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7. Luxury Travel Fever? Blame It On The White Lotus Effect

How is a satirical drama about privileged vacationers making us all want to book a flight?

Season 3 of The White Lotus just dropped this weekend, and it’s making us crave luxury travel like no other. Well, it’s easy to understand why. It’s got murder, scandals, gorgeous beaches and most importantly, wealthy travellers staying at a luxurious hotel for a highly transformative week. Travelling to places inspired by TV or movies is known as ‘Jet Setting,’ and if you think its new, Star Wars fans have been flocking to Death Valley, California (Planet Tatooine), ever since the movie was released and Potterheads have long flocked to England to live out their wizarding dreams. But The White Lotus has taken the trend to a new level, turning its dreamy filming locations into must-visit destinations and making luxury travel more aspirational than ever.

What is the White Lotus Effect?

(Image Credits : Fabio Lovino/HBO)

If you follow the show, you might be aware of the concept—it is a sharp social satire that takes place at a fictional White Lotus luxury resort each season and centres on a group of wealthy tourists and their interpersonal dramas all against a backdrop of paradise. When the show first aired in 2021, it became a tourism juggernaut, and people flocked to Hawaii to experience the luxurious life of the White Lotus Resort. According to a report, the Four Seasons Resort Maui at Wailea, Hawaii, said it saw a 425% uptick year on year in website visits and a 386% increase in availability checks. Similarly, The Four Seasons San Domenico Palace in Sicily, where Season 2 was filmed, also received a spike in bookings, according to Four Seasons. Iconic characters like Tanya McQuoid’s (Jennifer Coolidge) extravagant lifestyle and her obsession with wellness treatments also inspired the desire for a similar, wellness-driven vacation. Furthermore, capitalising on the success of the show, tour operators started offering White Lotus-inspired itineraries in Sicily, taking guests through the filming locations, from the grand Taormina coastline to the iconic clifftop town of Noto. The numbers speak for themselves, making it clear that travellers are seeking vacations that replicate the entire White Lotus vibe—the experience of a luxury getaway, poolside Aperol Spritzes, Michelin-starred dining, wellness experiences, and top-tier service (minus the drama and murder, of course!)

Bookings Are Open Again…

Last February, an Instagram post featuring a pristine white-sand beach, turquoise waters, and lush greenery teased the arrival of Season 3 in Thailand. While viewers daydreamed about the drama unfolding in paradise, travel enthusiasts wasted no time in making their bookings. Later, the trailer revealed filming locations such as Koh Samui, Phuket, and Bangkok; interest in Thailand surged globally, with travel platforms reporting an instant uptick in searches. For instance, Hotels.com saw a 40% increase in bookings for the Four Seasons Resort Koh Samui, one of the show’s key spots. Other luxury resorts featured in the fictional White Lotus, like Anantara Bophut, Anantara Lawana, and Anantara Mai Khao Phuket, also experienced a noticeable rise in reservations.

(Image Credits: Fabio Lovino/HBO)

Wellness is a strong theme this time around, and you can get a glimpse of the Anantara Mai Khao Phuket Villas' spa. Meanwhile, Anantara Lawana Koh Samui’s Singing Bird Lounge is where some of the bar and restaurant scenes take place. But it's not just the resorts getting attention. This season is also said to dive deep into Thailand's culture, with characters venturing on various excursions and you can spot popular spots like the Chao Phraya River, Wat Pho, and more.

A New Wave in Luxury Travel

Further to celebrate Thailand’s starring role in the series, the Tourism Authority of Thailand (TAT) New York Office has launched a dedicated microsite, thewhitelotus.thailandinsider.com, offering an immersive virtual journey through the stunning locations featured on screen—Koh Samui, Phuket, and Bangkok. This surge in demand has led to a new wave of luxury travel experiences. As data continues to reflect the influence of the show, one thing is clear: the White Lotus Effect is not just a fleeting trend but a catalyst that’s redefining the way we approach luxury travel.

(Cover Credits : Fabio Lovino/HBO)