The White Lotus Effect- The Show’s Impact on Thailand’s Tourism

What is The White Lotus?

HBO’s hit show The White Lotus keeps showing the impact a series can have on the tourism industry. The White Lotus is a critically acclaimed HBO series that combines dark comedy with satire by exploring the lives of wealthy guests at luxurious resorts. The name “White Lotus” comes from the fictional luxury resort chain featured in the HBO series. In the show, each season takes place at a different White Lotus resort, which portrays an illusion of a perfect getaway. A new group of travelers is introduced every season, whose seemingly perfect vacations take unexpected turns as personal conflicts, class struggles and underlying tensions unravel. The lotus flower itself has symbolic meanings often representing purity, enlightenment, and transformation which creates a contrast with the show’s underlying themes like privilege and power struggles. Created by Mike White, the show is praised for its sharp writing, compelling narratives, and breathtaking visuals, with previous seasons set in Hawaii, Sicily, and now Thailand.

What is “The White Lotus Effect”?

The White Lotus Effect refers to the phenomenon where destinations featured in HBO’s hit series The White Lotus experience a significant surge in tourism, with increased visitor interest and hotel bookings. As the show captivates audiences with its sharp social satire and breathtaking locations, viewers are inspired to turn fiction into reality by visiting the stunning filming sites. This trend shows how pop culture can turn a destination into a career-defining opportunity for hospitality professionals. As luxury resorts gain global attention from hit TV shows, they attract high-profile guests, elevate service standards, and create exciting career prospects for those looking to work in a world-class hospitality setting.

What happened to The White Lotus destinations of the first 2 seasons?

The success of The White Lotus caused a massive increase in bookings, popularity, and worldwide exposure for the real-life resorts that were featured in the first two seasons of the show, coining the term “the White Lotus effect”. The first season of the series was filmed in Hawaii, at the luxurious Four Seasons Resort Maui at Wailea. The hotel saw a surge in demand after the show's release, as viewers were keen to stay at the iconic filming location. 

The resort took advantage of the hype by providing White Lotus-themed packages that included guided tours of the filming locations. Themed experiences have become a powerful tool in the tourism industry, offering a strategic way to differentiate destinations and services from the competition. According to the study "Why Theming? Identifying the Purposes of Theming in Tourism," theming plays a vital role in not only increasing sales but also in fostering emotional connections between tourists and the places they visit. By creating a unique, cohesive environment, themed experiences can attract visitors, encourage longer stays, and even enhance their overall journey. These experiences are crafted to evoke strong bonds, making destinations memorable and encouraging repeat visits. In the case of Four Seasons Resort Maui, the hospitality leaders leveraged the hype from the series by creating thematic experiences that resonate with the travelers. It became an even more exclusive resort as a result of its increased popularity. The rising popularity of the resort led to increased room rates and limited availability.

The second season was filmed at the San Domenico Palace, a Four Seasons Hotel in Taormina, Sicily. This location was also affected greatly from the White Lotus hype. After the show aired, demand for stays at the hotel skyrocketed, with reservations rising by more than 300% over prior years. In addition to the hotel, Taormina and other neighboring Sicilian villages that were featured in the series also saw a surge in tourists. Local tourism operators introduced White Lotus-inspired experiences, including themed tours and fine dining at restaurants seen in the show. Both resorts have benefited from The White Lotus Effect, solidifying their status as dreamy destinations for luxury travelers.

Credit: Fabio Lovino

Thailand’s Experience after The White Lotus

The White Lotus continues to influence the tourism sector with its newest season. As expected, the picturesque destination of the 3rd season, Thailand, is facing an increased demand. Following the release of the teaser of the 3rd season, the booking site Hotels.com recorded a 40% increase in searches for the Four Seasons Resort Koh Samui, the primary shooting location of the new season. The luxury resort is currently operating at 100% capacity — a remarkable figure in the hotel industry, where the global average occupancy rate typically ranges between 65% and 70% for luxury hotels, according to data from STR and Statista. This indicates that full occupancy is a significant achievement, surpassing typical performance levels in the luxury hospitality sector. This surge not only reflects the show's global appeal but also highlights the tangible impact pop culture can have on travel behavior.

A major player in the upscale hospitality industry, Minor Hotels is also seeing a sharp increase in interest and reservations at all of its Thai properties, especially at its three Anantara resorts, which were used as shooting locations for the third season of the show.

The White Lotus has greatly increased online interaction for Anantara Lawana Koh Samui Resort, Anantara Bophut Koh Samui Resort, and Anantara Mai Khao Phuket Villas since the season's February 16 launch. The resorts' websites saw a 104% increase in visitors in February compared to the same month last year, while direct online reservations increased by 41%.  

The impact of the show on reservations was most noticeable after its first two episodes were released. Booking conversions experienced substantial increases on February 17 and 24, which were the airing dates. In the retail segment, room night reservations increased by 53% in the first week and by more than 180% in the second week as compared to the prior year.

The week-over-week data also shows that, in comparison to the same time last year, searches for these properties on Anantara's online booking engine have doubled. This spike in interest demonstrates how series can have great impact on actual travel choices.

The White Lotus Effect is evident throughout Minor Hotels' whole portfolio in Thailand, not only the highlighted Anantara locations. For all of its premium hotels in the country, the company reports a 40% rise in global online traffic year over year, with major engagement from key foreign markets like the US, UK, India, Germany, and France.

The show not only increased the popularity of its specific shooting locations but it also had a significant impact on Thailand’s general tourism demand. The hotel and flight bookings to Thailand increased by 44% since the previous year. The increased demand also led to a rise in prices by 10%.

As The White Lotus continues to draw global attention, its impact on Thailand’s tourism is just beginning. Although interest in luxury hotels is already on the rise, it is unclear how long this trend will endure and how much it will influence the country's travel sector. One thing is certain—Thailand is now in the spotlight, and the full effects of the White Lotus hype are yet to unfold.

Ever wondered what the White Lotus resorts look like in real life? This quick video by The Points Guy takes you inside the stunning hotels in Hawaii, Sicily, and Thailand where the series was filmed. Spoiler: they are just as breathtaking off-screen.

Discover job opportunities at The White Lotus destinations with Hosco!

Do you feel the White Lotus effect? If you would like to be a part of these fascinating facilities among many others, you can check the limitless job opportunities listed on Hosco platform. Find your dream job in one of these dreamy destinations and create your own White Lotus episode!

Being part of a fast-growing industry like luxury hospitality offers more than just a job — it’s a valuable opportunity to grow within a dynamic and global environment. You’ll gain hands-on experience, work alongside experienced professionals, and develop skills that are highly relevant in today’s competitive job market. For young professionals looking to build a meaningful and future-ready career, there’s no better place to start.

Just like in The White Lotus, the setting is everything. But beyond the drama, some destinations really do live up to the fantasy. Thailand offers the kind of unforgettable beauty and warmth that luxury guests dream of. Take a closer look at what makes it a real-life version of paradise.

Quick links to apply for your dream roles at top destinations:

• Hospitality opportunities from Fast Track Thailand 
• Hospitality opportunities in Sicily
• Hospitality opportunities in Hawaii
• Want to explore even more destinations? Take a look at our job opportunities worldwide