The Impact of TV and Movies on Travel

In today's interconnected world, the influence of television and movies extends far beyond entertainment. These narratives shape our perceptions, desires, and even our travel choices. In fact, 52% of participants in Justfly.com’s recent Film and TV Destination Inspiration survey reported having chosen travel destinations after seeing it in a TV show or movie, with 71% having prioritized one destination over another due to the same influence. 

From the phenomenon of set-jetting and the allure of luxury resorts showcased in The White Lotus, to the immersive experiences sought by the experience economy, media consumption is redefining how and where we travel now more than ever before. 

Set-Jetting

"Set-jetting" is the practice of choosing vacation destinations based on the filming locations of TV shows or movies. According to Expedia, the influence of TV and movies on travel choices surpasses the influence of social media and influencers with viewers even searching for imaginary destinations like Schitt’s Creek and Stars Hollow. Here are some examples:

• Netflix's Emily in Paris fueled a 200% increase in searches of the French capital on Expedia after the premier of its fourth season, which inspired viewers to explore Paris and the French Riviera.

• England became a popular travel destination thanks to Netflix’s Bridgerton and The Crown and Apple TV’s Ted Lasso with lasting effects. According to Visa, domestic Bridgerton fans alone brought in at least £1.5 million to the local economy. After the premier of each season of The Crown, skyscanner.com saw global flight searches to England elevate up to 53%. Similarly, the season two premier of Ted Lasso prompted a 160% surge in Expedia searches for Richmond. 

• South Korea recently saw a travel boom related to the release of Netflix’s Squid Game season two, with Eurochange seeing a 360% increase in searches for the South Korean won, highlighting the growing influence of the show on global tourism. 

• Thanks to The Lord of the Rings movie series, New Zealand’s economy has been reaping benefits of movie fans' tourism interests since the release of the series’ first film (over 20 years). According to Tourism New Zealand, 3.6 million people visit the country every year with 1 in 5 citing the movie as inspiration for the trip. 

The White Lotus Effect

HBO's hit series The White Lotus has become more than just a show; it's a cultural sensation that has impacted travel trends in several ways. Set-jetters who travel based on their love of the TV show are not only drawn in by idyllic settings but also the promise of a luxurious experience. 

Filmed at three stunning Four Seasons properties – Four Seasons Resort Maui at Wailea, San Domenico Palace, Taormina, A Four Seasons Hotel, and Four Seasons Resort Koh Samui – the series has sparked a surge in bookings at these luxurious destinations. Wanting to experience the same opulence and escapism portrayed on screen, travelers have been inclined to visit the resorts in which the TV show has taken place over the years, establishing "The White Lotus Effect." Luxury travelers have distinct preferences and expectations when planning their journeys, desiring personalization, connection, and complete satisfaction, making luxury experiences all the more valuable. 

According to Expedia, the show drove a 300% increase in travel demand to Hawaii and Sicily within 90 days of airing seasons one and two compared to the year prior. Thailand was no different. Following the release of the season three trailer, the Koh Samui region saw a 40% increase in searches and a 65% spike in searches for the Thailand-based resort on Hotels.com after the season three premiere. 

The Experience Economy

With travelers wanting to experience their favorite TV shows and movies while traveling, the experience economy is on the rise and transforming travel by prioritizing unique, memorable experiences over material possessions. With personalization, connection, and satisfaction in mind, travelers, especially Millennials and Gen Z, are increasingly seeking immersive experiences that allow them to connect with local cultures and create lasting memories. This shift is evident in the rise of engagement with cooking classes, cultural tours, adventure activities, and pop-up activations based on trending media. 

Conclusion

The impact of TV and movie consumption on travel is profound and multifaceted. From the narrative-driven adventures of set-jetting luxurious, the escapism of "The White Lotus" Effect,” to the immersive experiences sought by the experience economy, media continues to shape our travel choices in powerful ways. As travelers increasingly seek to live out the stories they see on screen, the travel industry must adapt to cater to these evolving desires, offering experiences that are as captivating and memorable as the shows and movies that inspire them.