The White Lotus effect is the surge in travel interest and bookings that follows each season of HBO’s The White Lotus in the destinations and resorts where it’s filmed. Hotels and travel agencies can ride this kind of wave by spotting pop culture trends early, creating experience-led packages inspired by them, publishing timely content travellers can find in search and AI tools, and promoting it quickly with small, targeted campaigns.
When The White Lotus Season 3 was announced to be filmed in Thailand, it didn’t just excite TV fans. It sparked a travel trend. Interest in Koh Samui, Phuket and Bangkok rose sharply as viewers imagined themselves on those beaches and in those luxury resorts, and Thai tourism officials publicly predicted a boost in visitor numbers. Industry watchers now call it the “White Lotus effect.”
It wasn’t the first time. Season 1 put the spotlight on Maui, and Season 2 sent travellers flocking to Taormina in Sicily. Each season, the destinations and resorts on screen became places people wanted to experience for themselves.
But this isn’t just a story about Thailand or one TV series. It’s a lesson for every hotel, resort and travel agency on how storytelling, pop culture and fast action can bring in a new wave of guests.
The key?
- Spot the wave early
- Craft meaningful offerings
- Show up where travellers are dreaming
Here’s what you can learn, and do, to bring more organic traffic and travellers to your door.
What Is Set-Jetting?
Set-jetting is travel inspired by films and TV shows, where people visit the places they’ve seen on screen. It’s one of the strongest travel trends of recent years, driven by streaming platforms that let a single series reach a global audience at the same time.
India has seen its own version for years. Zindagi Na Milegi Dobara inspired a wave of Indian travellers to explore Spain, and Bollywood hits have long turned hill stations, palaces and beaches into must-visit locations. K-dramas have done the same for South Korea.
The White Lotus effect is simply the most visible recent example of something any hotel or travel brand can learn to use.
1. Cultural Moments Become Guest Moments
Travellers today don’t just search for destinations. They dream of experiences they’ve seen in shows, films and on social media. When viewers watched The White Lotus, they pictured themselves at those resorts, by those pools and on those beaches.
What hotels and travel agencies can do:
- Stay alert to major pop culture moments, such as new TV seasons, film releases, festivals and award seasons
- Create packages or experiences inspired by what’s trending
- Promote them quickly through your website, social media and newsletters
2. Be Found Through Smart Storytelling
Brands that published timely content around White Lotus locations and themes captured a share of the search interest the show created, often without heavy ad budgets.
What you can do:
- Create blogs or landing pages that connect your property to the trend, for example:
- “Explore Koh Samui Like a Luxury Resort Guest”
- “Luxury Journeys Inspired by Hit TV Destinations”
- Highlight how your hotel, villa or tour connects to the same feelings: luxury, escape, wellness and culture
- Structure content with clear headings and direct answers, so it can appear in Google’s AI Overviews and AI tools such as ChatGPT when travellers ask for recommendations
4. Move Fast, Even with Small Actions
The brands who benefitted the most were those who acted immediately. They launched quick pages, influencer collaborations, and trend campaigns.
3. Sell Experiences, Not Just Rooms
Season 3 was filmed at the Four Seasons Resort Koh Samui, and the resort became part of the story. Guests weren’t just booking a room. They were booking the feeling of stepping into the show.
What you can do:
- Offer curated stays, such as candlelit dinners, spa journeys and cultural walks
- Build small, exclusive experiences that feel cinematic
- Make guests feel part of a story, not just visitors
4. Move Fast, Even With Small Actions
The brands that benefited most acted quickly. They launched simple landing pages, influencer collaborations and trend-led campaigns while interest was at its peak.
What you can do:
- Don’t wait for big budgets. Launch a simple email, Instagram story or website banner connecting your property to the trending theme
- Encourage guests to share photos with your own branded hashtag, such as #MyLuxuryEscape
- Prepare a “trend response kit” in advance, with templates for a landing page, email and social posts, so you can launch within days
5. Combine Organic Visibility With Paid Boosts
The most successful brands paired smart content with small, targeted ads around trending searches.
