Live entertainment drives spending in travel as it becomes integral to music experiences

New research from AEG Global Partnerships reveals that live music fans are putting in the miles to see their favourite artists

• 1 in 2 fans have booked trains or flights to attend a gig, and 35% have reserved accommodation
• Fandom is borderless: 1 in 5 fans have travelled internationally to attend concerts or festivals, with more than a third having ventured over 100 miles to see their favourite artists

The journey to a gig or festival begins long before the event itself, with travel and accommodation now essential components of the overall experience for many, according to a new report published by AEG Global Partnerships, the sponsorship arm of the world leader in live sport and entertainment.

The Live Effect, based on a survey of 3,000 UK adults and extensive internal data, highlights the deepening alignment of travel with live entertainment, showcasing that almost half of concert goers (49%) have booked travel – including flights or trains – to attend a gig (40% for festivals), and more than a third (35%) have reserved accommodation as part of their live music experience (31% for festivals).

Fans have also shown that they’re willing to go the extra mile, and beyond, for live music experiences, with more than a third (35%) of ticket buyers having travelled over 100 miles to see their favourite artists, and 19% of respondents having travelled internationally to attend concerts or festivals. This trend is also reflected in ticket sales: one in ten purchasing tickets for events at The O2 are from overseas, while tickets purchased beyond the UK for American Express presents BST Hyde Park increased by 57% between 2024 and 2025.

With excitement and anticipation building from the moment of ticket purchase, The Live Effect uncovered that consumers start planning their trip well in advance to make their experiences even more memorable. Nearly a quarter of consumers (23%) book their accommodation six to twelve months ahead of the event, with another 20% making reservations three to six months in advance.

Spending on accommodation also reflects the growing value fans place on enhancing their live music experiences. Over the past three years, more than half of respondents (56%) reported spending over £100 on a place to stay when attending a concert, with 38% investing between £101 and £200.

“Many fans don’t just attend gigs and festivals now, they plan entire trips around them,” said Paul Samuels, President – Global Partnerships at AEG International. “From hotel stays to international flights, fans are extending their experience to enhance it further. This presents a golden opportunity for travel brands to connect with live music fans who are highly engaged and actively planning and become part of their journey at future events from the very beginning.”

The Live Effect report investigates the power of live music for consumers and brands in the UK and has identified that consumers are unwilling to forgo the opportunity to feel positive emotions like joy and excitement, and to make lasting memories. Nearly half (46%) of live music fans prioritise spending on live entertainment, even during periods of economic pressure.

These findings reinforce live music events as a prime and proven touchpoint for travel marketers. The emotional resonance of live music creates a halo effect for brands, that can elevate these experiences further. Nearly half (49%) of fans have made a purchase decision based on a brand’s association with a live entertainment event, increasing among traditionally hard-to-reach Gen Z and Millennials consumers (73% and 65% respectively).

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