In the age of binge-watching and streaming platforms, TV shows and media have taken on a new role in influencing travel trends. One of the most striking examples of this phenomenon is what many in the travel industry are calling the “White Lotus” effect. The hit series The White Lotus has not only captivated audiences but also sparked a surge in demand for the luxury resorts where the show is filmed. This trend underscores the powerful impact that the media can have on hotel demand and opens new opportunities for our travel agents to capitalise on these pop culture moments. 

What is the ‘White Lotus’ effect? 

When The White Lotus premiered, viewers were immediately drawn to the stunning backdrop of the show — a fictional resort set in Hawaii for season one and Sicily for season two, with season three recently filmed in Koh Samui. The breathtaking scenery, luxurious accommodations, and the allure of the exotic locations became hot destinations for fans of the show eager to experience the same opulence and beauty they saw on screen. 

This phenomenon isn’t limited to The White Lotus. Shows like Game of Thrones and Emily in Paris have similarly influenced travel trends, with fans flocking to Croatia, Dubrovnik and Paris alike. But what makes The White Lotus unique is its direct connection to the hotel industry, showcasing how a well-placed TV show can significantly boost demand for specific properties. 

The influence of TV shows and media on travel demands can be attributed to several factors: 

  • Aspirational Appeal: High-end hotels and resorts featured in TV shows are often portrayed as the epitome of luxury and escape. Viewers aspire to live like the characters they watch, even if just for a few days. This aspirational appeal drives demand for the locations featured on screen. 
  • Visual Storytelling: TV shows have the power to bring destinations to life in a way that traditional marketing cannot. The cinematography, combined with the narrative, creates a connection with the audience, making the destination more desirable. 
  • Cultural Influence: Shows like The White Lotus often become cultural touchstones, generating buzz and conversation across social media. This amplifies their impact, as viewers share their desire to visit the locations, further driving demand. 
  • FOMO (Fear of Missing Out): The desire to experience something unique or trendy, as seen in popular media, can trigger a sense of FOMO among travellers, leading to a surge in bookings for hotels and destinations featured in hit shows. 

Opportunities for Travel Agents

For travel agents, the “White Lotus” effect presents a unique opportunity to cater to this growing demand. Here’s how you can leverage this trend: 

  • Curated Packages: Create themed travel packages that include stays at hotels featured in popular TV shows, along with related experiences such as guided tours, dining at notable restaurants, or activities seen on screen. 
  • Targeted Marketing: Use the popularity of these shows to target specific demographics. For instance, fans of luxury travel can be enticed with promotions highlighting the exclusive nature of staying at a “White Lotus” hotel. 
  • Social Media Campaigns: Engage with audiences on platforms like Instagram and TikTok, where travel inspiration is often sought. Share content that ties into the visual appeal of the shows and the destinations featured, using hashtags and trends to boost visibility. 

In case you didn’t know, White Lotus season one was filmed at Four Seasons Resort Maui at Wailea, Kihei, Hawaii, season two was filmed at San Domenico Palace, A Four Seasons Hotel in Taormina, Sicily and season three (yet to air) has been filmed at the Four Seasons in Koh Samui. All of which happen to be featured by Stuba! 

So, remember it’s worthwhile staying on top of the latest TV and film hits, they could be more than just a binge watch and turn into a business opportunity too!