Set-Jetting: How TV Shows and Movies Inspire Travel Trends

In recent years, a captivating trend has emerged in the world of travel, known as “set-jetting.” This phenomenon sees avid fans of popular television series and films flocking to the real-life locations where their favorite stories unfold. Imagine planning your next getaway at the luxurious resort featured in “The White Lotus,” a show that seamlessly blends beautiful landscapes with a satirical take on wealth and privilege. While the drama of the series often revolves around the eccentricities of its characters, the allure of these settings has proven irresistible to many travelers.

Set-jetting, a term that cleverly combines “set” with “jetting” — a nod to the glamorous jet-setting lifestyle that gained traction in the late 1940s — was first popularized in a 2007 article. This piece highlighted how films like “The Queen” (featuring Brocket Hall near London) and “Pan’s Labyrinth” (set against the stunning backdrop of Segovia, Spain) inspired fans to visit these iconic locales. Fast forward to today, and this trend has gained momentum, especially with the success of shows like “The White Lotus,” which has sparked a significant increase in travel to its filming locations.

The Four Seasons Hotels and Resorts, where the first two seasons of “The White Lotus” were shot in Maui and Sicily, reported a remarkable tenfold increase in bookings following the series’ release. This surge underscores a broader trend: as viewers become emotionally invested in the locations that serve as the backdrop for their favorite narratives, they are more inclined to experience these places firsthand. Marc Speichert, the executive vice president and chief commercial officer of Four Seasons Hotels and Resorts, noted that while he could not disclose specific numbers for the resort in Koh Samui, Thailand—where the third season was set—there is no doubt that set-jetting has significantly impacted booking trends across the hospitality industry.

This trend is not just limited to the luxurious and fictional settings of a series; it underscores a deeper psychological connection between viewers and the stories that resonate with them. According to a study published in the Journal of Travel Research, travelers are more likely to visit destinations that evoke strong emotional ties based on their media consumption. This connection can be attributed to a phenomenon known as “transportation,” where individuals become emotionally and cognitively immersed in a narrative, leading them to seek out real-world experiences that mirror those stories.

As travel enthusiasts continue to seek out these cinematic locales, it raises interesting questions about the nature of tourism and its evolution. What does it mean for a place to be defined by its role in a fictional narrative? Are we, as travelers, losing the essence of exploration in favor of following the footsteps of our favorite characters? Critics argue that this trend may commodify the beauty of these locations, reducing them to mere backdrops for Instagram-worthy photos.

Nonetheless, set-jetting highlights a unique intersection of culture, media, and travel. For many, it provides an opportunity to engage with the art of storytelling in a tangible way. As you consider your next vacation, you might find yourself tempted to walk the same paths as your beloved characters, immersing yourself in the ambiance that inspired their tales. Whether it’s the idyllic beaches of Maui or the charming streets of Sicily, set-jetting offers a compelling invitation to explore the world through the lens of your favorite stories.

In conclusion, as set-jetting continues to reshape travel preferences, it serves as a reminder of the power of narrative in our lives. The places we visit are not just destinations; they are the settings of our dreams and fantasies. So, the next time you find yourself drawn to a particular show or movie, consider how those cinematic experiences could inspire your next adventure. After all, the world is vast, and there are countless stories waiting to be discovered—both on screen and off.