Blackpink’s upcoming ‘Deadline’ concerts in Bangkok are expected to drive full occupancy at hotels near Rajamangala National Stadium, in line with Thailand’s growing ‘gig tripping’ trend, where up to 40% of the crowds attending music events can consist of foreign attendees.
Piti Kuakiatngam, general manager of Alexander Hotel Bangkok, said his 300-room hotel had already gained a 90% occupancy rate during Blackpink World Tour concerts on Oct 24-26, reflecting strong demand among concertgoers.
During periods when large events are held at Rajamangala, hotels located near the venue are able to maintain high room rates without discounting, he said.
Alexander Hotel has also been able to sell its rooms during periods when such events are held at a higher rate than during regular weekdays and weekends. It also reserves a number of rooms for walk-in guests on concert days.
Most of its bookings during the Blackpink concerts derived from foreign markets, such as China, Japan and South Korea.
Mr Piti said concerts and festivals typically benefit hotels located near the location of such events, just as Alexander Hotel had attracted additional bookings from those attending events at Rajamanagala and the Mall Bangkapi.
As a complimentary service for guests, the hotel also provides free shuttle bus services to the stadium before and after the concerts.
Mr Piti said hotels that still have to discount their room rates during Blackpink’s three concerts in Bangkok are those located in the city and downtown, as they are having to offset the sluggish Chinese inbound market.
However, Alexander Hotel still has to maintain diversified segments, including business meetings, weddings and leisure tourists, as the large events that lure an influx of guests do not occur every week.
Gig tripping
Pattaraanong Na Chiangmai, deputy governor of international marketing for Asia and South Pacific at the Tourism Authority of Thailand, said the agency has been supporting various events across the year to boost tourism.
This strategy is meant to respond with the emerging ‘Gig Tripping’ trend, which refers to those travelling to other cities or countries to attend music events and artist meetings.
Mega festivals and concerts are able to attract foreign tourists, which typically account for 30-40% of total attendees, Ms Pattaraanong.
While large events were likely held a few times a year due to the requirement to plan in advance, artist fan meetings can be held several times across the year and generate an economic benefit, despite being at a smaller scale, she said.
She said those joining fan meetings have strong loyalty and high spending power. A total of 10-20% of fan meeting audiences in Thailand consisted of foreigners, she noted.
Apart from purchasing tickets, which are priced relatively high, they also spend on other services during their trips, including hotels, transport, food, souvenirs, and sightseeing at nearby destinations.
The ‘Choo Young Woo Asia Fanmeeting Tour in Bangkok’ last month lured fans from South Korea, Japan, Singapore, Taiwan, Malaysia and China, accounting for 15% of the total audience.
‘Artists and their fans visiting Thailand help reinforce the nation’s image as a preferred destination for regional and global events,’ said Ms Pattaraanong.
Adith Chairattananon, honorary secretary-general of the Association of Thai Travel Agents, said concert and festival tourism is now a global trend with the potential to attract young and niche markets to the host country.
He said that Thai travel agents rarely operate tour groups dedicated for concerts.
Over 90% of travellers in this segment were independent tourists who opt for online travel agents that offer all-inclusive services, such as transportation and hotel rooms.