Hospitality leaders, you’re sleeping on one of the biggest drivers of revenue in today’s market.
Let’s talk about music.
Let’s talk about travel.
Now let’s combine them.
Bad Bunny just proved in Puerto Rico that one artist can completely flip a destination’s economy. His residency generated more than $200 million. Hotels packaged tickets with stays and sold out instantly. More than 48,000 hotel nights booked, short term rentals surging, restaurants packed, flights full. What should have been a slow pre hurricane season turned into one of the hottest tourism booms the island has ever seen. One artist did that. Not a convention. Not a campaign. Culture did it.
And if you think that is an isolated example, look at Taylor Swift. Her Eras Tour has been the single biggest tourism driver in the United States. Cities hosting her shows saw hotel occupancy outpacing major sporting events. Airlines scrambled to add capacity. Restaurants hit record sales. Local economies reported billions in direct spending. Fans booked multiple nights, extended stays, and turned her concerts into multi day tourism events. One artist did that.
Here is the uncomfortable truth. Your traditional marketing plan will never outperform culture. Your billboard, your glossy ad, your generic campaign will never move people the way music does. Because music is emotional. Music creates community. Music creates urgency. And when music travels, it pulls hospitality with it.
So what do you do with this information?
1. Stop waiting for someone else to move. Do not rely on tourism boards or city councils. Build relationships directly with promoters and artists. If you are not in those conversations early, you are already behind.
2. Stop selling just a bed. Fans are not booking your property for a mattress. They want an experience. Create packages with transportation, F&B, themed events, exclusive access, and local tours. Sell the story, not the stay.
3. Market like you are part of the fan base. Learn the hashtags, the memes, the language. If you want their money, speak their culture. Fans reward brands that actually get it.
4. Start measuring smarter. Occupancy is lazy math. Track length of stay, F&B spend, repeat bookings, social mentions, and long term lift in brand perception. Stop playing checkers when everyone else is playing chess.
The lesson here is simple. A single artist can do more for your destination than years of advertising. Culture drives commerce. Music drives travel. And if you are not aligning your brand with cultural moments, you will get left behind while the bookings and revenue go elsewhere.
Hospitality executives, the clock is ticking. Culture is not waiting for you. Fans are not waiting for you. The question is, are you going to adapt and capture it, or are you going to watch another Bad Bunny or Taylor Swift moment pass you by while your competitors cash in?
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If you like the way I look at the world of hospitality, let’s chat: scott@mrscotteddy.com.
