From Binge-Watching to Booking—Or Almost: How Movies and TV Shows Shape Hotel Demand

I recently visited Taormina, Sicily, attracted by the setting of The White Lotus Season 2. Initially, I planned to stay at San Domenico Palace, a Four Seasons property featured in the series, until the prices soared beyond my budget. Instead, my friends and I booked a more affordable spot nearby. 

Even so, we could not resist dropping by San Domenico Palace for a peek: strolling the lobby that appeared on screen, lounging at the bar where tense conversations played out, and sizing up the restaurant’s atmosphere, we had seen in countless episodes. We walked away with photos, stories, and a deep appreciation for how film and television can spark real-world exploration.

The Rise of “Set-Jetting”

“Set-jetting” is more than a buzzword; it reflects a growing desire to visit places made famous by on-screen moments. 61% of global travellers plan trips based on movies, TV shows, or streaming series. Recent examples include:

• The Bear (FX Series)
  
  • Showcasing Chicago’s culinary scene led to a 45% rise in Google searches for “Chicago travel” .

• Succession (HBO)
  
  • Season 4’s breathtaking Norwegian fjords prompted a 65% uptick in searches for Norway trips in 2023.
• Emily in Paris (Netflix)
  
  • A 22% jump in U.S. tourist arrivals to Paris in 2022 was partly attributed to the show’s whimsical portrayal.

Key Driver: FOMO → Demand

People often fear missing out. Friends’ posts from film locations spark demand, driving bookings from viewers itching to recreate iconic scenes.

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Quick Stats at a Glance

• 425%: Website traffic jump at Four Seasons Maui (Season 1 of The White Lotus).
• 312%: Booking increase for Four Seasons Resort Koh Samui just days after Season 3’s debut.
• 50%: Surge in online searches for Taormina (Season 2 of The White Lotus).
• 20%: Occupancy boost at San Domenico Palace following that search spike.
• 20%: Booking increase at Park Hyatt Tokyo post-lost in Translation.

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Real-World Examples: Film & TV’s Measurable Impact

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“The Beach” (2000)

• Location: Maya Bay, Ko Phi Phi Le, Thailand
• Impact: Visitor numbers ballooned from a few hundred per day to 5,000 in 2001. Nearby Zeavola Resort on Ko Phi Phi Don enjoyed a 30% occupancy boost (1999–2001).
• Challenge: Environmental stress led to a multi-year closure (2018–2022) to restore coral reefs.

“The White Lotus” Series

• Season 1 (2021, Maui):
  
  • Four Seasons Resort Maui’s site traffic soared 425%, and bookings rose 15%.
• Season 2 (2022, Sicily):
  
  • 50% surge in online searches for Taormina.
  • This translated to a 20% occupancy increase at San Domenico Palace in 2023.
• Season 3 (2025, Thailand):
  
  • Four Seasons Resort Koh Samui witnessed a 312% booking jump within eight days of its February 16 premiere.

Other Notable Hotel Successes

• Park Hyatt Tokyo (Lost in Translation, 2003)
  
  • Reported a 20% booking increase in 2004
• The Plaza Hotel, New York (Home Alone 2)
  
  • A holiday “Home Alone” package boosts December bookings by 25%
• Beverly Wilshire, Beverly Hills (Pretty Woman)
  
  • “Pretty Woman for a Day” packages.
• Hotel del Coronado, San Diego (Some Like It Hot)
  
  • Film-themed events attract 15,000 extra visitors yearly, fueling a 12% revenue rise since 2019.
• The Stanley Hotel, Colorado (The Shining, Inspiration)
  
  • 50,000 annual tour guests, many day visitors, boosted occupancy.

Potential in Dubai and Saudi Arabia

Europe and the Americas are not the only beneficiaries. Dubai and Saudi Arabia stand ready to parlay film and TV exposure into bustling hotel lobbies and fully booked suites.

Dubai: Action & Luxury on Camera

• Mission: Impossible – Ghost Protocol (2011)
  
  • Tom Cruise’s Burj Khalifa stunt spurred a bump in tourist arrivals in 2012
  • Luxury icons like the Burj Al Arab logged a booking climb
• The Real Housewives of Dubai 
  
  • Premiering in 2022, it flaunts the city’s opulent hotels and nightlife, often resulting in fans booking “as seen on TV” experiences.
• Address Downtown, Dubai
  
  • Showcased in influencer content, it experiences periodic occupancy spikes whenever popular media highlights Dubai’s skyline.

Saudi Arabia: Desert Vistas & a Budding Film Scene

• Kandahar (2023)
  
  • Partially filmed in AlUla, driving a 25% jump in local tourism in 2024
  • Banyan Tree AlUla saw a 15% occupancy rise.
• Habitas AlUla
  
  • Another AlUla luxury retreat noting a 12% booking hike in 2024, credited to Kandahar fans.
• Royal Commission Collaborations
  
  • Saudi Arabia proactively partners with international productions to feature heritage sites, aiming to spotlight cities like Jeddah, Riyadh, and NEOM.

Why This Trend Thrives

1. Social Media Amplification
   
   • Scenes from shows or movies quickly go viral, inspiring travellers to follow the buzz.
2. Story-Driven Experiences
   
   • Fans seek deeper emotional connections, turning a standard getaway into a chance to “live” the narrative.
3. Balancing Popularity & Sustainability
   
   • While hype can boost revenue, Maya Bay’s closure after The Beach demonstrates the need to protect fragile ecosystems.
   • Strategies like capping daily visitors and enforcing eco-guidelines help maintain long-term viability.

How Hotels Can Capitalize

1. Offer Themed Packages
   
   • From movie-inspired spa menus to recreation of famous scenes in the lobby.
2. Encourage Social Sharing
   
   • Create eye-catching photo spots; let guests recreate iconic moments.
3. Collaborate with Local Guides
   
   • Curate tours to filming locations, immersing visitors in the show’s setting.
4. Craft Authentic Narratives
   
   • Weave that story into marketing materials if your property had any cameo or tie-in.

A Memorable Experience, Even Without the Room Key

My Taormina trip proved that you do not need the exact hotel reservation to feel the show’s magic. Visiting San Domenico Palace for an afternoon gave me the thrills I had hoped for, along with pictures and stories to share. This highlights how on-screen fame fuels not only room bookings but also day trips, restaurant reservations, and ancillary experiences that benefit the local economy.

Your Next Move: Harness the Cinematic Surge

Ali Bahbahani & Partners can help transform media buzz into genuine bookings:

• Hospitality Concepts: Infuse your property with screen-inspired flair.
• Brand Storytelling: Showcase every cameo or scenic connection.
• Marketing Strategy: Launch campaigns that draw set-jetting fans from around the world.

Discover how we can spotlight your hotel’s on-screen potential. Let us turn cinematic magic into hospitality success, lights, camera, check-in.

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