What's Happening?
The fourth season of 'The White Lotus' will be filmed at Airelles Chateau de la Messardiere in Saint-Tropez, France, marking a departure from the show's previous tradition of filming at Four Seasons properties. Filming is expected to take place from April to October 2026. The show, known for its luxury hotel settings, will also include scenes filmed at an unnamed Paris hotel. This change in location comes as a surprise, given the show's past partnership with Four Seasons, which has contributed to the popularity and high demand for the featured hotels.
Why It's Important?
The decision to film 'The White Lotus' Season 4 at Airelles Saint-Tropez instead of a Four Seasons property reflects a shift in the show's production strategy. This move could impact the brand visibility
and market positioning of both Airelles and Four Seasons. Airelles may benefit from increased publicity and demand, while Four Seasons may experience a shift in its association with the show. The change also highlights the competitive dynamics in the luxury hotel industry, where partnerships with popular media can significantly influence brand perception and customer interest.
What's Next?
As filming progresses, fans of 'The White Lotus' can expect updates on the storyline and additional filming locations. The show's choice of Airelles Saint-Tropez may lead to increased interest and bookings at the property, potentially affecting its pricing and availability. The partnership with Airelles could also set a precedent for future collaborations between luxury hotels and media productions. The impact on Four Seasons' brand association with the show will be closely watched, as it may influence future marketing and partnership strategies.
