Transforming hotel revenue: Market-moving events in 2025 and their impact on hotel demand and pricing

Major international gatherings - whether sports, music, or business - are powerful catalysts for hotel rate increases. But behind the headlines and booming demand lie nuanced booking curves, evolving rate strategies, and highly competitive markets.

Using Lighthouse data, we’ve pinpointed seven standout events with the power to move markets and reshape traditional pricing curves, detailing how prices are trending and what you can do to stay ahead.

1. World Expo 2025 – Osaka, Japan

Dates: April 13 – October 13, 2025

Location: Osaka, Japan

Why it matters

The World Expo is known for attracting millions of visitors, including business groups, government delegations, and curious travelers worldwide. 

In Osaka’s case, over 150 nations will showcase cultural, technological, and sustainability breakthroughs, turning the city into an international innovation hub for half the year.

Market impact

• Rates have surged by a staggering 32% compared to 2024, where a night will cost on average $159, up from $119 during the same period a year ago and reflecting strong pre-booking activity.

• Demand is notably high, particularly during the opening week which shows a 47% year-over-year rate jump, though only marginal gains when compared to 2023.

• Promisingly for hoteliers, out of the entire 6 month event, only 10 of those days are currently showing softer demand than 2024.

Key takeaway

Looking at data from other events, we know that major events invert the typical pricing curve - hotels often open with high rates, anticipating robust demand. As bookings accumulate, any unsold inventory may see modest price drops close to arrival to fill the remaining rooms. 

However, the six-month duration means multiple waves of arrivals. Properties that track on-the-books reservations and competitor rates will be better placed to balance occupancy against maximizing rates over the course of the expo.

Where some large events spark a short-lived surge, Osaka’s World Expo is a marathon. Dynamic pricing over many months (rather than a single peak) will be crucial for revenue managers for when those waves come.

2. Eurovision Song Contest – Basel, Switzerland

Dates: May 13 – 17, 2025

Location: Basel, Switzerland

Why it matters

Eurovision is a cultural juggernaut. Fans, delegations, and media descend on the host city, with fierce competition for accommodations. This year Basel in Switzerland has the honor of hosting.

Market impact

• Demand is currently 280% higher compared to the same time in 2024, indicating exceptionally strong early interest.

• The average advertised nightly rate for Eurovision week in Basel has surged from $247 in 2024 to $512 in 2025 - a 107% increase year over year.

• For the night of the final, the current advertised rate is $580, which is 216% higher than the same night in 2024.

• There also appears to be spillover into Zurich and Bern, both cities commanding a +21% and 31% premium for the final weekend over the same weekend in 2024, where the average advertised rate in Zurich for the night of the final is $388 and $298 in Bern. 

Key takeaway

Basel’s relatively limited room supply, coupled with Eurovision’s extensive appeal, generates sustained upward pressure on prices during the event window.

To maximize revenue, hoteliers can consider offering multi-night packages, collaborating with local vendors for curated experiences, and close monitoring of competitor strategies. Being agile - responding to both early-bird fans and latecomers - will help capture the full spectrum of Eurovision travelers.

3. Beyoncé’s Cowboy Carter Tour – Multiple Regions

Dates: April – July 2025

Location: USA & Europe

Why it matters

Beyoncé’s Cowboy Carter Tour is already having a major impact on hotel demand across key U.S. cities. With dates only recently announced, forward-looking pre-booking data, including hotel searches indicate strong interest in this tour and early pricing trends show that hotel rates are responding. 

Given Beyoncé’s track record of record-breaking tours and dedicated fanbase, hoteliers should be proactively monitoring their offerings.

Market impact

• Chicago (May 15–18): Demand is already high, although there is also an overlapping major expo. However, since the tour was announced (early February), hotel prices for the first show date (May 15) have climbed from $219 to $246, while May 17 rates rose from $281 to $310, confirming an early surge in bookings. The final date, an extra show on the 18th, is likely to follow suit.

• Houston - Demand is up 33% YoY, with rates 17% higher than the 2025 average. Prices have also climbed 12% from pre-announcement levels, indicating strong momentum.

• Atlanta - Experiencing one of the most dramatic jumps, demand has surged 66% YoY, with prices rising 20% in the first two weeks post-announcement.

Key takeaway

Beyoncé’s Cowboy Carter Tour is poised to be a major revenue driver for hoteliers, though it is still to be determined if it will generate the same pricing power as Taylor Swift’s Eras Tour.

With a relatively short turnaround between the tour announcement and the first dates, the shorter-than-usual booking window means that hoteliers must act decisively to capture demand before it peaks. 

Unlike long-lead events where demand builds gradually, hotels in host cities are already experiencing a strong uptick in demand, making real-time pricing adjustments all the more crucial.

4. FIFA Club World Cup – USA

Dates: June 15 – July 13, 2025

Location: Multiple U.S. Cities

Why it matters

An expanded 32-team format means more matches, more fans, and a truly global spotlight on U.S. cities like New York, Atlanta, Miami, Dallas, and Los Angeles. 

