Skift Research’s latest report explores how major events such as concerts, sports tournaments, and cultural festivals are driving demand for hotels. It’s a phenomenon we call “Live Tourism.”
Major events generate significant spikes in hotel occupancy and revenue, with average daily rates (ADR) increasing by 300–500% during peak periods.
Millennials and Gen Z are leading this trend, redirecting their budgets toward travel experiences rather than material goods.
Live tourism isn’t a new phenomenon, but its scale has surged due to digital connectivity and the global reach of major events. High-profile tours like Taylor Swift’s Eras Tour and sporting…
