It may not be business as it was for Sydney and Melbourne hotels, with Harry Styles’ upcoming Australian tour sending bookings soaring and room rates climbing by as much as 25%.
Harry Styles’ upcoming Australian tour is sending hotel bookings soaring, with accommodation prices in Sydney and Melbourne climbing by as much as 25% around the pop star’s concert dates.
New data from Australian technology company SiteMinder shows hotel bookings across the two cities have increased by up to 30% compared to the same period last year, as fans prepare for Styles’ six-show Together, Together tour in November and December.
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Sydney hotels are charging an average of $630 a night across the concert dates, up $127 or 25% from last year, while Melbourne room rates have risen $36 or 8%, to an average of $475.
Hotel prices headed in One Direction ahead of Styles’ tour
Styles will perform four shows at Melbourne’s Marvel Stadium on November 27 and 28 and December 2 and 4, followed by two concerts at Sydney’s Accor Stadium on December 12 and 13.
The surge in hotel bookings began well before tickets went on sale.
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According to SiteMinder, January 23 — the date Styles first announced four Australian concerts — was the biggest single booking day for Melbourne’s late-November concert nights across the entire period analysed.
On the pre-sale and general ticket sale days later that month, bookings made for concert nights were around 100 to 150 times normal daily booking volumes, according to SiteMinder.
SiteMinder also found the average length of hotel stays during the concert periods has fallen by up to 10%, suggesting fans are making shorter trips centred on the performances rather than extending their visits.
As It Was? Not for Sydney and Melbourne hotels
Bradley Haines, SiteMinder’s market vice president for Asia Pacific, said the concerts are providing a significant boost to hotels in both cities.
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“The remarkable staying power of Harry Styles’ superstardom is translating into an incredible boost for Melbourne and Sydney hotels,” Haines said.
“Major events like this put the spotlight on the cities’ vibrant hospitality and hotel scenes, potentially introducing first-time visitors to the high-calibre experiences that will have them coming back for more, whether or not their favourite singer is in town.”