According to Booking.com’s Travel Trends 2024, 21% of United States travelers are inspired to travel to a destination from a TV show or movie. Of those, 40% are inspired to travel to participate in an activity featured in a TV show or movie.
Pristine, white sandy beaches, natural beauty at every turn, and a bespoke experience with unparalleled service and exclusivity — who hasn’t watched a movie or television show recently and longed to visit the showcased destination?
While the allure of exotic locales has long been a driving force behind travel, a new trend is taking hold in the age of peak TV and blockbuster franchises: set-jetting, meaning traveling to the location of a movie or television set.
Discerning travelers seeking ever-more unique and curated adventures fuel the luxury travel market, valued at a hefty $1.5 trillion. With the rise of binge-watching culture, set-jetting is transforming the elevated travel landscape by catering to clientele attempting to recreate on-screen magic.
Destinations like New York City are experiencing renewed popularity thanks to the portrayal of high-powered lifestyles in shows like Succession, while Paris remains a hot destination thanks to Emily in Paris.
Luxury tour operator Black Tomato is seeing the global set-jetting trend at its peak. “We receive inquiries every week from travelers seeking to plan a trip specifically inspired by locations they’ve seen on screen, and appetite to travel this way notably accounts for around 10% of our client inquiries,” says Tom Marchant, co-founder of Black Tomato.
The White Lotus Effect
One of the biggest breakout TV hits in recent memory is The White Lotus, singularly scooping up 14 Emmy Awards and two Golden Globes. Following the second season’s premiere, vacations from the U.K. to Sicily spiked 61% compared to the previous year, while the U.S. saw a 90% spark in inquiries.
Marchant adds, “We saw this with The White Lotus season two and Sicily, which resonated way more than season one show in Hawaii. Even though both series one and two are mostly shot within the hotel grounds, season two showcases more of the destination, with central characters traveling around, beyond just the hotel.”
While the next season won’t air until 2025, travel companies are confident the trend will continue.
The Tourism Authority of Thailand announced that the third season of The White Lotus is filming in Bangkok, Phuket, and Koh Samui. Unforgettable Travel, a leading luxury travel company specializing in bespoke private tours, seized on this growing trend of film tourism to craft a travel adventure that invites fans to immerse themselves in the world of The White Lotus.
The White Lotus-themed itinerary promises an exclusive Thailand vista tour inspired by the upcoming episodes. Visitors will explore iconic landmarks like the Grand Palace, Wat Pho, and Wat Arun. Additionally, guests will head to Chiang Mai and embark on a sunset cruise with the Four Seasons Samui — the location of the upcoming season.
Shaken, Not Stirred
Luxury travel company Black Tomato joined forces with EON Productions, the team behind the iconic James Bond films — to offer Bond-inspired itineraries in 18 countries this year.
Race down the River Thames in a high-octane pursuit, a la The World is Not Enough, or dine at the restaurant where Bob meets detective Aubergine in A View to Kill, the illustrious Le Jules Verne, in the Eiffel Tower. Dine alongside Carole Ashby — who played Dominique in the movie — high above Paris as she tells you intimate anecdotes and insight from behind the scenes.
Similarly, American Airlines launched the first-ever U.S. commercial flight to the Ian Fleming International Airport (OCJ), the gateway to Ocho Rios, Jamaica, named for the author of the Bond series, aptly named AA4007.
The new route operates twice weekly from Miami on an intimate 76-passenger plane for a private jet-like experience that mirrors the elegance of secret agent life.
Exclusive to the 007 flight, Sandals and Beaches Resorts’ Love and Let Fly package includes a complimentary Island Routes adventure tour to snorkel the crystal-clear waters of Laughing Waters beach and climb the iconic Dunn’s River Falls, as seen in the film Dr. No.
The Role of Reality TV
Reality TV shows like Bravo’s Below Deck fuel a surge in yacht vacations. Craft Travel, a luxury travel company, cited a 400% increase in yacht trips last year. “This isn’t just a trend for the rich and single — nearly half their yacht passengers are over 45, and a quarter are under 25, making it a hot choice for multi-generational trips.
“Unlike most vacation options, yacht trips offer an adventure suitable for individuals of all ages,” says Julia Carter, founder of Craft Travel. “Everyone can come and share in the excitement of sailing the seas together, from babies to grandparents, regardless of physical capabilities.”
West Hollywood’s affiliation with Bravo reality shows, such as The Real Housewives of Beverly Hills and Vanderpump Rules, plays a role in the area’s near-constant tourist barrage.
“Since these shows and their cast members have rocketed to superstardom, a completely new segment of travelers have come to West Hollywood to be in proximity…{to} signature brick-and-mortar outposts like Sutton, SUR or TomTom, or others simply featured as the setting for scenes, such as West Hollywood’s plant-based Mexican restaurant Gracias Madre or The London West Hollywood hotel,” says Tom Kiely, President and CEO, West Hollywood Travel + Tourism Board.
Nearby Beverly Hills recently launched the “Scene and Be Seen” Happy Trail tour. The self-guided exploration navigates guests through the city and showcases silver-screen spots like Pretty Woman’s Beverly Wilshire, Rodeo Drive as seen in Beverly Hills Cop, and the Electric Fountain seen in Clueless. I Love Lucy fans can take a culinary detour to Edelweiss Chocolates, home to the famous chocolate conveyor belt scene.
Fueled by on-screen wanderlust, media-influenced plans promise novel opportunities and adventure for globetrotters.
