Wherever Taylor Swift travels, her fans, ‘Swifties’, fly with her. The demand for flight tickets to Stockholm is for May 17 to 19 – the dates that the American singer will perform there during her extremely popular The Eras Tour – up 473%. This is reported by the international booking company eDreams Odigeo. The company looked at search behavior on 247 of its apps and websites. On the days that the pop star appears in cities such as Warsaw, Edinburgh, Liverpool and Paris, eDreams more than doubles demand.
Swift and other American celebrities have a major effect on consumer behavior: Forbes mentions the ‘Swift Effect’ in honor of the pop sensation and her fanbase. The Eras Tour is the most profitable tour by an artist ever: according to the Central Bank of America, Swift even contributed to the growth of the American economy with that tour.
According to the booking company, the ‘Swift Effect’ can also be seen in Europe. The demand for airline tickets mainly comes from the United States, especially when it comes to major European cities such as Paris, Madrid, London or Amsterdam. In Amsterdam, where Taylor Swift will perform in early July, eDreams measures an increase of fifty percent on top of the normal demand for airline tickets.
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