What's Happening?
The travel industry is witnessing a significant trend known as 'set-jetting,' where travelers choose destinations based on their appearances in movies, TV series, and streaming shows. This phenomenon has gained traction as streaming platforms expand the global
reach of popular content, transforming previously unknown locations into must-visit hotspots. According to Expedia's Unpack '26 travel trends report, 53% of travelers express interest in screen-inspired travel, with 81% of Gen Z and Millennial travelers citing movies and TV shows as influences on their travel decisions. Examples of set-jetting include visiting Paris after watching 'Emily in Paris,' booking luxury resorts inspired by 'The White Lotus,' and exploring filming locations from 'Game of Thrones' in Northern Ireland and Croatia.
Why It's Important?
Set-jetting represents a fundamental shift in how travelers discover destinations, moving away from traditional travel guides and advertisements towards inspiration from entertainment content. This trend offers significant opportunities for the hospitality industry, as hotels near filming locations can experience increased visibility and bookings. By creating themed packages and experiences, hotels can connect guests with the stories they love, enhancing their appeal among younger travelers who prioritize experiences and social sharing. The trend also generates valuable user-generated content and organic marketing opportunities, as set-jetting travelers are often eager to share their experiences on social media.
What's Next?
As entertainment and travel continue to intertwine, set-jetting is expected to further influence travel decisions, with the potential for the next blockbuster vacation destination to be discovered on a screen. Hotels and hospitality brands may increasingly align with pop-culture trends to attract new guests and create memorable experiences. This could involve developing partnerships with local attractions, offering guided tours of filming locations, and creating themed dining experiences. The trend is likely to grow stronger as younger generations continue to seek unique and shareable travel experiences.