Matches spread across 11 host cities mean a nationwide rise in room demand, creating a unique opportunity for hoteliers to capture a share of international football fever, and an appetizer for the 2026 FIFA World Cup in the USA, Mexico and Canada.

Market impact

• Every one of the 11 U.S. host cities is seeing higher advertised rates compared to 2024 actualized prices, ranging from a modest +5% in Nashville (fewer matches, smaller venue) to a striking +39% in Philadelphia, which hosts eight games at 69,000-capacity Lincoln Financial Field.

• Cities like Cincinnati, Philadelphia, and Seattle are experiencing at least a one-third increase over their average annual rates. Seattle, despite hosting only group games, has room prices 45% higher than its 2025 annual average, thanks to hometown excitement over facing clubs like Botafogo, Atlético de Madrid, and Paris Saint-Germain.

• Forward demand indicators show daily YoY increases of up to +61% in Seattle, +62% in Cincinnati, and +74% in Philadelphia during June and July. For Philadelphia and Seattle, match days now represent the highest-priced nights of 2025, with nightly peaks of $320 and $310, respectively.

Key takeaway

Tournaments often see a knockout-stage premium. Fans unsure if their team will advance might hold off booking until later, triggering a last-minute surge in rates. If you’re in a host city with multiple matches, lock in base business early, then push rates higher once fixtures are confirmed.

Anticipate two major booking waves: initial hype around the event announcement and a second wave once teams are confirmed for knockout stages. React quickly to these booking patterns.

5. UEFA Women’s Euro 2025 – Switzerland

Dates: July 2 – 27, 2025

Location: Multiple Swiss Cities

Why it matters

Women’s football has experienced explosive popularity. For UEFA Women’s Euro 2025, stadiums in Basel, Zurich, and Bern will likely draw large attendance, attracting fans from all over Europe and drawing more crowds to Switzerland for another large-scale event in 2025.  

Market impact

• Basel: Demand on match days is extremely high, with significant rate increases especially leading up to the final on July 27. Although pricing has not yet matched the peaks of Eurovision, it’s steadily rising for each match day and advertised rates in July are up 36% on July 2024.

• Bern: While it doesn’t reach Basel’s or Zurich’s heights, Bern’s daily rates still reveal clear price jumps around key matches. Examining nightly averages from July 2 to July 19, we see multiple days soaring above $300, such as July 3 ($327), July 11 ($336) and July 18 ($361) - the highest of the entire period. By contrast, days without marquee matches dip into the upper $200 range, reflecting the opportunity presented by this kind of event.

• Zurich: Despite relatively slim overall year-over-year gains for July, day-level data shows notable spikes well above the monthly average. Rates hover around mid-$300s on several dates - peaking at $381 on July 9 - while quieter periods dip closer to the low $300 range. For hoteliers, it’s a timely reminder that agile, date-specific pricing is essential to capture the full revenue potential during the tournament.

Key takeaway

Major tournaments often attract short-lead bookings, as supporters wait to see how their teams progress before making travel plans. 

In the final weeks - and even days - leading up to key matches, or the knockout stages, hotels can see a rapid rise in occupancy and a corresponding jump in rates. Properties near stadiums or fan parks should remain agile in their rate strategies to capture last-minute travelers.

The best way to keep your finger on the pulse is to monitor real-time demand and refine rates accordingly. Partnerships with event organizers or fan travel packages can also help to secure early bookings at robust prices.

6. Oasis Live ’25 Tour – Global

Dates: July 4 – November 23, 2025

Location: UK, Ireland, North America, Australia, South America

Why it matters

Oasis’s reunion is a once-in-a-generation phenomenon and with limited shows in only a handful of locations, many fans will likely have to travel to see one of their upcoming concerts. As a result, once the dates and tickets were announced and went on sale, we immediately saw the impact. 

Market impact

• Cardiff: Demand has surged an extraordinary 125% versus the same time last year, causing nightly rates to jump dramatically from an average of $165 in 2024 to $807 - a remarkable 388% increase.

• Manchester: Occupancy is notably high for the key weekend shows on July 11 and July 19, each currently at 57%. Occupancy for other tour dates in Manchester is slightly lower, sitting at 47% (July 12), 42% (July 20), and dropping to 32% for the midweek performance on July 16. 

• Pricing clearly reflects the influence of the Oasis concerts, with a peak rate of $501 for the Saturday show on July 19, followed by a significant 48% drop the next Saturday (July 26), when there is no Oasis concert, demonstrating just how strongly the tour dates are driving hotel demand and pricing.

• Similar trends can be seen in Dublin and Edinburgh, with Edinburgh peaking at over $800 for the show on August 9 - one of the highest nightly rates of the year.

• Even in London, advertised hotel rates for the Oasis concert dates are already among the highest for the summer months, reflecting strong early demand and indicating these events are significant revenue opportunities.

