Blame the "White Lotus" effect for that luxury holiday you’re low-key planning

If the silver screen once dictated our fashion choices (think Carrie Bradshaw’s Manolo Blahniks and Succession’s quiet luxury), prestige TV now has its sight set on curating our travel itineraries. From the opulent terraces of the Four Seasons in Sicily to the stylish boulevards of Paris, luxury properties are no longer just backdrops to the storyline, they are integral parts of the narrative, making them bucket list-worthy destinations for viewers. Shows like The White Lotus, Emily in Paris, and And Just Like That have transformed their filming locations into must-visit hotspots, sending Google searches, bookings, and influencer check-ins soaring. After all, who wouldn’t want to spend a week at a luxurious hotel in Hawaii, take a leisurely stroll around the Jardin des Tuileries, or bump into Mr Big (sans Natasha) at the Plaza? The modern traveller isn’t merely dreaming about these destinations, they are determined to live out their favourite TV fantasies in real time—even if that means shelling out $4,000 a night. 

From Hawaii and Sicily to Koh Samui 

HBO’s The White Lotus (2020-) has proven that it’s not just a satirical look at the ultra-wealthy—it’s an unofficial travel brochure for those with means. The dark drama, which mocks the excesses of the rich against the struggles of the staff, is set against a picturesque backdrop that is just as integral to the story. It’s pacey and thrilling, with gripping action and a tense set-up that tells you from episode one that, although this looks like paradise, something terrible is going to happen. Yet the audience devours it. Its influence is unparalleled, with viewers wanting to dress, act, and, of course, travel just like the characters they see on screen. 

You know the scene—you’re watching the first episode of the show. Ten minutes in and you realise that your laptop isn’t just on your lap; there’s a tab open for flights to Sicily. We’ve all been there, captivated by the allure of a far-off destination, immortalised impossibly on screen. Typically, that’s where the story ends for most—just a wistful dream, an unmarked entry on a never-ending travel bucket list. But this time, viewers are increasingly breaking the cycle. Their Hollywood dreams are materialising into reality. Season one, filmed at the Four Seasons Resort Maui at Wailea, saw a 425 per cent year-over-year increase in website visits and a 386 per cent rise in availability checks. Season two, set at the San Domenico Palace, a Four Seasons Hotel in Sicily, drove an explosion in bookings, with interest in Taormina soaring. Now, with Season three set in Thailand, The White Lotus effect is already in full swing. Four Seasons Resort Koh Samui has reported a 596 per cent increase in website visits and a 767 per cent spike in availability checks. Everyone wants to lounge luxuriously by one of the saltwater pools, pay a visit to an exotic mystic, and mingle with (read: Pry on) other wealthy tourists while on holiday—minus the side of murder, of course. 

This isn’t just a one-off trend. The Netflix hit Emily in Paris (2020-) has boosted Parisian tourism, with 38 per cent of foreign tourists citing the show as a primary reason for visiting the city. Meanwhile, And Just Like That (2021-) has reignited interest in New York’s luxury experiences, from boutique hotels to rooftop brunch spots reminiscent of Sex and The City’s golden era. The term “set-jetting”—where travellers seek out destinations they have seen on screen—dates back to the early 2000s. The Harry Potter franchise had fans flocking to London to visit King’s Cross Station and other iconic filming locations. Similarly, The Lord of the Rings trilogy put New Zealand on the map for millions of fans. “Set-jetting has become a powerful driver of luxury travel, particularly among millennials and Gen Z— demographics that are key to Four Seasons’ long-term growth. Our internal tracking also shows the impact is positive. [A whopping] 88 per cent of millennials who watch the show and know Four Seasons view us positively, and 71 per cent are eager to visit the featured properties,” says Marc Speichert, Executive Vice President and Chief Commercial Officer at Four Seasons. “While our property offerings don’t mirror the show’s storyline, we recognise the opportunity to bring The White Lotus phenomenon to life in a way that’s authentic to Four Seasons. Across our portfolio, we’re offering The White Lotus-inspired activations,” he adds.

