How Do Major Concerts & Sporting Events Influence The Airline Industry?

Combining major concerts and athletic events with the aviation industry creates significant buzz. These high-profile occasions, from international tours to major championships, boost flight demand, alter travel patterns, and stimulate economic growth. As live events make a strong post-pandemic comeback, airlines are gearing up for a surge in travel related to these popular happenings.
Photo: Brussels Airlines
These increases could impact several key areas, including:
Rising flight ticket prices
Overbooked or packed flights
Crowded airports and longer wait times
Increased lines at check-in and security
Busy airport lounges
High demand and pricing for hard-to-book hotels
Local tourism, affecting restaurants and attractions
Strategic adjustments for the increased sales
Bookings for airlines are noticeably increasing when major events like Taylor Swift tours, Olympics, Formula 1, and Super Bowl return. United Airlines said that Swift’s tour and similar events have caused a 25% increase in demand for weekend flights to where she is performing.
United’s Chief Commercial Officer (COO) Andrew Nocella talked about how Taylor Swift’s concerts helped boost sales:
“Quite frankly, we watch where Taylor goes because our demand booms. It is material to the destinations when she shows up. It is real, and it happens time after time again. It’s amazing.”
Fans are ready to travel, planning to attend these important events months in advance. To accommodate the surge of travelers, airlines are proactively reacting by extending their flight schedules, modernizing their fleet, and even providing travel packages tailored to certain events.
Photo: Brian Friedman | Shutterstocl
Aviation analytics company Cirium found that flights between Paris and the US had an 8.8% year-on-year increase in August 2024, when the Paris Olympics took place. Air France, the French flag carrier and a partner for the 2024 Paris Olympics, also saw its long-haul capacity increase by 9% this summer because of the game, according to Simple Flying’s recent report. The concept is not limited to sports games; similar modifications are made for music festivals and major concerts when airlines extend services to meet the flood of foreign tourists.
How To Earn Frequent Flyer Miles On Concert Tickets There are opportunities to earn with several airline loyalty programs – including American Airlines, Delta Air Lines, and Air France-KLM.
Airlines are also developing partnerships with event organizers. Major airlines often negotiate sponsorship agreements, becoming official carriers for events such as the World Cup and the Olympics. For example, Qatar Airways was the official airline sponsor of the 2022 FIFA World Cup, offering unique deals to spectators and players.
Infrastructure investments: preparing for the influx
Host cities also invest in terminal renovations, airport extensions, and enhanced passenger services to manage the surge of visitors. These advancements have a long-term impact, improving future passengers’ travel experiences long after the event has ended. Airlines save money as their operations become more efficient, while customers benefit from shorter wait times, more facilities, and improved service.
Photo: icasha I Shutterstock
For example, Tokyo significantly upgraded Tokyo Haneda Airport (HND) and Tokyo Narita Airport (NRT) in preparation for the 2020 Olympics. These additions featured more terminals and upgraded amenities to handle the millions of athletes, officials, and spectators who attended the games. These enhancements not only benefited Olympic attendees but also improved the long-term efficiency of air travel to and from Japan.
For the luxury experience
Priority Pass, a global airport lounge access program, shared its finding that three-quarters of sports and music fans traveled to an event by plane in the past three years or plan to in the next 12 months, and for almost half of the events travelers use airport experiences such as lounges, sleep pods, and spas. The uptake of airport lounges is higher among those spending more money on the trip overall, and sports fans are the biggest spenders at the airports.
In addition, private jet services are also a key player in these trends. Business executives, sponsors, and VIP attendees of high-profile events often prefer the flexibility and luxury of private jet travel. Private aircraft services are also an important factor in these changes. Business leaders, sponsors, and VIP guests at high-profile events frequently choose the convenience of private jets.
From flight tickets to hotels to restaurants and more
In addition to the airline business, other industries that profit from this demand include local transportation, tourism, and lodging. When a large musical or sports event comes to town, hotels fill up quickly, car rental services are in great demand, and restaurants see an increase in visitors.
The host cities also experience a prolonged rise in tourism and air traffic as visitors are enticed to return for more exploration. For example, cities such as Tokyo, Paris, and Rio de Janeiro continue to benefit from hosting the Olympics, with airlines maintaining increased flight frequencies to these locations due to continued demand.
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The flip side
However, the increasing demand for air travel for major events has its issues. Even if one is not a fan of some superstars, their concerts can affect one’s plans without one’s knowledge. Airlines and airports frequently struggle to handle the flow of passengers during peak hours. Overbooking, flight delays, and capacity limits may all cause frustration for travelers. The additional number of planes and their environmental impact during significant events are also serious concerns. With the aviation industry under pressure to reduce its carbon footprint, airlines are looking for strategies for minimizing the environmental costs of event-driven travel.