Major events fill planes and raise hotel prices: Paris and Madrid record a surge in demand
Celine Dion and Shakira concerts and the arrival of Formula 1 in Madrid show how major events can change demand for a destination. Amadeus data records an increase in bookings, longer stays and noticeably higher hotel prices.
For Paris and Madrid, September is no longer just the beginning of the autumn city-break season. Calendar of major events this year can be seen directly in the flight and hotel data, and it is particularly interesting how much the effect spreads beyond the concert and race dates themselves.
Data from Amadeus Travel Intelligence and the Demand360 system show that travellers are not just coming for one or two nights because of events. Some of them are building a whole trip around a concert or a sports weekend.
Celine Dion is bringing more long-haul guests to Paris
During Celine Dion's Paris residency, from 12 September to 17 October, international flight searches to Paris were up 111% compared with the previous year, while bookings rose by 51%. The US accounts for more than a quarter of international bookings, and among the fastest-growing markets are Thailand, Japan and Mexico.
For hoteliers It's an even more interesting stay pattern. Bookings of six to 13 nights are up 61 per cent, while RevPAR over the period in question has risen 131 per cent to $211. This suggests that some of the audience are turning the concert into a longer holiday rather than the classic weekend visit.
Madrid gets the double effect of Formula 1 and Shakira
Madrid in September combines the first Grand Prix at the new Madrid, held from 11 to 13 September, with Shakira's concert residency. Amadeus estimates a 51% year-on-year increase in total flight bookings for the period from 9 September to 4 October.
Domestic bookings during the first nine nights of Shakira's performances are up 35%, while bookings from Barcelona are up by as much as 128%. Formula 1, on the other hand, attracts an even stronger international audience: bookings from the United Kingdom are up 46%, from South Korea 45%, and from France 32%.
Hotel ADR in Madrid rose by 251 per cent to around $413. This is perhaps the most important message for destinations and hoteliers: major events can increase not only guest volumes but also their commercial value.
Source: Amadeus