The five-star experience 

For high-end hotels, pop culture exposure isn’t just free advertising— it’s a rebranding opportunity. La Mamounia in Marrakech, a luxury property long favoured by celebrities and royals, saw a surge in popularity after Kourtney Kardashian’s visit, inspiring others (including faux German heiress Anna Delvey) to check in. The Netflix series Inventing Anna (2022) even filmed scenes at the riad Delvey had rented, turning her infamous stay into a cultural moment. The Grand-Hôtel du Cap-Ferrat, a Four Seasons Hotel, enjoyed a similar boost after Emily in Paris featured it as the ultimate French Riviera escape. Meanwhile, Amanpuri in Phuket, Thailand, made an unforgettable appearance in The Hangover Part II (2011), subtly branding itself as the go-to retreat for indulgent luxury. The Ritz Paris has long been a magnet for film-inspired travellers, having appeared in Midnight in Paris (2011) and Something’s Gotta Give (2003). Even Crazy Rich Asians (2018) gave a boost to Singapore’s Marina Bay Sands, with its breathtaking infinity pool becoming an Instagram sensation after the film’s release. At Six Senses Fort Barwara, the rise of luxury travel driven by media exposure is also evident. “We’ve seen a growing interest in guests seeking a retreat that blends cinematic grandeur with authentic experiences. With its royal heritage and breathtaking landscapes, Rajasthan has long been a muse for filmmakers and storytellers,” says Aaron McGrath, General Manager of Six Senses Fort Barwara. The fact that it’s a celebrity favourite doesn’t hurt either—some people are willing to pay a premium to stay at the resort where Vicky Kaushal and Katrina Kaif tied the knot. “While Six Senses Fort Barwara no longer hosts film or photo shoots, we collaborate with luxury lifestyle influencers and travel storytellers to showcase our unique offerings. We also engage in cross-branding with like-minded wellness and hospitality brands that share the same values,” adds McGrath. 

“I want to go there” 

In the digital era, the aspirational travel bug spreads fast. TikTok and Instagram are flooded with influencer-led travel itineraries recreating The White Lotus getaways, Emily in Paris fashion tours, and ZNMD-inspired road trips through Spain. The numbers back it up—#WhiteLotusSicily has racked up millions of views, while searches for “White Lotus hotel” surged after the season aired. 

Fans of these shows and movies have gone above and beyond, with many packing their bags and booking stays at iconic filming locations. “I was obsessed with Season two, so when I had the chance to visit Sicily, I knew I had to stay at San Domenico Palace. Walking through the same halls as the characters felt surreal, and the views were just as breathtaking as on screen,” said Priya, an intrepid traveller from Mumbai. And it’s not just limited to one show. “I saw Kourtney Kardashian’s posts from La Mamounia and later watched Inventing Anna, which showed the same hotel, and it felt like a sign. It looked so stunning that I made it a point to visit. The experience was pure luxury, and now I totally understand why it’s a celebrity favourite,” shared Aditi, 32, a digital creator from Delhi. Brands beyond hospitality are capitalising on this too, with H&M creating a limited edition collection of resort wear inspired by The White Lotus, and labels like Studio Verandah positioning themselves as the perfect apparel to vacation in after appearing in the show’s wardrobe. 

 

Hollywood isn’t the only industry influencing travel. Zoya Akhtar’s Zindagi Na Milegi Dobara turned Spain into a dream destination for Indian travellers. In the year following its 2011 release, the number of Indian tourists visiting Spain nearly doubled, from around 30,000 to 60,444. The Spanish tourism board received 6,00,000 inquiries from India, and visa issuance for Indian travellers increased by 50 per cent to 60 per cent. The film’s legacy endures, with destinations like Seville and Costa Brava remaining high on Indian travellers’ wish lists more than a decade later. “Ever since I first watched Zindagi Na Milegi Dobara, my friends and I dreamed of doing our own road trip across Spain. Last summer, we finally did it—we went skydiving in Seville, visited the stunning beaches of Costa Brava, and even recreated the Tomatina festival experience. It was like stepping into the movie, and it made the entire trip unforgettable,” said Rohan, 27, a finance professional from Bengaluru. 

In 2015, Dil Dhadakne Do brought luxury cruise travel into the spotlight, showcasing picturesque European destinations like the Greek islands and Turkey, sparking new-found interest in cruise vacations among Indian travellers. 
Luxury travel brands are leveraging this real-time FOMO, partnering with influencers to create exclusive experiences for their audiences. Whether it’s Aman Resorts curating ultra-private, cinema-worthy getaways, Soneva’s seaside escapes, or Six Senses offering “screen-to-soul” wellness retreats, high-end properties understand that today’s luxury traveller isn’t just seeking five-star comfort—they want a story to tell. 

What’s next? 

With another successful season of The White Lotus, the “set-jetting” trend shows no signs of slowing down. As TV series become cultural landmarks, their filming locations will continue to shape travel aspirations. Will the next big wanderlust trigger be the streets of Paris (again), the sun-soaked Amalfi Coast, or some yet-to-be-discovered exotic retreat? One thing’s for sure: Pop culture is drafting the itinerary. Until then, pick out your outfits and pack your bags. Your next vacation might just be waiting on your next watchlist.

Images: IMDb

This article originally appeared in the March-April 2025 print edition of Cosmopolitan India. 

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