White Lotus travel effect pushes luxury trips to screen-famous hotels

The White Lotus travel effect is turning luxury hotels and filming locations into vacation goals, according to Fortune, as travelers book trips built around places they have seen on screen. The trend can bring a rush of spending, but tourism officials and hotel operators also face crowding, higher prices and backlash in places tied to popular shows.

HBO’s The White Lotus has become one of the clearest examples. Fortune reported that the series has already set seasons in Maui, Sicily and Thailand, and that another season is being filmed near St.-Tropez and Cannes for likely release in 2027.

Jessica Eknaian, a Philadelphia-based adviser with luxury travel agency Fora, told Fortune that clients regularly bring up The White Lotus. She recently arranged a $75,000 Thailand itinerary for a family of four at hotels used in the show, saying the series adds a fantasy element to the trip while adding that clients do not necessarily want to imitate the characters.

What is set-jetting?

Set-jetting means traveling to destinations made recognizable by movies or television. The idea is older than social media, but Fortune reported that streaming hits and image-based platforms have accelerated the speed at which screen locations become tourist draws.

The financial payoff can be large. A University of Montana report cited by Fortune found that Yellowstone helped motivate at least 2.1 million trips to Montana in 2021 and generated more than $730 million in revenue. Thailand’s Department of International Trade Promotion said tourism in Thailand has risen 300% since the country received The White Lotus treatment, according to Fortune.

Other screen-linked places have had to curb visitor pressure. Fortune reported that Dubrovnik, Croatia, which appeared as King’s Landing in Game of Thrones, became crowded enough that the government gave local municipalities power to restrict cruise and vehicle traffic and limit alcohol sales.

Some luxury hotels near famous filming areas are trying to separate themselves from the pop-culture rush. Olga Krizmanić, general manager of Hotel Katarina in Orebić, Croatia, told Fortune that guests come for the Adriatic as it is, rather than the version shaped by global pop culture.

Sicily’s Taormina, tied to the second season of The White Lotus, has also seen the strain. Eknaian told Fortune that a client staying there sent a photo from a resort beach showing tourists packed into a motorboat marked “White Lotus Tours.”

Jules Perowne, founder of a travel communications firm, told Fortune that older screen-inspired tourism drew on long-held travel dreams, while the current version often chases Instagram and TikTok attention. Perowne said she believes the trend can damage destinations.

Luxury operators are also building trips around newer shows. Jimmy Carroll, cofounder of Pelorus Travel, told Fortune that set-jetting appeals because it lets travelers imagine themselves inside a story. Pelorus offers a three-night experience based on Peacock’s The Traitors for $157,500 for 12 guests, according to Fortune.

The demand extends to Scottish castles. Fortune reported that The Traitors and Outlander have increased interest in Highland stays, and that Ardross Castle, where The Traitors is filmed, says on its website it has no availability for 2026 or 2027.

This story draws on original reporting from Fortune.