Lady Gaga’s announcement on 10 March that Singapore would be her sole Asian tour stop has led to a significant increase in travel interest, according to Amadeus data. The pop icon’s concerts, scheduled for 18, 19, 21, and 24 May, have prompted a 57% rise in flight search queries to Singapore on the day of the announcement, with further growth of 41% during the presale ticket period from 18 to 20 March.
The surge in interest is not limited to flights. Amadeus Demand360 data indicates that hotel bookings in Singapore have increased by at least 10% on the concert nights compared to the previous year. Fans, affectionately known as “Little Monsters,” are booking flights from cities worldwide, including Seoul, Tokyo, Mumbai, and London.
Paul Wilson, Vice President of Hospitality for Asia Pacific at Amadeus, highlighted the importance for hoteliers to leverage this data to optimise marketing strategies. “As we witness a significant surge in flight searches for Lady Gaga’s concerts in Singapore, it’s imperative for hoteliers to leverage forward-looking data to optimise their marketing strategies,” he stated.
This trend aligns with Amadeus’ 2024 and 2025 Travel Trends reports, which highlight the rise of music tourism and the desire for spontaneous travel experiences that foster genuine connections. As Lady Gaga’s fans prepare to travel, the concerts are set to create lasting memories and boost Singapore’s tourism sector.
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