Screen-Driven Wanderlust: How Television Shapes the Luxury Travel Market
Television has evolved into more than a medium for entertainment — it is now a subtle but powerful influencer of travel behaviour, particularly within the luxury segment. Prestige series such as The White Lotus, alongside enduring adaptations like Agatha Christie's Poirot, define how affluent travellers select destinations and experiences. This trend, often referred to as “TV tourism”, presents meaningful opportunities for stakeholders across the luxury tourism and hospitality sectors.
Where traditional travel marketing once relied on direct promotion, television now provides an immersive, aspirational lens into places and lifestyles. Each season of The White Lotus, for instance, has prompted spikes in bookings at featured resorts — from Hawaii to Sicily to Thailand — with viewers seeking to replicate the on-screen blend of escapism and exclusivity. Similarly, Poirot’s elegant backdrops continue to inspire visits to grand hotels, country houses, and heritage sites that offer a sense of timeless sophistication.
These series resonate because they do not merely showcase destinations; they craft emotional narratives around the idea of place. Viewers engage not only with the setting, but with the aspirational lifestyle it represents — wellness, privacy, indulgence — all core pillars of luxury travel today.
Opportunities for investors
For investors and operators in the luxury tourism space, this trend opens several strategic pathways:
- Filming Partnerships: Aligning with production companies can elevate a property's profile and create enduring brand association, far beyond traditional PR or advertising.
- Destination Investment: Locations featured in acclaimed series often experience rapid increases in visibility and demand, making them attractive for hospitality development and acquisition.
- Curated Experiences: Developing travel packages inspired by popular shows — such as bespoke retreats or heritage itineraries — can attract high-value clientele seeking immersive, narrative-led travel.
- Trend Monitoring: Tracking emerging series and filming locations provides a forward-looking view on consumer interest and potential hotspots.
Looking ahead
As streaming platforms extend the global reach of television, content-driven tourism is set to expand. This presents a compelling case for investors to view media not only as a promotional tool, but as a market-shaping force. By recognising the influence of screen culture and acting upon it, the luxury tourism sector can align more closely with consumer aspiration — and ultimately, remain ahead of the curve.
