‘Call it magic’: Coldplay fans driving high demand for hotel rooms in Auckland, Sydney and Melbourne

Coldplay fans flock to hotels in Melbourne, Sydney and Auckland as Music of the spheres of the tour starts in Australia and New Zealand.

The tour, which recently made history as the highest-grossing rock tour of all time, is the first rock tour to top US$1 billion in revenue and is second only to Taylor Swift’s. Eras Tour.

Tonight the British band play the first of 11 dates in the region, starting at Marvel Stadium at Docklands in Melbourne (30-31 October, 2-3 November) and ending with four nights at Accor Stadium in Sydney (6-7, 9-10 November) . and at Eden Park in Auckland (November 13, 15, 16).

Recent CoStar data shows Auckland has the highest employment rate of the three cities, peaking at 84.1% on Friday 15 November, up 33.9% from the same period last year.

The second highest occupancy rate (79.1%, +25.5% year over year) occurs the following night.

“Coldplay’s visit couldn’t have come at a better time as Auckland has been struggling with occupancy issues for a couple of months now,” said STR regional director for the Pacific, Matthew Burke.

“With the market already surpassing the 80% daily occupancy mark during the tour, this will be the first time Auckland has seen levels this high since July.”

The highest occupancy rates in Sydney and Melbourne occurred on Saturdays – November 9 (55.3%) and November 2 (54.5%) respectively. Compared to the same period last year, booking levels were 45.6% in Sydney and 50.3% in Melbourne.

Accor occupancy increased in all three cities

On October 30, Australia’s largest hotel operator Accor reported an 18% (10.7 points) increase in Sydney hotel occupancy during the concert period compared to the same period last year.

The four sold-out concerts at Accor Stadium alone will attract more than 300,000 fans.

Accor Hotels in Melbourne recorded 5% more bookings (+2.9 occupancy points) on concert days, while Auckland saw an increase of over 14% (+9.2 occupancy points) compared to the previous year.

“Perth saw a surge in hotel quality scores due to Coldplay’s visit in November 2023, and we expect booking levels to be similar in Sydney and Melbourne,” Burke said.

“With November being a traditionally busy month for Australian tourism, we can expect the impact of the tour to be materially reflected in room rates rather than occupancy.”

SiteMinder data predicts hotel arrivals in Sydney will rise 125% year-on-year, with ADR up 30% year-on-year, rising from A$369.82 to A$481.20.

“Speed ​​of Sound”: Fans Book Accommodation in Advance

SiteMinder data also shows that fans are booking accommodations in advance to secure their preferred accommodation.

On average, guests booked stays 192.5 days in advance, up 33.47% from 144.2 days last year, according to SiteMinder.

Accor said orders were completed on average 90 days in advance, up 140% from the previous year.

“It’s clear that fans not only want to travel for their favorite artists, but also plan ahead,” said Adrian Williams, chief operating officer of Accor Pacific PM&E.

“While these types of events are not pure discretionary entertainment for many, we are finding that fans are willing to invest more to make the most of the event and create a unique experience.

“This highlights the vital role major events play in boosting tourism and stimulating economic activity.

“Our hotel teams are ready to welcome fans and will do everything possible to provide the highest level of service, ensuring an incredible concert experience. We want every guest to feel like they are part of something truly special.”

High demand, short stay

Despite the surge in bookings, SiteMinder reports that the average length of stay on band performance days will decline by 14.91% year-on-year, from 1.98 days in 2023 to 1.69 days this year, suggesting The surge in bookings has primarily been fueled by concertgoers opting for shorter stays focused on the event.

SiteMinder’s regional vice president for Asia Pacific Bradley Haynes said fan-driven housing demand was just the latest example of a global trend.

“The strong return of events, and record-breaking concerts in particular, is providing a boost to the global hotel industry and local economies,” Haynes said.

“It’s clear that fans are not only happy to travel with their favorite bands; they also plan ahead and are willing to spend more money on experiences.

“Hotels would benefit from continuing to capitalize on these opportunities by enhancing the experience through customized packages that unlock additional revenue, such as a happy hour at an on-site bar or partnerships with nearby restaurants.”