While the White Lotus Hotel is the centerpoint for a now three-season award-winning drama series set in iconic tourism destinations, this season’s White Lotus Hotel is making waves. HBO’s The White Lotus launched the third series last month, set against the lush backdrop of Koh Samui, Thailand. But it didn’t just captivate audiences, it ignited a cultural phenomenon. The show’s influence, dubbed the “White Lotus effect,” has become a powerful force in global tourism, driving a surge in travel interest to the Thai island and beyond. But as Thailand basks in the spotlight, the country faces both unprecedented opportunities and challenges in managing this newfound attention.
At the ITB Berlin 2025 travel trade show, Thailand’s Prime Minister Paetongtarn Shinawatra unveiled the nation’s ambitious plans to leverage the series as part of the “Amazing Thailand Grand Tourism and Sports Year 2025.” The goal? To showcase Thailand’s unique charm to a global audience while cementing its status as a premier filming destination. With increased cash rebates for international productions—now at 30%—Thailand has already attracted over 400 productions in 2024, generating 6.58 billion baht in revenue. Alongside The White Lotus, blockbusters like Jurassic World have further solidified the country’s appeal.
But it’s The White Lotus and its hotel-focused family spectacles, raw, dark, quirky, in your face, that has captured the imagination of travelers worldwide. Social media analytics company Sprout Social reported a 60% spike in conversations about Thailand travel following the season premiere, with nearly 1.4 million mentions of the show and Thailand. The sentiment was overwhelmingly positive, with 99% of posts expressing enthusiasm for the destination. According to Rachael Goulet, Sprout Social’s director of social media, the show’s reach is staggering: “There were more than 775 million instances where conversations mentioning both The White Lotus and Thailand appeared on users’ feeds.”
This cultural moment has translated into tangible economic benefits. Bangkok Airways, the primary carrier to Koh Samui, has seen a surge in demand, particularly from European tourists. The airline has increased flight frequency on the Phuket-Samui route and plans to reinstate the Samui-Kuala Lumpur service to accommodate connecting travelers. Puttipong Prasarttong-Osoth, president of Bangkok Airways, anticipates an 85% load factor for Samui flights this year, driven by strong bookings from Germany, Switzerland, France, and the UK.
While there is no White Lotus Hotel, actual hotels on the island are reaping the rewards. The Four Seasons Resort Koh Samui, the show’s primary filming location, has partnered with Bangkok Airways to create bespoke travel packages. Expedia reported a 370% increase in search interest for the resort in Hong Kong, while searches for trips to Koh Samui jumped 115% in Singapore, 95% in the US, and 70% in Australia. Trip.com noted a 30% year-on-year growth in flight and hotel bookings to the island, with Germany, the UK, and France leading the charge.
The ripple effects extend beyond Koh Samui. Short-term rental bookings in Thailand surged nearly 500% in the days following the season premiere, according to Guesty, with nightly rates rising by 28%. Hotel daily rates climbed by 10%, and even Thai restaurants in the US saw a 16% increase in bookings, as reported by OpenTable.
Adding to the show’s allure is the inclusion of Lalisa Manobal, better known as Lisa of Blackpink, in the cast. With over 105 million Instagram followers, Lisa’s presence has amplified the series’ reach, particularly across Asia. Siripakorn Cheawsamoot, deputy governor of the Tourism Authority of Thailand (TAT), outlined plans to capitalize on the show’s popularity by promoting lotus-related attractions and cultural experiences.
White Lotus Hotel: A Four Seasons’ Masterstroke
Amid this tourism boom, the Four Seasons has emerged as a key player. The luxury hotel chain has positioned itself at the heart of the White Lotus phenomenon, launching a private jet itinerary inspired by the series. Dubbed the “World of Wellness,” the 20-day journey will take guests to filming locations from all three seasons, including Maui, Taormina, and Koh Samui, as well as five additional destinations.
Marc Speichert, Four Seasons’ Executive Vice President and Chief Commercial Officer, described the initiative as a response to the “set-jetting” trend fueled by the show. “We’ve experienced firsthand how The White Lotus has inspired travelers to explore the breathtaking Four Seasons properties that served as backdrops for this beloved series,” he said. The itinerary, set for May 2026, will offer personalized wellness experiences, from Muay Thai training in Koh Samui to yoga in Taormina’s Belvedere Gardens.
The Four Seasons’ partnership with The White Lotus is a masterclass in luxury marketing, blending exclusivity with mainstream appeal. The brand’s ability to capitalize on the show’s cultural cachet while maintaining its high-end image has set a new standard for the industry.
