In addition to catching millions of spectators, successful television series have shown unexpected power: to turn their locations into a fashionable destination.
Beyond their plots or characters, the landscapes that appear in them become another actor and an object of desire for millions of tourists eager to live the same experiences as the protagonists of the series. The last to exploit this phenomenon has been “The White Lotus” in which, for more signs, a group of millionaires enjoy some vacation in a luxury resort. The tourist claim is served.
The “The White Lotus” effect is very real
In the same way that each stop on the Taylor Swift tour affected the local economy by the singer’s call, every season of “The White Lotus” has had as an answer an increase in visitors in the locations in which it has been shot. In the BBC They analyzed the phenomenon, which have not hesitated to qualify as “White Lotus effect“.
The White Lotus series, which tells the holidays of a group of millionaires in a luxury resort that gives its name to the series, but in real life it is hotels from the Four Seasons chain. For the first season, Mike White, made the entire plot happen at the Four Seasons Resort Maui facilities in Wailea, in Hawaii.
According to data published by the BBC, the hotel registered an annual increase of 425% in the number of visitors to its website and 386% in availability consultations after the broadcast of the first season. Four years after the broadcast of the first season of the series in Hawaii, there is still no availability for the “pineapple suite” that appears in the series.
The hotel chain has not let the occasion escape and has taken advantage of the pull of the series to offer one of its “premium experiences” emulating the millionaire protagonists of the series in a 20 -day route in private jet to the three hotels that have served as a location for “The White Lotus.” Its Price: since 188,000 per adult.
The tourism of “The White Lotus” in figures
According to data published by The Wrapthe impact on Hawaii’s local economy Tourism attracted by the series In the first season it was 12.89 million dollars for local economic activity. That provided 3.86 million dollars in salaries to the workers of the island and attracted an investment of 7 million in local companies and suppliers.
All this in his first season, when his success still did not reach current popularity quotas, where Variety He reported a audience of 4.2 million viewers in episode 6 of the third season.
For the second season of the series the Group of Millionaires moved to the facilities of the Four Seasons San Domenico Palace in Taormina, Sicily, and with them They dragged a legion of followers.
In the case of Sicily, the series was already coming from a very successful first season, so its figures quadrupled. The local tourist economy received an impact of 40.1 million dollars after the broadcast of the second season, which generated 18.7 million dollars in salaries for local workers and an investment of 21.4 million dollars for local companies and suppliers.
The numbers suggest that the third season of the series, set in the Four Seasons Resort Koh Samui, in Thailand, will also be a tourist ball that has already generated a benefit of 36.9 million dollars in tourist activities.
As published The New York Timesthe reserves in the Four Seasons in which the third season has already registered a 40% increase in its reserves. Those responsible for the local airlines insurance Bloomberg They expected a record of 2.7 million visitors this year, attracted by the The White Lotus effect.
Set-Jetting: Choose destination according to your favorite series
The tourist success of The White Lotus is not an isolated case result of the aspirational desire to get a luxury vacation such as those enjoyed by the wealthy protagonists of the HBO series. Choose how Vacation destination The locations of the series most popular of the moment has become a trend called “set-jetting“.
According to the UNPACK´24 Report of Expedia, 66% of travelers have considered traveling to a destination after seeing it in a series or film, and 39% have ended up spending their vacation in one of these film locations.
Game of Thrones left an even deeper mark on his recording scenarios, such as Dubrovnik. From the premiere of the series, the city, which served as the scenario for landing of the King, experienced a 40% increase in the influx of international tourists. That generated immediate economic benefits, such as a 60% growth in local income related to tourism.
However, series impact also brought some inconveniences For the inhabitants of the Croatian city. According to a study, between 2012 and 2018, housing prices in Dubrovnik fired 28%, partly driven by international investments and the arrival of foreigners who sought to acquire properties in the now famous destination.
In WorldOfSoftware | The last trend among millionaires is not to Buy a yacht. Is to share a luxury minicrucero
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