• Further afield, other venues including Melbourne and Sydney have also seen notable rate increases in line with the Oasis tour dates despite these concerts only being in late October and early November.

Key takeaway

Smaller markets like Cardiff can charge a premium due to limited supply - a classic illustration of how “once-in-a-lifetime” concerts can invert typical pricing patterns. If, however, some nights don’t book as quickly, last-minute discounting could occur, but this will depend on the inventory remaining as the dates draw near. 

For big-name tours, consider implementing minimum-night stays or packages that bundle other experiences. Demand is so strong that single-night sales might undervalue your full revenue potential.

7. G20 Summit – Johannesburg, South Africa

Dates: November 22 – 23, 2025

Location: Johannesburg, South Africa

Why it matters

The G20 Summit is one of the most high-profile gatherings of world leaders, finance ministers, and policymakers, drawing global attention and increasing demand for premium accommodations. 

Johannesburg, as the 2025 host city, will experience a significant influx of government delegations, media representatives, and business leaders, leading to a notable surge in hotel demand.

Market impact

• Demand is already 30% higher than it was for the same dates in 2024, with a high level of flight search traffic indicating further booking activity.

• As a result, citywide hotel rates for November 2025 are tracking 25% higher than in 2024.

• While the average nightly rate in Johannesburg for 2025 is $129, prices during the summit dates are already hovering around $190, despite being nine months out. 

• Rates for the days leading up to the event have increased by more than 20% on select dates, and elevated pricing extends into the week before and after the summit, providing more revenue generating opportunities for savvy hoteliers who are using market intelligence solutions to monitor demand.

Johannesburg is experiencing strong early demand, particularly from government delegations and corporate travelers who tend to book far in advance for such high-security summits. However, the ongoing search activity suggests that a significant portion of demand is still unbooked, leaving room for further price growth as availability tightens.

Additionally, rate increases in the lead-up to the summit reflect a pattern often seen with high-profile international events:

• Business travelers arriving early for pre-summit meetings are driving up rates before the official event dates.

• Extended stays for post-summit networking have resulted in elevated prices in the week following the summit, indicating a more prolonged impact on hotel demand than the summit itself.

Key takeaway

Johannesburg hoteliers have a prime opportunity to capitalize on demand fluctuations surrounding the G20 Summit:

• Monitor and adjust pricing dynamically. As the event approaches, prices are likely to rise further. Keeping a close eye on competitor rates and booking trends will be critical.

• Consider strategic length-of-stay policies. Given that demand extends before and after the summit, implementing minimum stay requirements could help maximize revenue.

• Many international attendees may finalize travel plans closer to the event. Holding firm on rates in the final months can yield higher revenue per available room (RevPAR).

• Prepare for a surge in luxury and business-class bookings. Government officials, corporate executives, and media personnel will prioritize upscale and business-friendly accommodations, presenting an opportunity for higher-yield sales.

With strong early momentum and continued search interest, the G20 Summit is set to be one of Johannesburg’s most lucrative events of the year for the hospitality sector. Hotels that effectively manage their inventory, pricing, and promotional strategies will be best positioned to maximize profitability.

How to prepare for event-driven demand

Major events can boost your hotel's revenue significantly - but you need the right approach. Here are practical steps to get ready:

1. Use data to predict demand 

   • Monitor booking patterns early to set accurate rates ahead of demand spikes.

   • Adjust prices proactively instead of reacting late.

2. Be smart with your restrictions 

   • Implement minimum-night stays for high-demand events.

   • Offer bundled packages (rooms, event tickets, or local experiences) to encourage longer bookings.

3. Understand booking windows 

   • Events like concerts often see bookings surge immediately after announcements, while other events may build up slowly.

   • Use your past data to get an understanding of these behaviors.

   • Set your rates according to when you expect bookings to peak.

4. Keep an eye on your competitors 

   • Regularly check how competitors are pricing rooms and adjust your rates quickly to stay competitive without sacrificing profit.

5. Balance occupancy & rate 

   • Focus on setting rates that attract guests without undervaluing your rooms, or leaving your rooms unsold with an overpriced offering.

Using market data to make every event a revenue opportunity 

Whether it’s a half-year global expo, a reunion tour of iconic musicians, or a short, high-stakes summit, 2025’s events present huge revenue opportunities for hotels. But surging demand alone doesn't guarantee success.

To truly maximize profitability, you need the right tools to anticipate market shifts, spot booking trends early, and adjust pricing strategically. 

Lighthouse’s market intelligence solutions, such as Rate Insight and Market Insight, deliver a comprehensive 365-day view into competitive hotel rates and future market demand - significantly extending your planning and pricing window so that you can implement the right tactics at the opportune moment.

When managing event-driven demand, having accurate, real-time market insights makes all the difference. With quick and easy access to data, your hotel can respond confidently to changing conditions, capturing more revenue from every event. Stay ahead of the market and turn 2025’s biggest opportunities into your biggest wins.