Note: During their time in Thailand, Cruise Planners advisors and home office team also witnessed firsthand the resilience and warmth of the Thai people following a recent earthquake. Our hearts go out to those affected, and they were deeply moved by the spirit of the local communities as they welcomed them with their signature hospitality.
Luxury travel is no longer just about escaping, it’s about becoming immersed in the same breathtaking landscapes and opulent settings we see on screen. HBO’s The White Lotus, along with other popular titles like Game of Thrones and Harry Potter, has sparked a trend known as “set-jetting,” where viewers are inspired to visit the breathtaking filming locations of their favorite films and shows. With the series’ current season set in Thailand, travelers are inspired to experience firsthand the country’s lavish resorts, serene beaches, and rich culture.
As The White Lotus sparks wanderlust, Cruise Planners recognized the growing interest in Thailand and seized the opportunity to host this year’s first Elite Summit there. This immersive experience allowed a group of our top-producing travel advisors to deepen their knowledge and better equip themselves to assist clients in planning unforgettable journeys. Here’s why set-jetting is on the rise—and why Thailand is set to be the next jet-setter’s paradise.
The Power of Prestige TV: How The White Lotus Drives Travel Trends
Shows like The White Lotus don’t just entertain, they set the stage for aspirational travel. Past seasons in Hawaii and Sicily triggered a surge of interest in those locations. The Four Seasons Maui resort, set for The White Lotus’ first season, reported a 425% increase in web traffic following its release according to Four Seasons’ COO, Marc Speichert. Similar interest in Sicily, Italy was sparked by the series' second season with fans eager to walk in the footsteps of the show’s elite guests.
The same effect has already hit Thailand, a country known for its luxury resorts, private villas, and pristine islands. When announced as the filming location in early 2024, there was a 65% increase in searches for flights to Chiang Mai.
The Rise of "Set-Jetting"
Set-jetting, the phenomenon of traveling to the filming locations featured in popular series and cinema, has skyrocketed in recent years. An American Express survey reported that 52% of Gen-Z and Millennial’s travels are inspired by destinations seen in TV shows or movies.
By making Thailand the backdrop for its third season, The White Lotus is embracing the set-jetting trend and showcasing the country’s luxurious resorts and rich cultural heritage. The show is not only increasing awareness but also inspiring travelers to indulge in the same lavish and immersive experiences.
FOMO and Recency Bias: The Need to Go Now
Luxury travelers don’t just want to go, they want to go first. The fear of missing out (FOMO) plays a significant role in driving travel trends, particularly among affluent adventurers who seek exclusive, once-in-a-lifetime experiences while at their height of popularity. As a result, Thailand is already seeing demand surge for its most sought-after resorts.
Additionally, recency bias, which is the psychological tendency to prioritize new or recently experienced places, plays into travelers’ decision-making. Once this hit television series positions Thailand as the place to be, high-end travelers will be booking their stays at exclusive resorts before availability disappears, if it hasn’t already.
Cruise Planners’ Elite Summit: A Front-Row Seat to Thailand’s Luxury Travel Scene
Cruise Planners’ Elite Summit in Thailand aligns perfectly with this shift toward high-end, cinematic travel. Set against the backdrop of Thailand’s most luxurious resorts, the summit will showcase the ultimate in five-star hospitality, private excursions, and cultural immersion, just like the world’s most coveted TV-inspired vacations.
As travel advisors look to capitalize on this trend, the Cruise Planners Elite Summit offered our advisors a firsthand experience of Thailand. From private island getaways to Michelin-star dining, advisors will return home equipped with the insights and inspiration to curate unforgettable, White Lotus-worthy trips for their clients.
Your Invitation to the Ultimate Luxury Experience
With Thailand quickly becoming the world’s next luxury travel hotspot, there’s no better time to explore its exclusive offerings. Whether you’re drawn by The White Lotus effect, the thrill of jet-setting to a trending locale, or the promise of unparalleled hospitality, Thailand delivers on every front.
For Cruise Planners travel advisors, attending the Elite Summit means not only experiencing this luxury firsthand but also gaining the knowledge to craft high-end, in-demand itineraries for clients eager to live out their screen-inspired travel dreams.
