The White Lotus Effect: How HBO’s Hit Show Is Redefining Luxury Travel Trends
How hotels are reaping the benefits of appearing on the HBO sensation
Photo: Courtesy of Four Seasons
What happens on your television on Sunday nights doesn’t stay there. Thanks to the buzzy travel trend known as “set-jetting,” viewers are coveting and then booking the destinations they see on their favorite shows at an exponential rate.
The phenomenon took off in the early 2000s when tourism to New Zealand went through the roof thanks to The Lord of the Rings, allowing visitors to take set tours and stay in their own hobbit hole. Over the last 15 years, Dubrovnik captured the imagination of Game of Thrones devotees, Montana became the locale for the Yellowstone-obsessed, and Emily in Paris wooed lovers to the City of Light.
The White Lotus
Then, more than three million viewers checked into The White Lotus, which filmed its first season at the Four Seasons Resort Maui at Wailea, its second at the Four Seasons San Domenico Palace, Taormina, and its third, which wraps up this month, at the Four Seasons Resort Koh Samui.
Four Seasons Resort Maui at Wailea, Hawaii / Photo: Courtesy of Four Seasons
According to Marc Speichert, executive vice president and chief commercial officer of Four Seasons, interest surged following seasons one and two, with increases in website visits and booking inquiries. “As the series reaches full cultural-phenomenon status, this evolution has felt incredibly natural as we’ve seen firsthand the demand among fans of the show,” he says.
“Maui alone saw a 425-percent year-over-year jump in website traffic and a 386-percent rise in availability checks after season one. Our internal research also shows that 88 percent of millennials who watch the show and are aware of Four Seasons associate it positively with the brand, while 71 percent express a strong likelihood of visiting the featured properties.”
These successes prompted the luxury hotel brand and HBO/Max to strike an official partnership. “What began as Four Seasons properties serving as stunning locations for the first two seasons has evolved into a strong marketing partnership,” Speichert says. “This represents an exciting milestone, celebrating extraordinary storytelling and the universal passion for travel.
Four Seasons San Domenico Palace, Taormina, Italy / Photo: Courtesy of Four Seasons
It also underscores the connection between travel and pop culture—two worlds that naturally complement each other, as travel fuels creativity and sparks curiosity on a global scale.”
There’s more to experience beyond the screen with bookable offerings such as an afternoon tea inspired by The White Lotus in London, a pop-up bar in Koh Samui, and a blend of both in Bangkok. Four Seasons Private Jet also recently launched its World of Wellness itinerary at the ultraluxury level.
Photo: Courtesy of Four Seasons
This 20-day journey on a custom-designed plane will touch down in Maui, Taormina, and Koh Samui, along with five additional Four Seasons destinations (Singapore, the Maldives, Marrakesh, Nevis, and Mexico City) from May 7 to 26, 2026. Channelling season three, those who embark on this trip will snorkel with guidance from a marine biologist, take part in Muay Thai training at a ring in the hills with 240-degree ocean and jungle views, and indulge in traditional Thai spa treatments.
In the long term, the brand’s presence in pop culture secures the affinity of Gen Z and millennials, shaping the future of luxury travel. “Set-jetting has been an incredible platform for us to tap into the interests of these generations, attracting new guests and forging lasting connections with them when they discover the true Four Seasons experience in person,” Speichert says.
Anantara Bophut Koh Samui Resort, Surat Thani, Thailand / Photo: Courtesy of Four Seasons
Four Seasons isn’t the only hotel brand featured in the show. Anantara Lawana Koh Samui Resort, home of The Singing Bird Lounge (a tree-house-style bar positioned within the branches of a 120-year-old tree), Anantara Mai Khao Phuket Villas, and Anantara Bophut Koh Samui Resort have also found their way onto the show.
A package will take travelers to all three, offering a lotus-folding class, guided prayer, visits to temples and the Elephant Kingdom Sanctuary, and a White Lotus-themed spa treatment and dinners.
