Despite Sicily and Hawaii both seeing impressive rises in interest after their starring role in The White Lotus seasons one and two, few anticipated Thailand would see such an exponential rise in interest after it featured in the show's third season. Our latest Agent Insight column from Zoe Palmer, a Travel Counsellor, spotlights how to balance the pros and cons of what has been dubbed the "White Lotus effect"
"Luxury travel has taken centre stage recently, and it’s fair to say that a certain HBO series is playing a leading role in bringing the sector to the fore!
"You can argue the pros and cons of the impact such productions have on the destination featured but one thing’s for certain, they inevitably increase interest and drive bookings in luxury products – be that in the travel sector or fashion, beauty and otherwise.
"If you are building a luxury business, then there are several ways you can capitalise on the opportunity that such shows present but also do so in a way that delivers a positive impact."
Letting alternative options shine
"Use the popularity of the show to discuss the destination to clients and showcase the breadth of what’s on offer. Let your knowledge of alternative offerings shine.
"For example, in Thailand, multi centre itineraries or alternative resorts and islands.
"If it’s the hotel brand that has caught your client’s eye, then open up the portfolio and share the breadth of where they could choose to travel. The Four Season in Koh Samui is doing rather well but there are many more options to explore!"
Tightening the purse strings—and expectations
"Being realistic on budget is also important. If your clients have been captivated by what they’ve seen on screen, then they might not appreciate the reality of the price tag. There are many layers to our luxury clientele – from ultra through to aspirational.
"All are worthy of our time and attention and it’s down to us as agents to utilise our knowledge and experience and use the ‘White Lotus Effect’ to match the right client to the right product in an ethical and responsible way and ultimately secure more business as a result!"
