The White Lotus - if you haven’t seen it, you’ve almost certainly heard about it, and you’re probably feeling some of the effects of its success in your travel business right now.
As well as providing viewers with a satisfying dose of dark humour and perfectly played stereotypical characters, the HBO series is having a big impact on the tourism industry.
If you are a travel agent, you’ll be wanting to capitalise on this and ride The White Lotus wave, so here are my tips on how to do that while still being ethically mindful. Say ‘aloha’ to your new film-induced tourism strategy!
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How On-Screen Luxury Translates Into A Tourism Boost
Across the three series of The White Lotus, we’ve been around the world with our unfortunate and hilariously flawed characters. Each country that has played host to the fictional luxury hotel, its intriguing staff, and a variety of weird and wonderful guests has been shown in a great light, despite the mishaps and misadventures going on in the series.
The White Lotus’ debut was in Hawaii, with series 2 taking us to Italy and series 3 allowing us to find ourselves in Thailand - we really have been to the ends of the earth with this show! Holiday destinations that have been on the rise since the show aired most definitely include Maui, Sicily, and Koh Samui, the main centres for the filming in each series.
How To Capitalise On ‘The White Lotus Effect’ As A Travel Agent
White Lotus is nothing short of a pop culture phenomenon, and as a travel agent, you have a great opportunity to use its success to boost your own. If you have hotels, experiences, or packages to sell that are based in or around Hawaii, Italy, or Thailand, this is the perfect time to promote them - even if they’re not necessarily in the specific locations the show was filmed.
Promoting and showcasing hotels and resorts in Maui, Sicily, and Koh Samui, as well as the surrounding areas, is the simplest way to make the most of The White Lotus effect, as well as mentioning tours, trips, and experiences based around activities taking place in the series’.
Put your own unique spin on it, and don’t forget to really dial in on your ideal customer and what they want to see - if your main audience is backpack travellers, trying to sell them on the Four Seasons in Koh Samui probably isn’t the way to go! They might, however, be interested in the Full Moon Party there or an itinerary touring several of Thailand’s smaller islands.
Potential Problems With ‘The White Lotus Effect’ And How To Combat Them
While a tourism boost is considered a good thing, there is always a risk of overpopulating a place with holidaymakers and overloading the local infrastructure. Some may also say the more popular a destination becomes, the less authentic it feels - there are less and less truly cultural experiences in the world as time goes on. So, in a coconut shell, how can we try to combat this when marketing our travel businesses under The White Lotus Effect?
Considering responsible tourism in your marketing is important:
Try to promote and sell authentic experiences that are respectful of local cultures and environments
Be cautious and do your research when selling anything involving animals; many places advertise themselves as ‘ethical’, but in reality they are anything but
Shout about local shops, cafes and restaurants, beach clubs, etc. to visit in the area, helping to support the local economy where possible
Encourage guests to look wider than all-inclusive resort-style holidays in these areas , to help locals and their businesses
Gut-check everything you do and sell - if something feels inauthentic, damaging to local culture, or otherwise ‘off’, don’t pursue it!
Don’t be afraid to make the most of The White Lotus effect in your travel marketing - riding the wave of success the series is enjoying is a savvy business move! Remember our responsibility as travel professionals too, to protect local ecosystems, economies, and cultures, and try to find a balance between marketing opportunities and overtourism risks.
If you’re looking for more trending travel destinations to mention in your marketing this year, look no further than my recent blog: 2025’s hottest hot spots! To help you craft the perfect Instagram caption to go along with your White Lotus location posts, check out these 10 scroll-stoppers I put together for you.
Don’t forget to dive into The So-Shell Tribe, my content subscription service made just for travel business owners like you.
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