‘Rumour has it’, Adele’s recent Australian concerts didn’t just have locals ‘rolling in the deep’, they also had tourists ‘chasing pavements’ to the see the recording artist live.
According to new figures from STR Global, the singer’s record breaking tour (600,000 tickets sold – what the actual!) produced an event-based accommodation boom in the cities she visited.
In Brisbane alone, Adele’s two concerts attracted some 60,000 fans, which contributed to an increase in hotel occupancy levels by 11.5 percent and pushed revenue per available room (RevPAR) up by 11.5 percent.
In total, the winner of 15 Grammy Awards helped inject around $40 million into the Brisbane economy just by gracing the city with her presence and vocals.
Wow.
In Melbourne, Adele’s visit plus the Melbourne Grand Prix contributed to an occupancy increase to 91 percent compared to 87.2 percent during the same month last year, while in Sydney a combination of the Mardi Gras and the recording artist pushed occupancy in March up to 92.8 percent compared to 90.1 percent.
JLL’s Hotels & Hospitality Group‘s Vice President of Investment Sales, Tom Gibson said Australian cities have recorded impressive growth during the first quarter of 2017, which comes off the back of celebrity visits and unique events.
“The power of Adele’s tour of Australia highlighted the potential of events to drive hotel occupancies across the country, and particularly in Brisbane.”
Tom Gibson, JLL’s Hotels & Hospitality Group‘s Vice President of Investment Sales
“Both Melbourne and Brisbane have turned negative YTD RevPAR results into positive gains off the back of key events such as the Adele and Justin Bieber concerts, the Brisbane World Science Festival, the Melbourne Grand Prix and the Melbourne International Comedy Festival.”