Take That fans hoping to stay in Norwich when they perform in the city next year can expect to pay extra, with some hotels charging more than double their usual rate.
The trio will return to Carrow Road for a performance on Thursday, May 30 next year, it was revealed last month.
It is expected to be a major boost for Norwich, both in terms of the economic impact on the night, but also in the longer-term.
And hotels around the city are already cashing in on the star appearance, with several - including the Holiday Inn Norwich City, which is at Carrow Road and has rooms overlooking the stadium - already sold out.
MORE: Take That set to return to Carrow Road in 2019 for Greatest Hits tour
We looked at a selection of hotels, and many others with rooms still available have significantly increased prices on the night, compared to the previous Thursday - including the Holiday Inn Norwich, on Ipswich Road, where the price for a double room jumps from £89.19 to just over £201, an increase of 126pc.
A search online shows the Best Western George Hotel, on Newmarket Road, the Norwich Nelson City Centre Hotel, on Prince of Wales Road, and the Georgian Townhouse are also booked up.
At the Best Western Annesley House Hotel, on Newmarket Road, rates rose by 34pc from £74.50 to £99.50, while at the Travelodge Norwich Central Riverside, on Vedast Street, the cost of a standard room rises from £65.50 to £145 - 121pc.
A spokesperson for InterContinetal Hotels Group, which runs Holiday Inn, said: 'Just like the airline industry, hotel prices and room rates vary due to supply and demand.
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'The Take That concert will attract a huge number of visitors to Norwich with high demand for accommodation and so our daily rate has increased and reflects other hotel rates in the area on the same day.'
Other hotels with increased prices include the Premier Inn on Duke Street, where a double room on a flex basis rises from £65 the Thursday before to £136 on the night, and the Maids Head Hotel, where the price ups from £135 for a double room to £200.
But Christine Malcolm, general manager at the Maids Head, said the prices were not increased due to the concert alone.
'The rate for a room on the night of the Take That concert is no higher than when demand at the hotel is great,' she said.
'The prices have not been overly inflated, they are at best available rate. For example, if you wanted to stay at the Maids Head on Tuesday, Wednesday or Thursday this week, you would pay the same as the Take That concert night, due to high demand.'
AirBnbs in Norwich appear to be largely unaffected - there were 238 available on the website for Thursday, May 23, and 223 on the night of the Take That concert, with many prices the same each week.
A boost for Norwich
The Take That concert, along with other significant events or exhibitions, will act as a major boost to the city's economy.
Stefan Gurney, executive director of the Norwich Business Improvement District (BID), said the benefits to the city were two-fold.
'There is the basic principle of spend of customers on the evening,' he said, 'people who come in and use the city and create an uplift in the bars and restaurants and businesses in the area.
'But then there is the added value of the perception - Norwich being seen as a high-end destination to go to and being in the same conversations as larger concert venue destinations in the UK.
'More people come into the city as a result.'
The value of tourism in Norwich is worth roughly £750m, and the industry across Norfolk as a whole is worth £3.25bn.
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