The White Lotus and Its Impact on Travelers
As season three of The White Lotus approaches, travelers may want to rethink their next vacation spot. The series launched a trend called “Set-Jetting,” in which fans are visiting the filming spots of their favorite TV programs.
When HBO’s The White Lotus premiered, it immediately captured audiences with its dry comedy and surprising storylines. It also sparked a global travel movement. Each season is set in a different location, featuring a new, beautiful luxury resort, transforming every filming location into a highly sought-after, must-visit destination. Coined “The White Lotus Effect,” travel at the filming sites has been largely impacted since the series was released four years ago.
After season two aired in 2022, the general manager of San Domenico Palace in Sicily, the filming location of that season, reported that reservation requests had never stopped. The Four Seasons Maui, where season one was filmed, saw a shocking 386% increase in availability searches during the series’ initial run. Viewers aren’t just admiring these locations; they’re actually booking flights.
After The White Lotus spotlighted Hawaii & Sicily, travel demand soared 300%—now, with Thailand in focus, tourism interest is up 412% for 2025.
— CARMA (@CARMA) February 19, 2025
CARMA’s latest report unpacks how the show reshapes luxury travel, branding & tourism marketing.
Read more: https://t.co/DhVBucCKXR pic.twitter.com/V1Id3CVuB1
Part of what makes the travel experience for fans is the resorts’ authenticity. At San Domenico Palace, the resort staff’s uniforms on the series are identical to those worn by real employees. This gives travelers an immersive experience, as if they are truly on set. The White Lotus depicts these resorts exactly as they exist—further fueling the desire for travelers to experience them firsthand.
Of course, The White Lotus isn’t the first title to inspire a trip. Fans of Game of Thrones headed to Dubrovnik, Croatia, and Emily in Paris, which inspired a surge of travel to the City of Love. Research displays that in recent years, television has become a much bigger factor in how people choose their travel destinations. Instead of relying solely on guidebooks or social media, travelers are increasingly influenced by what they see on screen.
Aside from just boosting tourism, The White Lotus has also changed how people think about luxury travel. Instead of seeking five-star accommodations, travelers are now craving experiences that feel cinematic. That might mean staying at a television-famous resort or immersing themselves in the local culture—whether through food, history, or meaningful interactions.
Watch for a boom of interest in travel to Thailand as White Lotus 3 premieres this month! Who else will be watching? pic.twitter.com/ubHmlUvoQS
— Tiffany Dowd (@LuxeTiffany) February 5, 2025
With season three set in Thailand, another wave of White Lotus-inspired travel is inevitable. The only question is: will there be a room left to book?
