As the third season of HBO’s acclaimed series “The White Lotus” premiered on February 16, a significant surge in interest for travel to Thailand has emerged. Although the luxurious hotel showcased in the series is purely a creation of fiction, the filming location drew from four exquisite real-world settings: Four Seasons Koh Samui, Anantara Bophut Koh Samui, Anantara Mai Khao Phuket Villas, and Rosewood Phuket. This correlation between media and travel destinations is becoming increasingly apparent, highlighting the power of pop culture in shaping tourism trends.
Under the auspices of Internova Travel Group’s luxury division, Global Travel Collection (GTC), there has been a remarkable increase in hotel bookings in Thailand. Data reveals that January bookings specifically at Four Seasons hotels soared by an astonishing 68% compared to the previous year. Moreover, GTC reported that hotel sales in Thailand reached a staggering $2 million in 2024 alone, complemented by $1 million in tour sales the prior year.
Angie Licea, GTC’s president, noted the impressive uptick in business for several luxury hotel brands, with some establishments reporting increases in sales by up to an incredible 1,000%. Renowned names such as Mandarin Oriental and Marriott are at the forefront of this burgeoning market, attracting travelers seeking exclusive experiences. Licea’s observations suggest a paradigm shift in tourism as travelers prioritize luxurious accommodations and unique experiences in light of changing travel patterns.
The phenomenon of set-jetting—where enthusiasts travel to locations depicted in their favorite films or television shows—continues to reshape the tourism landscape. Historically, series such as “The White Lotus,” which previously filmed in picturesque locales like Hawaii and Sicily, have had a tangible impact on travel patterns. As audiences are drawn into the gripping tales and stunning environments depicted onscreen, they become inclined to experience these settings firsthand.
With the ongoing series capturing the public’s imagination, travel advisors are noting a tangible increase in inquiries regarding trips to Thailand. For instance, the sibling duo of Kara Bebell and Harlan DeBell from The Travel Siblings in New York have reported that their clientele is particularly interested in Thailand as a honeymoon destination. Clients are now clamoring for extended trips at luxury accommodations, and travel experts are witnessing an increase in expenditure; a family of four is estimated to spend an impressive $50,000 during peak season.
Riding the wave of excitement, EF Ultimate Break has launched a tour designed specifically for young adults, incorporating elements inspired by “The White Lotus.” The 22-day “Ultimate Thailand: White Lotus Edition” package is aimed at Millennials and Gen Z travelers, boasting an itinerary that encompasses essential sights while balancing budget-friendly options amidst lavish attractions.
As the series unfolds, EF plans to regularly refresh the itinerary, introducing an intriguing sense of ongoing discovery while exploring famed destinations, including Bangkok, Chiang Mai, Phuket, Krabi, Koh Samui, Koh Tao, and Koh Pha Ngan. Travelers will be treated to visits at iconic spots such as the Damnoen Saduak Floating Markets and the revered Wat Phra That Doi Suthep, along with engaging experiences, from seeing elephant sanctuaries to attending performances at Joe Louis Thai Puppet Theater, further enhancing their connection to the show.
While the allure of staying at luxurious properties like the Four Seasons is undeniable, there is a growing recognition that visitors can immerse themselves in Thailand’s vibrant culture without necessarily breaking the bank. The travel film’s inspired offerings allow participants to enjoy rich cultural experiences at a fraction of the cost associated with high-end accommodations. The Anantara brand has adapted to this trend effectively, promoting its “Lotus Awakening Escape Package,” which provides curated retreats across both Phuket and Koh Samui for visitors seeking to embrace Thailand’s rich cultural tapestry.
In essence, the fusion of pop culture, luxury, and cultural authenticity is redefining the landscape of travel to Thailand. As interest continues to grow, the nation stands poised to reap the benefits of this fascinating intersection of art and tourism.
Leave a Reply