Are large-scale concerts and events benefiting the hospitality industry?
By William Cotter, Founder & Managing Director of Net Affinity.
The buzz around mega-events like Taylor Swift’s Eras tour, Coldplay’s Music of the Spheres and Oasis’s upcoming reunion, has created a surge in hotel bookings and local business activity. For hospitality operators, these events can provide a much-needed revenue boost, as fans flock to host cities, filling rooms and generating excitement.
Upselling with smart strategies
However, while the influx of bookings creates immediate wins, drawbacks do exist. Hotels often need help balancing room demand with the loss of revenue from other facilities, such as restaurants and spa. Many guests attending these events skip out on high-value services, prioritising the concert experience, leaving hoteliers struggling to encourage spending on these additional offerings. Smart strategies, such as pre-paid packages or upselling dining and spa services, can help hotels balance immediate demand with long-term revenue growth.
The electric atmosphere generated by concert-goers can create a vibrant environment for those seeking a lively mid-week outing. The excitement surrounding such events can attract a diverse crowd looking for a fun night out, enhancing the overall appeal of the local area. Hotels can capitalise on this energy by curating special experiences that extend beyond accommodation. Pre-booked dining packages, exclusive spa offers, and targeted marketing can draw in both event attendees and regular guests, ensuring a dynamic, enjoyable atmosphere.
Dealing with increased cancellations
The demand for accommodation during these times also brings increased cancellations. Guests who book rooms before securing concert tickets often cancel at the last minute, leading to gaps in occupancy. This can disrupt hotel operations, especially when these cancellations occur so close to the event, leaving limited time to rebook those rooms.
With the return of Oasis, one Dublin property currently has a 15% cancellation rate for arrivals in August 2025, compared to July (a non-event month), where the cancellation rate is currently only 5%. Similarly, another hotel client is running a 9% cancellation rate for that month, compared to the usual 7%, a 2% variance. One Manchester client mentioned that their website was closed out for bookings entirely, a strategic choice they made in anticipation of the Oasis event, and it remains closed.
Extra strain on resources
In addition to the increased cancellation rates and fees, there are other factors for hoteliers to consider. Many hotels reported a significant rise in calls and emails related to event bookings, which puts extra strain on resources. This surge in reservation inquiries also adds pressure on teams to follow up via phone and email, further increasing the workload as they work to filter out likely cancellations.
Solutions to excessive bookings and cancellations
With tour dates being released well in advance, hotels have time to prepare extra staff and resources ahead of the busy period. By adjusting staff schedules, hotels can ensure there are enough team members to handle the surge in enquiries, by increasing office and reception staff for room bookings and queries. Furthermore, ensuring there is sufficient front-of-house and waiting staff during event dates to manage the influx of guests.
The implementation of automated bookings and cancellation management tools can help to filter different enquiries. This technology can reduce the workload for staff and help them to prioritise tasks, providing excellent customer service overall.
Staff training equips teams on how to handle high volumes of bookings and cancellations effectively, so they’re knowledgable of the correct procedures. By enhancing their skills in managing enquiries, hotels can reduce processing time and improve customer communications.
In short, while these high-profile events can electrify the local area, they require a balanced approach from hoteliers to fully capitalise on the opportunity. The key lies in converting event buzz into sustained engagement and revenue across all areas of hospitality, not just room bookings. Balancing immediate gains with long-term stability and diversifying revenue streams could help hotels leverage events more effectively.