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Vietnamese Concert tourism has evolved from a niche market to a major driver of international travel, presenting unique opportunities for the hospitality industry. However, success will require a delicate balance between maximising economic benefits and ensuring sustainable, responsible tourism practices.
In this blog, we will explore the strategies that can help hotel businesses capitalize on this rising trend.
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Contents
Capitalizing Concert Tourism
High-profile artists like Taylor Swift, Coldplay, and BTS are no longer merely musicians; they have become catalysts for global tourism. Cities hosting major concerts often see a surge in visitors, with hotels, restaurants, and local businesses all benefiting from the influx.
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For instance, recent Coldplay concerts in Abu Dhabi led to hotel rooms being booked out months in advance, with some accommodations seeing price increases of up to 375%.
BLACKPINK's concerts in Hong Kong in January 2023 contributed to a surge in tourism, with the city receiving over 600,000 visitors that month, a significant increase from previous months.
Ed Sheeran's nine-concert tour in Ireland in 2018 contributed an estimated €50 million to the local economy. Dublin hotels reported 100% occupancy rates during the concert dates.
To fully leverage this trend, the hotel industry should consider the following strategies:
1. Partnerships with Event Organisers
Collaborating with concert promoters and ticketing platforms can help hotels secure early bookings and offer exclusive packages to concert-goers.
For example, MGM Resorts in Las Vegas offered exclusive BTS-themed packages during the group's residency, which quickly sold out.
2. Tailored Experiences
Creating concert-themed packages that include accommodation, transport to the venue, and exclusive merchandise can enhance the overall fan experience. The Courtyard by Marriott hotel in Seoul, for instance, offers a "K-pop Experience Package" that includes accommodation and a guided tour of K-pop hotspots.
Doing so may require hotels to invest in state-of-the-art hotel management systems, but the effort would be worthwhile.
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3. Flexible Pricing Strategies
Implementing dynamic pricing models that adjust rates based on demand during concert periods can maximise revenue. During Taylor Swift's Eras Tour in Singapore (2024), some hotels increased their rates by up to 200%.
4. Infrastructure Upgrades
Investing in soundproofing and entertainment systems can make hotels more attractive to both performers and fans. The Hard Rock Hotel chain has capitalized on this by offering in-room guitar rentals and professional-grade sound systems in some locations.
5. Digital Marketing
Utilising social media and targeted online advertising to reach fans planning to attend concerts in the area. For example, Hotels.com saw a 160% spike in searches for Singapore hotels after Taylor Swift announced her concerts there.
Hoteliers may need an integrated marketing / CRM system like HubSpot to make the most out of their customer database and digital presence.
6. Extended Stay Promotions
Encouraging concert-goers to extend their stay by offering discounts on additional nights or promoting local attractions. This strategy was successfully employed by hotels in Busan, South Korea, during BTS's free concert in October 2022.
7. Staff Training
Equipping staff with knowledge about upcoming events and local entertainment options can improve guest experiences. Some hotels in Seoul have even started offering basic Korean language classes to staff to better serve international K-pop fans.
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Challenges and Considerations
While concert tourism presents significant opportunities, it also comes with a range of challenges and potential negative impacts that the hotel industry and local communities must carefully consider and address:
1. Overtourism and Infrastructure Strain
Large influxes of concert-goers can overwhelm local infrastructure, leading to congestion, overcrowding, and strain on public services.
Example: When BTS performed in Busan, South Korea, in October 2022, the city faced severe traffic jams and public transportation overcrowding, despite extensive preparations.
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2. Environmental Concerns
Increased air travel for concerts contributes to carbon emissions and climate change. Large events often generate significant waste and can damage local environments.
The Glastonbury Festival in the UK, for instance, generated 2,000 tonnes of waste in 2019, despite efforts to reduce its environmental impact.
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3. Noise Pollution and Local Disruption
Concerts, especially those held in urban areas, can cause significant noise pollution and disrupt local residents' daily lives.
In 2022, residents near Singapore's National Stadium complained about noise levels during Coldplay's concert, despite sound control measures.
4. Economic Volatility and Dependency
Over-reliance on event-driven tourism can lead to economic instability for hotels and local businesses.
Cancellations or postponements, as seen during the COVID-19 pandemic, can have severe economic consequences.
5. Safety and Security Concerns
Large gatherings pose potential security risks, requiring significant resources for crowd control and emergency preparedness.
The 2017 Manchester Arena bombing at an Ariana Grande concert highlighted the need for enhanced security measures at music events.
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6. Price Inflation for Locals
The influx of tourists often leads to price increases not just in hotels, but also in restaurants, transportation, and other services, which can negatively impact local residents.
During Taylor Swift's Eras Tour stops, some cities reported significant spikes in local prices, affecting residents' cost of living.
7. Seasonality and Uneven Development
Concert tourism can exacerbate issues of seasonality in the tourism industry, creating feast-or-famine cycles for local businesses.
It may lead to uneven economic development, with areas near venues benefiting disproportionately compared to other parts of a city or region.
To address these challenges, stakeholders in the hotel industry, event organizers, and local governments need to work together to implement sustainable practices, manage tourism flows, and ensure that the benefits of concert tourism are balanced against the needs and well-being of local communities. This might include:
- Implementing strict environmental guidelines for events
- Developing comprehensive urban planning strategies to manage tourist influxes
- Investing in public infrastructure to better handle large crowds
- Creating policies to protect local housing markets and prevent over-commercialisation
- Ensuring fair labour practices in the hospitality and events industries
- Balancing the promotion of international acts with support for local cultural scenes
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By acknowledging and actively addressing these challenges, the hotel industry can work towards a more sustainable and responsible approach to concert tourism, ensuring long-term benefits for both the industry and local communities.
As the rhythm of global entertainment continues to influence travel patterns, the hotel industry stands poised to not just adapt, but to orchestrate a new era of hospitality, harmonising the beats of music and tourism into a symphony of success. With the right strategies, hotels can play a starring role in the concert tourism phenomenon, creating memorable experiences for music fans while driving significant economic growth in the region.
