a bracelet-making event at the hotel? If I were a true Swiftie, that alone would be a reason I’d choose to stay at that hotel.”
Within Hyatt Hotels’ Classics & Essentials portfolios, the strategy is centered around maximizing cultural and community relevance “through curated, memorable stay experiences that include scalable packages that go beyond just a room night and event access,” said Emily Wright, VP and global brand leader at Hyatt.
Event-friendly packages, said Wright, may include complimentary breakfast, on-site parking, complimentary airport shuttle service or group block discounts. The key, she said, is “designing these offerings in a way that makes event participation easier, while reinforcing our brand promise of care and personalization.”
“This is where we get to have a little fun,” said Carlson, “creating offerings that not only capitalize on local events, but also celebrate the spirit of the city.” Whether it’s through curated packages, local partnerships, or themed experiences, he said, “We aim to meet the moment in a way that feels uniquely Nashville.”
For the 2025 US Open Tennis Championships in New York, The Benjamin and Fifty Sonesta are offering a VIP US Open Travel Package featuring Loge or Courtside tickets, luxury accommodations and a curated swag bag with official US Open gear. “The package gives us an edge in the market and appeals to both tennis fans and casual travelers looking for an ultimate bucket-list experience,” said Chapman.
Through a spokesperson, Accor hotels are social hubs that develop creative activations aimed at bringing people together. They can implement dedicated parties, food and beverage offers, etc., linked to the event. Consider Pullman Paris Tour Eiffel, which organized more than 50 events during last year’s Olympics; there were more than 40 related events at Novotel Paris Porte de Versailles during the Rugby World Cup in 2023.
Loyal Flock
Loyalty programs play an integral role in live tourism. ALL Accor, Accor’s loyalty program and booking platform, is an official partner of The French Open. During the 2025 tournament, hotels offered Roland-Garros-themed guestrooms, with Pullman Paris Montparnasse becoming the first property in France and Europe to officially create a Roland-Garros room.
Hyatt’s loyalty program, World of Hyatt, has likewise expanded access through strategic collaborations and sponsorships. Earlier this year, it became an official sponsor of MLS Chicago Fire FC. (Chicago is Hyatt’s headquarters.) One package gives fans “front-row energy” with special rates, gameday perks and exclusive World of Hyatt x Fire memorabilia at Hyatt Regency McCormick Place.
Hotel Landy, a Tribute Portfolio Hotel by Marriott in Orlando, recently celebrated the opening of Universal Epic Universe in Orlando with themed arcade activations, customized food and beverage offerings, and family-friendly events on the Landy Lawn, giving children space to play while parents relaxed. “It was a standout example of turning a strategic partnership into a wow-worthy guest experience,” said Johnson, adding that it was a strong driver of incremental revenue.
Kelsey Fenerty, manager of analytics at STR, said she could see the success of Swift’s tour replicated to some extent, and tours, such as Oasis’ and Coldplay’s, will be closely watched in 2025 (not only for their viral moments). “Eras Tour was interesting in that the [fear of missing out] snowballed, and it got to the point where it was such a must-see thing that people just wanted to go, independent of how big of a Taylor Swift fan they were,” she said. “It was like, ‘Yeah, I’m going to the Eras Tour.’ That can be replicated.”