A hit television series, blockbuster film or bestselling novel can change where people choose to travel. Increasingly, it also influences where they stay. This trend, known as set-jetting, has become one of the strongest drivers of cultural tourism.
Travellers are booking holidays to experience places they have seen on screen or imagined through books, creating new opportunities for hotels across every market.
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Research from Expedia Group shows that 66% of travellers say films, television programmes and streaming content have influenced their travel decisions. More than one-third say screen entertainment has become even more influential than it was a year earlier. These findings highlight how popular culture has become an important part of travel planning.
For hotels, set-jetting is about much more than following a trend. It is a chance to attract new guests, strengthen a property’s identity and create experiences that cannot be copied by competitors.
Why set-jetting matters to hotels
Travellers have always been inspired by stories. What has changed is the speed at which those stories spread. Streaming platforms release programmes to global audiences at the same time, while social media quickly turns filming locations into must-visit destinations.
Successful series such as The White Lotus, Emily in Paris, Bridgerton and Outlander have encouraged travellers to visit the destinations featured on screen.
Expedia’s travel research found that more than half of travellers have researched or booked a trip after seeing a location in a television programme or film. In many cases, television now has more influence on travel decisions than social media platforms.
Hotels often benefit first because accommodation is central to the travel experience. A property used as a filming location can become an attraction in its own right. Even hotels that were not featured directly can gain from higher visitor numbers as demand grows for nearby accommodation.
Literary tourism offers similar opportunities. Readers often travel to places linked to favourite authors, novels or historic libraries. Hotels located near these attractions can develop packages that appeal to guests looking for a deeper cultural experience rather than a standard sightseeing holiday.
Unlike many short-lived travel fashions, cultural tourism has lasting appeal because it combines entertainment, history and local identity.
Creating experiences guests will remember
The most successful hotels do not simply advertise their proximity to a filming location. They help guests experience the destination in a meaningful way.
Concierge teams can recommend filming sites, walking routes and local attractions connected to a television series or novel. Hotels can work with local guides to create tours that include behind-the-scenes information, regional history and lesser-known places that visitors might otherwise miss.
Partnerships are equally important. Working with museums, bookshops, theatres, visitor attractions and destination marketing organisations creates richer experiences while supporting local businesses. These collaborations also help hotels offer authentic products rather than relying on themed decorations or promotional gimmicks.
Food and drink provide another opportunity. Restaurants can highlight regional dishes featured in popular productions or celebrate local culinary traditions connected with a destination. Book clubs, author talks and film evenings can extend the guest experience without requiring major investment.
Digital content also plays an important role. Hotels that publish guides to filming locations, literary trails and local cultural attractions improve their visibility in online searches while helping guests plan their visit. Useful information builds trust and often performs better than purely promotional marketing.
Building long-term value from cultural tourism
The biggest mistake hotels can make is treating set-jetting as a short marketing campaign. Television programmes eventually end and public attention moves on. Hotels that create lasting value focus on the destination rather than the latest production.
Evergreen content is one of the strongest marketing tools. Articles about local history, architecture, literature and cultural attractions remain relevant long after a film or television series leaves the headlines.
These resources continue attracting visitors through search engines and help position the hotel as a local expert.
Hotels should also encourage guests to explore beyond the best-known locations. This reduces pressure on crowded attractions while spreading tourism benefits across the local community. Visitors often appreciate discovering quieter neighbourhoods, independent businesses and authentic cultural experiences that are not widely promoted.
Responsible tourism is becoming increasingly important. Hotels can advise guests on respectful behaviour, protect sensitive environments and recommend quieter times to visit popular sites. This approach benefits both visitors and local residents.
Success should be measured through more than room bookings. Hotels can monitor website traffic, package sales, average length of stay, guest spending and repeat visits to understand which cultural experiences deliver the strongest results. Feedback from guests also provides valuable insight into changing travel interests.
Set-jetting is no longer a niche travel trend. It reflects the growing influence of storytelling on consumer behaviour and the increasing demand for authentic experiences.
Hotels that combine local knowledge, strong partnerships and high-quality guest experiences will be well placed to benefit. Rather than chasing every new television series or film, the most successful properties will use cultural tourism to create a distinctive identity that continues attracting guests for years to come.
