We’ve all done it at least once in our lives. Going to a certain place just because we saw it on tv. For me, it was the filming locations of the Sound of Music in Salzburg, for thousands of people it’s platform 9¾ at King’s Cross train station in London. While these may seem like attractions to check-out while you’re on holiday, a recent report from American Express shows that people increasingly choose to visit a certain destination specifically because they saw it in a popular movie or tv series.
Travelers are flocking to places that captivate them onscreen, with travel inspiration found anywhere from smartphones to binge-worthy series.
American Express
Not only has AmEx’s research revealed that 64% of respondents agree that they have been inspired to travel to a destination after seeing it featured on a TV show, news source or movie, but when it comes to Gen-Z and Millennials, this increases to 70%. Moreover, the impact of social media is also significant, with 75% of participants agreeing they have been inspired by social media to travel to a specific destination and 48% saying they want to travel somewhere they can show off on social media.
Visitors flooded Dubrovnik (King’s Landing) after Game of Thrones came out and now HBO’s latest hit series, White Lotus, is driving up bookings in Maui and Taormina, especially at the Four Seasons where the show was actually filmed. According to the hotel chain’s data, web traffic for the Maui resort increased a staggering 425% after the first season came out.
“The popular set-jetting trend has markedly increased interest in Maui and Taormina, with both properties experiencing a significant jump in website visits and availability checks, ultimately driving more bookings”, says Marc Speichert, executive vice president and chief commercial officer at Four Seasons Hotels and Resorts.
In Taormina, where the second season takes place, since the San Domenico Palace, also a Four Seasons location, is already sold out for most of the upcoming summer, other nearby luxury accommodations are gaining from on the side. “It’s not just Four Seasons that has benefited”, explains Rebecca Masri, founder of luxury travel company Little Emperors. “Rocco Forte and Belmond have hotels in Sicily and they’ve all picked up demand on the back of the series, even though it wasn’t shot there.”
Back to the location of platform 9¾, maybe the original jet-setting destination, beloved series like Downton Abbey and Netflix’s saucy recency drama Bridgerton are driving tourists away from London and across the country. Soon after Downton Abbey came out, visitors started flocking Highclere Castle, while Bridgerton now persuades the young generation to go to Bath or York’s Castle Howard.
“We’re seeing a younger audience come to Bath because of the show”, says Patricia Yates, CEO of VisitBritain. “It’s great to see that our history and heritage are being displayed in this way where millennials and Gen-Z travellers are coming in greater numbers.”
