Alison Guillot
Originally published on Amadeus.com
On March 10th, Lada Gaga announced that her only stop in Asia would be in Singapore with shows on May 18, 19, 21 and 24. Her announcement galvanized fans – which she affectionately calls her “Little Monsters”. It’s reported that over 1 million people were in the queue within 10 minutes of her presale tickets going on sale, and Amadeus Navigator360™ data extracted on April 3, reveals that flight searches to Singapore are surging.
Search traffic queries to Singapore saw 57% growth on March 10th – the day Lady Gaga’s Asian tour was announced. Search traffic volumes surpassed this peak on March 18th, 19th and 20th – the days Lady Gaga’s presale tickets became available, growing by a further 41%. This was the highest spike in flight searches to travel to Singapore in May so far this year.
In addition, hotels in Singapore are showing at least a 10% growth on the 4 nights that the concerts are taking place in comparison to last year according to data pulled on April 1 from Amadeus Demand360®.
Little Monsters are booking flights from around the world, travelling mainly from Seoul, Denpasar, Tokyo, Mumbai, Taipei, Hong Kong, London, Sydney, Delhi, Melbourne, Jakarta and Manilla. Bookings have been steadily increasing since the concert dates were announced.
Paul Wilson, Vice President, Hospitality, Asia Pacific, Amadeus says: “As we witness a significant surge in flight searches for Lady Gaga’s concerts in Singapore, it’s imperative for hoteliers to leverage forward-looking data to optimize their marketing strategies. Amadeus insights and technology powers travel players across the entire travel ecosystem and allows them to better merchandize their offers and enable tailored, personalized packages.
“By understanding the dynamics of event-driven travel and adopting a traveler centric approach, hoteliers can enhance their offerings and maximize revenue opportunities, ensuring they are ready to welcome fans from around the globe.”
This data aligns with Amadeus’ 2024 Travel Trends, which saw music tourism booming, and it also connects with the 2025 Amadeus Travel Trends report, which finds that travelers are increasingly looking to nurture meaningful relationships through spontaneous travel experiences that foster genuine connections “in real life” as opposed to online. And what better way is there to create lasting memories than to book a trip to see one of your favorite pop stars across the world with your best friends? Lady Gaga’s newest anthem, Garden of Eden, says it best: “Go get your friends and meet me on the floor.”
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About the data: All data in this story comes from Amadeus Travel Intelligence. The flight data comes from Amadeus Navigator360™ as of April 3, 2025, and the hotel data in this PR comes from Amadeus Demand360® as of April 1, 2025. Navigator360™ is the most comprehensive collection of hotel, air and sociodemographic data available today, empowering businesses to identify evolving travel trends, while Demand360® provides a comprehensive overview of market insights from more than 41,000 hotel properties globally.
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