Swifties land at London Luton Airport
Fans from across Europe have been arriving at London Luton Airport in recent days to attend Taylor Swift’s eight-date London tour. The airport has seen a notable influx of Swifties, many of whom have been swapping the iconic friendship bracelets and leaving them in shops and restaurants for others to find.
One of those fans, 19-year-old Manon from the Netherlands, shared her excitement: “I flew from Amsterdam to London Luton Airport on Friday 16 August as it is so close to Wembley! I saw lots of other people with merchandise in the airport and lots of friendship bracelets left on magazines in the shops. I had a great time and will never forget it!”
“Swiftie Stays” trend for travel in 2024
London Luton Airport has identified a growing trend they call “Swiftie Stays”: almost half of travelers surveyed said they would plan a trip abroad to attend a concert. This trend was evident as many British fans chose to travel to other European cities rather than stay in the UK during Taylor Swift’s three-month European tour.
LLA passenger data reflects Swift’s influence
Passenger data from LLA showed a 5% increase in average passenger numbers on seven routes serving European cities hosting Eras Tour concerts. A slight 2% decrease was noted in the week following Swift’s performances, highlighting the impact of the concerts on travel behavior.
One of the most notable increases was seen between May 5 and May 12 on flights to Paris, where passenger numbers increased by over 35% as fans flocked to the city for Swift’s first weekend of European tour. Other popular destinations included Lisbon, Zurich, Milan, Amsterdam, Warsaw and Dublin, all of which saw an increase in traveler numbers during Swift’s concert days.
The role of LLA in the Swiftie experience
Clare Armstrong, Head of Guest Experience at London Luton Airport, expressed the airport’s excitement: “As more and more music fans follow their favourite artists abroad and experience new cultures, we are delighted that London Luton Airport was the chosen departure point for so many Swifties heading to their European tour destinations this summer. It was so exciting to see them both arriving and departing from LLA and, as always, our aim was to do our part by providing a simple, friendly passenger experience for everyone who travels through the airport.”
The future of music tourism
As music tourism continues to grow, airports like LLA are becoming key players in this space, meeting the unique needs of fans who travel far to see their favorite artists live. Taylor Swift’s Eras Tour is setting new standards, and the trend of “Swiftie Stays” is likely to continue to influence travel behavior well into 2024.