What you can do:
- Promote your trend-inspired stays with lightweight Instagram or Google ads
- Target travellers already searching for related destinations or experiences
- Retarget visitors who read your trend content but didn’t book
How to Spot the Next Wave Early
The next White Lotus effect could come from any show, film or viral moment. Here’s how to see it coming:
- Google Trends: watch for rising searches around destinations, hotels and filming locations
- Streaming charts: follow the top shows on Netflix, Prime Video, JioHotstar and other platforms
- Production news: filming announcements often come months before release, giving you a head start
- Social listening: track hashtags and travel conversations on Instagram, YouTube and Reddit
- Your own data: watch for unusual spikes in website searches, enquiries or booking dates
HBO has confirmed a fourth season of The White Lotus, so keep an eye on where it films next.
How to Use Pop Culture in Marketing Safely
Riding a trend is smart. Borrowing someone else’s brand without care is risky. The White Lotus is a trademark of HBO, and stills from the show are protected by copyright.
- Use “inspired by” language and avoid presenting packages as official or endorsed
- Don’t use show logos, stills or clips without permission
- Use your own photography and original creative
- Focus on the feelings and themes, such as luxury, mystery and escape, rather than the brand name itself
- If in doubt, check with a legal adviser before launching paid campaigns
Sample Actions You Can Take
| Move | Example |
|---|---|
| Email campaign | “Live Your Dream Luxury Escape in Gujarat” (or wherever your property is) |
| Landing page | “Inspired Escapes: Travel Where Stories Come Alive” |
| Mini-experience | A “Storytelling Dinner Night” featuring local cuisine and legends |
| Quick blog | “Why Our Resort Feels Like Stepping Into a Dream” |
| Influencer invite | Host a micro-influencer for a one-night “experience shoot” |
| Short video | A 30-second reel recreating the feeling of a cinematic arrival |
The Big Picture: Travel Is Storytelling
Your hotel or agency isn’t just selling beds and flights. You’re inviting people into stories they want to live. By watching cultural trends and acting smartly, you can:
- Increase organic traffic
- Attract higher-value guests
- Stand out from competitors
The best time to tell your story is when travellers are dreaming.
Frequently Asked Questions
What is the White Lotus effect?
The White Lotus effect is the rise in travel interest and bookings for destinations and resorts featured in HBO’s The White Lotus. It has followed each season, from Maui in Season 1 to Sicily in Season 2 and Thailand in Season 3.
What is set-jetting?
Set-jetting is travel inspired by films and TV shows, where people visit filming locations or destinations they’ve seen on screen. Streaming platforms have made the trend bigger, because one series can inspire viewers around the world at the same time.
Where was The White Lotus filmed?
Season 1 was filmed at the Four Seasons Resort Maui in Hawaii, Season 2 at the San Domenico Palace in Taormina, Sicily, and Season 3 at the Four Seasons Resort Koh Samui in Thailand, with scenes in Phuket and Bangkok.
How can hotels benefit from film tourism?
Hotels can benefit from film tourism by creating packages inspired by trending shows, publishing timely content travellers can find in search, sharing original photos and videos that capture similar experiences and promoting offers quickly with targeted social and search ads.
Can hotels use TV show names in their marketing?
Hotels should be careful. Show names are often trademarks, and stills are copyrighted. Using “inspired by” language and original creative is safer than using show names, logos or images in package titles and ads. Check with a legal adviser before running paid campaigns.
Ready to Create Your Own Wave of Demand?
If your hotel or travel agency has thought about riding the buzz of cultural moments but wasn’t sure where to start, you’re not alone. Many brands miss out simply because no one showed them how to move fast and smart.
At City & Talent, we help hotels and travel brands spot opportunities around them, craft SEO and storytelling campaigns and bring real, relevant organic traffic to their websites without spending a fortune on ads. If you’re looking for the best digital marketing company in Mumbai for travel and hospitality, we’d love to help.
Want your next campaign to be not just seen, but loved and booked? Contact us today and let’s turn cultural moments into loyal customers.