The Taylor Swift Effect on Property
Maximising Your Rental Income: Seizing Opportunities During Major Events
Running a successful property investment business is about recognising opportunities and being bold enough to step into the space to fulfil demand. One of the core lessons we teach in our courses at Fielding Financial is how to develop a flexible property investment strategy. This approach ensures you can identify needs, respond to demand, and meet market needs as they arise.
Whenever there is a major event in a particular area, UK property investors have a unique opportunity to significantly boost their rental income. Take an event like Taylor Swift’s “Eras” tour, which will draw massive crowds who are willing to travel great distances, these fans create a surge in demand for accommodation, presenting a lucrative opportunity for homeowners and property investors alike.
Fielding Financial has been examining this trend and has analysed data from various sources, such as Property Investor Today. The below findings show that investors can achieve substantial earnings by capitalising on the increased demand for short-term rentals during major events, such as music concerts, festivals, carnivals, and sporting matches. Here’s an example breakdown of potential earnings for homeowners in key concert cities:
Potential Earnings Breakdown
| City / Event Location | Average Airbnb Price Per Night | Total Nights Event is Running | Potential Earnings |
| Edinburgh (Murrayfield Stadium) | £971.32 | 3 | £2,913.96 |
| London (Wembley Stadium) | £344.23 | 8 | £2,753.92 |
| Liverpool (Anfield Stadium) | £443.27 | 3 | £1,329.81 |
| Cardiff (Principality Stadium) | £790.28 | 1 | £790.28 |
Edinburgh: Top Earner Potential
We were a bit surprised, but Edinburgh stands out with the highest potential earnings. It boasts a staggering average nightly rate of £971.32. This means that a savvy property owner with a good standard of accommodation in the right location, could earn nearly £3,000 over the three-night stay during Taylor Swift’s concerts, for example. That’s a monthly income for some households or more. The influx of fans creates a demand swell for local accommodation and therefore it makes a prime location property an opportunity for short-term rentals.
London: Extended Opportunity
It is no surprise that London ranks high here. After all it is a hotspot for major events. Despite the degree of competition lowering the average Airbnb price to £344.23 per night, it is made up for by the extended eight-day run of the concerts that offers significant earning potential for those bold enough to make the most of it. Over these eight nights, switched-on investors could earn nearly £2,800 by listing their property on Airbnb, posting in the event forum that you have accommodation and listing on local information sites too. At the end of the day the goal is attracting visitors eager to be close to the action at Wembley Stadium.
Liverpool: Profitable Short Stays
Liverpool, city of culture, presents a lucrative opportunity for property investors too. As an area, so much has happened here and it has seen significant investment which attracts people and disposable income. With three nights of concerts at Anfield Stadium and an average Airbnb price of £443.27 per night, homeowners can potentially earn over £1,300 in additional income if they can jump on the opportunity. This is a great chance to leverage short-term rentals to maximise profits. Having a solid property investment strategy that lets you be flexible really comes into it’s own in this situation.
Cardiff: Single Night Surge
It’s always about value of night if you are prepared to be adaptable. Even with just a single concert date can make a good chunk of cash. On the ball Cardiff homeowners can capitalise on the increased demand from concert-goers. The average Airbnb price of £790.28 could translate to nearly £800 in one night, that is a significant boost for property investors looking to take advantage of short-term rental opportunities. The skill is being able to see the trend or the demand and knowing how to respond in a limited window. Fortune favours the bold who take action!
The Bigger Picture: Airbnb Price Increases
Data reveals a significant increase in Airbnb prices during major events compared to average prices outside these times:
| City / Event Location | Average Airbnb Price Per Night (Outside Event) | Average Airbnb Price Per Night (During Event) | Increase |
| Edinburgh (Murrayfield Stadium) | £153.25 | £971.32 | +533% |
| Cardiff (Principality Stadium) | £127.97 | £790.28 | +517% |
| Liverpool (Anfield Stadium) | £133.50 | £443.27 | +232.03% |
| London (Wembley Stadium) | £184.84 | £344.23 | +86.23% |
Tips for Maximising Your Rental Income During Major Events
- Understand Local Regulations
- Familiarise yourself with local short-term rental regulations and zoning laws. Ensure your property complies with all local requirements to avoid fines or legal issues.
- Enhance Your Property’s Appeal
- Invest in minor upgrades and ensure your property is clean, modern, and comfortable. High-quality photos and appealing descriptions can attract more guests and justify higher rates.
- Optimise Your Listing for SEO
- Use relevant keywords in your property listing to increase visibility on Airbnb. Mention the event, nearby attractions, and any unique features of your property to attract event-goers searching for accommodation.
- Offer Flexible Check-In and Check-Out Times
- Cater to the needs of event attendees by offering flexible check-in and check-out times. This can make your property more appealing to guests with varying schedules.
- Provide Event-Specific Amenities
- Enhance your guests’ experience by offering amenities related to the event, such as transportation guides, maps, or even event-themed welcome packages.
- Set Competitive Pricing with Smart Tools
- Use dynamic pricing tools to adjust your rates based on demand. These tools analyse local market conditions and help you set competitive rates that maximise your occupancy and revenue.
- Promote Your Listing on Social Media
- Leverage social media platforms to promote your Airbnb listing. Share your listing in relevant groups and forums where potential guests might be looking for accommodation.
- Maintain Excellent Communication with Guests
- Ensure prompt and clear communication with your guests from the moment they book until they check out. Provide them with all necessary information and be available to answer any questions they might have.
- Highlight Proximity and Convenience
- Emphasise how close your property is to the event venue and any public transportation options. Convenience is a major selling point for event attendees.
- Gather and Display Positive Reviews
- Encourage guests to leave positive reviews after their stay. High ratings and positive feedback can significantly boost your property’s attractiveness to future guests.
Why Fielding Financial?
At Fielding Financial, we equip you with the knowledge and strategies to identify and capitalise on opportunities within the property market. Our comprehensive training programs provide you with the tools needed to adapt to market demands and maximise your rental income during major events.
Join us to learn how to navigate market trends, enhance your property listings, and make informed decisions that benefit both your portfolio and the community. Discover the potential of your property investments with Fielding Financial today.
For more information on our training programs and how we can help you succeed in property investment, visit Fielding Financial.
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