White Lotus, the show that has made its mark critiquing guests at luxury resorts, seems to be driving a whole lot of them to $1,200-a-night hotels.
Driving the news: Season three of the hit HBO show premieres today, and while we’ll all be on our couches binging it, Thailand — the destination showcased in this season — is likely preparing for a flood of tourists who will be looking for the authentic White Lotus experience.
- According to Bloomberg, one local travel agency already saw a 312% increase in bookings last month, compared with January 2024.
Why it’s happening: Almost 80% of travellers are likely or very likely to take a trip to a destination that’s featured in a movie or TV show they like. Whether it’s Emily in Paris fans flocking to France or Harry Potter heads flooding the U.K., the formula has proven to work.
Why it matters: The host locations of the past two White Lotus seasons, Hawaii and Sicily, saw a 300% increase in travel demand thanks to the show, according to an Expedia report. Even a much smaller bump of 20% in Thailand could be enough to get it back to its pre-pandemic tourism levels.
Zoom out: It’s not just Thailand cashing in. The Four Seasons, which cut a deal with HBO to market itself as the real-life White Lotus, is launching a brand experience at one of its California resorts with everything from White Lotus-themed dinners to wellness activities.—LA