Concert fever is driving Brits' holiday plans, with holidays searches soaring by more than 2,000% - as major travel trends for 2027 are revealed

Live music events are emerging as a key influence on British holiday planning for 2027, according to recent travel data analyzed by eDreams ODIGEO, a leading travel subscription service. The platform's annual 'A Year in Travel' report highlights a significant surge in holiday searches linked to concerts and major cultural happenings, reflecting a shift in how travelers prioritize their destinations.

The report reveals extraordinary growth in interest for trips timed around prominent music tours and festivals. For example, the announcement of the Oasis reunion tour triggered a remarkable spike in travel interest, with searches for Glasgow increasing by over 2,300% and Munich by more than 1,600%. This pattern underscores the strong draw that iconic live performances hold for travelers willing to cross borders to attend.

Similarly, the excitement surrounding Olivia Rodrigo's upcoming Unravelled tour in Los Angeles, scheduled for January 2027, has generated a 32% rise in holiday inquiries between April and October 2026. This uptick illustrates how emerging artists continue to influence travel trends alongside established legends.

Harry Styles' 2027 Together, Together tour dates have also contributed significantly to travel search surges, particularly within the UK. London saw a 221% increase in searches following the tour announcement, while countries such as Denmark, Mexico, and Austria recorded rises exceeding 600%, indicating Styles' global appeal is prompting international travel as well.

Beyond music, the report points to other major events shaping travel plans. The FIFA Women's World Cup, hosted in Brazil from late June to late July 2027, has increased global travel interest to the country by 40% compared to the previous year, showing the growing impact of international sports events on holiday choices.

The analysis also highlights evolving traveler motivations. In 2027, 39% of global travelers report being inspired by social media to explore new destinations, with a particular enthusiasm for discovering lesser-known locations. This trend toward uncovering hidden gems indicates a diversification in travel preferences beyond traditional hotspots.

Popular European cities continue to dominate the top travel destinations, with perennial favorites such as Rome, Barcelona, Paris, London, and Madrid maintaining strong appeal. London notably ranks fourth globally, reflecting its status as a cultural and musical hub, further boosted by major event-driven tourism.

Pablo Caspers, chief travel officer at eDreams ODIGEO, emphasizes that travelers increasingly make spontaneous decisions influenced by significant events and unique experiences. The desire for flexibility in bookings has grown accordingly, shaping how new generations approach holiday planning.

The report also touches on emerging concerns such as travel etiquette and hygiene, suggesting that travelers are becoming more conscientious about their conduct and health safety while abroad. Additionally, interest in sports-related travel and destinations with colder climates is gaining momentum, signaling a broadening spectrum of holiday interests.

As live music and landmark events become central to holiday motivation, the 2027 travel landscape is set to be defined by a blend of cultural engagement and experiential discovery. The data from eDreams ODIGEO underscores how entertainment and social media continue to reshape global travel patterns, offering fresh opportunities and challenges for the tourism industry.