Travel and accommodation have become integral to the modern live music experience, with new research from AEG Global Partnerships revealing that fans are increasingly willing to journey significant distances to see their favourite artists.
The Live Effect report, based on a survey of 3,000 UK adults and extensive internal data, shows that nearly half of concert-goers (49%) have booked travel — including trains or flights — to attend a gig, with 40% doing so for festivals. More than a third (35%) of fans have arranged accommodation as part of their live music plans, compared with 31% for festival attendees.
The findings also highlight the borderless nature of fandom. Over a third of respondents (35%) have travelled more than 100 miles to attend a live music event, and almost one in five (19%) have journeyed overseas for concerts or festivals. This is reflected in ticketing trends: one in ten tickets for events at The O2 are purchased from abroad, while international sales for American Express presents BST Hyde Park rose by 57% between 2024 and 2025.
Planning for these trips begins months ahead. According to the report, 23% of fans book accommodation between six and twelve months in advance, with a further 20% securing rooms three to six months before the event. Spending patterns reinforce the value placed on enhancing the live music experience, with 56% of respondents reporting they have spent more than £100 on accommodation for a concert in the past three years, and 38% spending 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 report also underscores the emotional significance of live entertainment. Despite economic pressures, nearly half (46%) of fans prioritise spending on live music due to the joy, excitement, and lasting memories it creates. This emotional connection has strong benefits for brands: 49% of fans say they have made a purchase influenced by a brand’s association with a live event, rising to 73% among Gen Z and 65% among Millennials.
