Michael Simpson, Business Development Manager, CARMA
The White Lotus, HBO’s satirical dramedy series, has become a global phenomenon, captivating audiences with its sharp wit, stunning scenery and exploration of social issues. But beyond its entertainment value, the show has had a profound and undeniable impact on the tourism industry, particularly for luxury hotels and resorts. CARMA’s recent report, “The Impact of The White Lotus,” delves into this phenomenon, providing valuable insights into how the show has transformed travel trends and what this means for the hospitality sector.
The power of “set-jetting”
One of the most significant impacts of The White Lotus has been the rise of “set-jetting,” where travellers choose their destinations based on their favourite films and TV shows. The show’s stunning locations, from the Four Seasons Resort Maui at Wailea in Hawaii to the San Domenico Palace, Taormina, in Sicily, have become highly sought-after destinations for travellers eager to experience the “White Lotus lifestyle.” This surge in interest has translated into increased bookings, with hotels featured in the show reporting a significant rise in website visits and availability checks. The Four Seasons Resort Maui at Wailea, for example, saw a 300% increase in travel demand after the first season aired, and luxury hotel bookings increased by over 40% in Wailea. Similarly, web searches for Sicily doubled after Season 2, and hotels in Sicily sold out for the peak travel season.
Brand enhancement and cultural impact
The impact of The White Lotus extends beyond mere bookings. The show has significantly enhanced the brand image of Four Seasons, showcasing its properties as luxurious and desirable destinations. The partnership between Four Seasons and HBO has been mutually beneficial, with the show driving interest in the hotels and the hotels lending an air of exclusivity and sophistication to the show. Four Seasons’ Chief Commercial Officer, Marc Speichert, stated that “Our work with The White Lotus has had an incredible halo effect across our brand, and we see that the love for the show extends beyond the three locations.”
Importantly, The White Lotus has sparked conversations about cultural issues, such as colonialism, race, wealth disparity and social media-driven tourism. By tackling these themes, the show has not only entertained but also educated and informed viewers, potentially influencing their travel choices and behaviours.
The “White Lotus” effect on destination marketing:
The show’s influence reaches further than individual hotels and resorts, it also impacts destination marketing on a broader scale. The stunning visuals and captivating storylines associated with each location have effectively served as a form of cinematic advertising, showcasing the unique appeal of each destination.
For example, the picturesque landscapes of Sicily, the vibrant culture of Hawaii and the tranquil beauty of Koh Samui have all been prominently featured, inspiring travellers to explore these destinations. This “halo effect” benefits not only the specific hotels featured but also the surrounding regions, attracting tourists and boosting local economies. The report notes that Sicily experienced a significant increase in online searches and hotel bookings after being featured in Season 2, while Koh Samui has seen a surge in media mentions and social media engagement in anticipation of Season 3.
The rise of experiential travel
The White Lotus has also contributed to the growing trend of experiential travel, where travellers seek authentic and immersive experiences. The show’s focus on local culture, cuisine and activities has inspired travellers to explore destinations beyond the typical tourist traps. For example, in Sicily, travellers are seeking out the picturesque towns and villages featured in the show and in Hawaii, they are interested in learning more about the island’s history and culture.
The future of tourism
The White Lotus phenomenon offers valuable insights into the future of tourism. It demonstrates the power of popular culture in shaping travel trends and the importance of authenticity and storytelling in attracting travellers. For hotels and resorts, it highlights the potential of partnering with film and TV productions to enhance brand image and drive bookings.
However, it’s important to note that the “White Lotus effect” is not without its challenges. The show’s satirical portrayal of luxury travel can also be seen as a critique of the industry, highlighting the potential for cultural insensitivity and environmental damage. As such, hotels and resorts need to be mindful of these issues and ensure that their practices are sustainable and culturally responsible.
The White Lotus has undeniably transformed the tourism industry, driving interest in luxury travel, enhancing brand image for hotels and resorts, and sparking conversations about cultural issues. As the show continues to captivate audiences worldwide, its impact on the travel landscape is likely to endure. For the hospitality sector, this presents both opportunities and challenges, requiring a careful balance between capitalising on the show’s popularity and ensuring that tourism remains sustainable and culturally sensitive.
Michael Simpson is Business Development Manager at leading media analysis and intelligence company, CARMA. To find out more, visit www.carma.com