18 | THE RISING TREND OF ‘SET-JETTING’


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As Seen on Screen: Exploring The Trend of ‘Set-Jetting’


March 2025


Jetting seems to be the travel trend which will span for years to come. Year in and year out, trends peak and plummet depending on the interest garnered from the public, interest changes, styles go out of fashion, and intrigue eventually fades as a new trend arises. However,


the public’s


interest in Television and Film, and Travel never falters. What is one common attribute which all three have in common? Escapism. The White Lotus effect simply combines two forms of escapism, television and travel, allowing visitors to imagine themselves in the surroundings of their favourite stars on screen. While The White Lotus is of course, the namesake of the new phenomenon of the ‘The White Lotus effect. A range of popular television programmes and films have spurred an upsurge of travellers seeking to immerse themselves amongst their much- loved series with a visit to the destination of filming. Yellowstone: Montana A water-cooler special, Yellowstone has been the television programme on everybody’s


lips since its premiere in


2018. Set in Montana, research conducted by University of Montana back in 2021 estimated that 2.1 million people visited the state of Montana due to the programme. The first three seasons of Yellowstone utilised 20 filming locations in Utah, however, for the last two seasons, filming moved primarily to Montana. The family-owned Chief Joseph Ranch in Darby, Montana acts as the Dutton Family Ranch in


Yellowstone. While the Chief Joseph Ranch is not open to the public, there are plenty


of popular filming destinations open for fans of the television programme to enjoy. While Chief Joseph Ranch is not open to the public, the ranch is located in Bitterroot Valley, the location which acts as a backdrop to a majority of the popular television series. Bitterroot Valley is known for stunning landscapes,


small towns and hiking


BY ERIN ENGLISH erin@nitravelnews.com


WITH the return of HBO’s ‘The White Lotus’ on Sunday 16th February, viewers’ sights have been set on the exotic and intriguing Thailand, the stunning and vibrant backdrop to Season Three of the hotel resort-based satirical drama series. Known as the ‘White Lotus Effect,’ it is estimated that searches for accommodation in Koh Samui, an Island in Thailand spiked by 40% following the release of the teaser trailer in mid-December, with an estimate that searches and booking to Thailand will boom as episodes progress. ‘The White Lotus’ follows a unique and refreshing concept for television, while the backdrop is everchanging - with each season set featuring a new destination, new characters, new storylines.


and The


one constant that overarchs across each season is the backdrop of ‘The White Lotus’ a luxury global hotel resort chain.


embark on a luxury vacation amidst stunning backdrops. The first season of the television series was based in Four Seasons Resort Maui at Wailea in Hawaii, whilst the second season based in Four Seasons San Domenico Palace in Sicily, and the current


third


season is utilising the backdrop of the Four Seasons Resort Koh Samui in Thailand.


While comedy, satirical drama,


and


character development are thrust to the forefront of the show’s run, an interesting undercurrent of travel and tourism develops.


Set


amongst the beautiful surrounds of the Four Seasons Resort Koh Samui, and the island of Koh Samui,


The Parallel


storylines for each set of characters are introduced, which unfold simultaneously or intertwine throughout the season as the characters


White Lotus utilises the destination appeal to create a unique interest and charm with viewers. In fact, it is estimated that interest in the Four Seasons Resort Maui at Wailea in Hawaii resulted in a


significant increase in bookings, with an estimated rise of 386% in availability


checks and a 425% rise in year on year traffic to their website. According to luxury travel experts, Sicily saw a 50% increase in web searches after the Season 2 season finale with an overall increase of sales of 424%. ‘Set-Jetting,’the colloquial term for visiting locations of television shows and films, has been increasing in popularity over the course of the 2000s and 2010s. Primarily due to the popularity of television programmes such as Game of Thrones, Bridgerton, Friends and of course, the blockbuster Harry Potter


film series. The ‘White Lotus Effect’ has seen staggering results since the show’s premiere in 2021. Paired with the public’s thirst for travel following the pandemic, and the luxurious opulence and vibrant culture displayed on our screens, Set-


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