Adele’s 10-day residency drove significant performance growth for Munich’s hotel industry. 

Adele performed a total of 10 nights at the Messe München, pushing double-digit growth across the August metrics: occupancy (+15.9% to 77.0%), ADR (+46.6% to EUR159.04) and RevPAR (+69.9% to EUR122.46). 

The ADR and RevPAR levels were the highest for any August on record in Munich, while occupancy was the highest for August since 2017. 

The market posted its highest ADR (+99.5% to EUR228.52) and RevPAR (+138.9% to EUR211.04) on opening night (2 August), while occupancy was the highest on 30 August (+44.2% to 93.7%). 

Adele drove Munich hotel performance in August
Occupancy, ADR & RevPAR (EUR), 1-31 August 2024

Room rates exceeded EUR200 on nine of 10 concert nights.

The peak ADR was Munich’s ninth highest this year, but surpassed levels seen during Taylor Swift’s Eras Tour in late-July (EUR208 on 27 July and EUR166 on 28 July). 

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