When a hit TV show becomes a global phenomenon, it doesn’t just dominate the conversation, it reshapes consumer behavior. HBO’s The White Lotus has done just that. Over three seasons, it has featured picturesque filming locations — Maui, Sicily, and Thailand — that are no longer just seen as movie sets but have become bucket-list destinations for luxury travelers around the world.
“The White Lotus Effect”
Throughout Season 3, people have turned to Flipboard to read about the show, engage in fan discussions, and share theories on what’s to come next. Since the premiere in February, we’ve observed a surge in engagement across our #TheWhiteLotus topic, including higher traffic, reflips, and shares.
When fans are not talking about the show itself, they’re dreaming about staying in a luxury resort similar to the Four Seasons locations where the show was shot. After Season 3 premiered, our #LuxuryTravel topic saw a +367% increase in time spent and the #LuxuryHotel topic saw a +424% increase in click-through traffic.
Each season of The White Lotus reminds travelers about the hit show’s other destinations too. After the Thailand season began, the #Maui topic increased by 205% in weekly traffic and the #Sicily topic increased by 35% the following week.
In short, The White Lotus effect is reshaping luxury travel around the world as travelers seek out immersive, high-end experiences inspired by the show’s stunning backdrops.
Where to next? Setjetting
While The White Lotus is influencing real-world travel trends, it wasn’t the first TV show or movie to do so. Travelers have been flocking to iconic film locations for decades, turning their on-screen dreams into bucket-list destinations. As setjetting continues to influence consumer behavior, we believe this trend will only continue to grow, fueling interest in bespoke travel experiences that bring TV-fueled wanderlust to life.
Looking to align your brand with high-intent travelers at the exact moment inspiration strikes? We help brands tap into cultural trends like “The White Lotus Effect” to connect with the right audience, in the right mindset.
Be where your audience is planning its next getaway! Reach out to advertising@flipboard.com for an in-depth analysis of “The White Lotus Effect” as well as other luxury travel insights and opportunities for your brand.