White Lotus Hotel: Welcome to the Dark Side
However, the surge in tourism comes with significant risks. Dr. Guy Llewellyn, assistant professor at EHL Hospitality Business School, warns that the “White Lotus effect” could lead to overtourism, environmental degradation, and rising costs for locals. He cites the example of Maya Bay, which suffered severe ecological damage after the release of The Beach in 2000.
Koh Samui, already grappling with water scarcity and waste management issues, is particularly vulnerable. The disparity in resource consumption between luxury resorts and local residents is stark: while the average Thai uses 150 liters of water daily, a resort guest consumes nearly 1,500 liters.
Llewellyn advocates for a more sustainable approach, promoting lesser-known destinations, encouraging off-peak travel, and implementing visitor permits for sensitive areas. “The ‘White Lotus effect’ presents an opportunity for Thailand to reshape its tourism narrative,” he said. “But it must be managed carefully to avoid the pitfalls of overtourism.”
White Lotus Creates a Call for Responsible Tourism
As Thailand navigates this pivotal moment, the travel industry faces a broader reckoning. The success of The White Lotus underscores the power of pop culture to shape travel trends, but it also highlights the need for a more responsible approach to tourism.
“Travel must confront the uncomfortable truth that marketing success and destination sustainability are increasingly at odds,” said one industry expert. “The next decade will require a fundamental reimagining of how to promote and manage high-end tourism destinations.”
For now, Thailand is riding the wave of the White Lotus effect, embracing the economic benefits while grappling with the challenges. Whether the country can strike a balance between preservation and profit will determine the future of its tourism industry—and the fate of its most beautiful islands.
Four Seasons: White Lotus Hotel for All Seasons
The Four Seasons has unveiled an extraordinary new travel experience that combines luxury, wellness, and the allure of HBO’s hit series The White Lotus. The World of Wellness itinerary, part of the Four Seasons Private Jet Experience, offers an exclusive 20-day journey to iconic filming locations from the show’s first three seasons—Maui, Taormina, and Koh Samui—alongside five additional global destinations. This one-of-a-kind trip, set to take flight in May7-28, 2026, promises to immerse guests in the world of The White Lotus while delivering unparalleled luxury and personalized wellness experiences. The per person rate for this 20-day extravaganza starts at $188,000.
A Journey Inspired by the Spa at the White Lotus Hotel
Wellness takes center stage on this journey, mirroring the focus of the series’ third season. Guests can tailor their experience to suit their preferences, whether that means indulging in spa treatments, seeking adrenaline-fueled adventures, or simply relaxing with a cocktail in hand. The itinerary is a seamless blend of luxury, culture, and self-discovery, offering something for every traveler.
A Global Adventure
The journey begins in Singapore, where guests will enjoy a welcome dinner showcasing the city’s renowned culinary scene. From there, the custom-designed Four Seasons Private Jet will whisk travelers to eight iconic destinations, each offering unique experiences:
- Koh Samui, Thailand
Guests will spend three nights at the Four Seasons Resort Koh Samui, the stunning backdrop for The White Lotus Season 3. Activities include snorkeling with a marine biologist, Muay Thai training at a hilltop boxing ring with panoramic ocean views, and spa treatments inspired by Thai traditions. - The Maldives
In this tropical paradise, travelers can experience a Night Spa ritual under the stars, snorkel vibrant coral reefs, or embark on a turtle safari. - Taormina, Sicily
The setting for Season 2, Taormina offers three nights at the San Domenico Palace, a Four Seasons Hotel. Highlights include cycling to Mount Etna’s wineries, morning yoga in the Belvedere Gardens, and exploring the town’s picturesque streets and culinary delights. - Marrakech, Morocco
Discover the cultural secrets of Marrakech’s ancient medinas, followed by a private hammam bath experience featuring a soothing clay scrub from the Atlas Mountains. - Nevis
Rejuvenate at the island’s natural hot springs, surrounded by lush landscapes and serene beauty. - Mexico City
Take part in a traditional temazcal (house of heat) ceremony, enjoy sunrise views from a hot-air balloon, or sip cocktails at the world-renowned Fifty Mils bar. - Maui, Hawaii
The journey concludes with two nights at the Four Seasons Resort Maui at Wailea, where The White Lotus launched its first season. Guests can explore the coast on an outrigger canoe and unwind with a lomi lomi massage, rooted in Hawaiian traditions.
White Lotus Hotel in the Sky
Throughout the journey, guests will travel aboard a custom-designed Airbus A321, featuring 48 handcrafted Italian leather seats with 6.5 feet of personal space, including plush ottomans. The jet also boasts an interactive “lounge in the sky,” where travelers can connect with fellow guests and learn from Four Seasons experts about the brand’s artistic, wellness, and culinary offerings.
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