There is no doubt the White Lotus series will bring in a small boom for Thailand and an even bigger boom for the hoteliers of Ko Samui island. The Four Seasons hotel chain, which hosted all three seasons of the White Lotus series, has done a spectacular job in marketing their properties through the power of entertainment.
While it’s too early to measure the White Lotus effect on Ko Samui, it is possible to measure the booking figures for growth in the beautiful city of Taormina, Sicily, where the previous series of White Lotus aired in October 2022.
By comparing the 6 months of booking figures from October 22 to October 2020, 21 and 24, a noticeable difference is seen. To make sure any growth was due to the impact of the TV series, bookings in Rome over the same period were also monitored.
- Taormina saw a 500% increase in bookings over the filming and screening of White Lotus.
- Rome saw a 50% increase in bookings over this time period
This period did see healthy growth in hotel bookings, but Taormina’s incredible growth should give the hospitality business in Ko Samui a real confidence that they are in for a booking bonanza. Interestingly, bookings increased in the year it was screened and in the year the season was made. This points to the fact that the act of creating a television series will definitely give a small destination a significant boost when marketed properly.
However, Ko Samui hoteliers need to take warning. The White Lotus effect was not long lasting. By 2024, the booking levels for Taormina had fallen back to pre White Lotus levels.
Now, there can be lots of other reasons behind this fall. As everyone knows, the world is a challenging place right now, but the data suggests that though the Hoteliers did enjoy a White Lotus boom, they made the same mistake as so many others in the grips of an unexpected boom in demand. By ramping up the prices to unacceptable levels, hoteliers inevitably harmed the wave of popularity to their destination.
Before the Sicilian based series of White Lotus aired, the average room rates were US$281. During the filming, this rocketed to US$468, then crashing in the year after the screening to US$86. Interestingly, this has now risen back to pre White Lotus levels. Admittedly, this could be down to TV stars and early visitors wanting the 5 star experience and choosing the more expensive properties or it could be that Hotel’s ramped up their rates again.
At the same time, it’s important to note that the destination was probably very busy. In fact, figures suggest 300% busier than normal. So, unless the hotel increased staffing levels to cope, the experience would have been nowhere near as wonderful for visitors as it normally is.
Managing the Peaks and Troughs of Demand
One of the hardest parts of hospitality is managing these peaks and troughs of demand. Well trained staff stretched to quitting point or expensively doing nothing is something our industry always has to manage.
Technology has been key to managing this successfully. Whilst hospitality is always going to be a human heavy service, more and more hospitality companies can ensure that your team can survive the storms of success by the implementation of technology.
One way hotels could cope with such huge swings in demand is through using technology to change the way the phone is used. Once the most valuable sales tool, the phone has often become a highly frustrating barrier to customers.
If tech is used correctly the phone can be reborn as a sales and customer service tool that truly works. A significant number of customers that prefer the phone channel to ticking away and they often have money to spend.
AI powered reservation agents are working right now in the travel and hospitality industry and they work really well with real human agents. The AI agents can speak multiple languages and are so human-like that some customers have asked to meet the agent when they check in.
Crucially, this AI powered innovation is not replacing human agents. The human agents are now given the best converting calls and the risk associated with spending marketing money to market a phone number that we might not be able to answer has gone.
How Travelers Can Improve the Overtourism Situation
In recent years, more and more of the world’s top destinations have been taking active steps to stop tourists. At its best, tourism can share the world’s wealth and ideas for the benefit of mankind. At its worst, it can build resentment and encourage destructive development that forces locals to move from where they lived. The urge to travel is often driven by the desire to experience the new. The trouble is that a television series or film in a glorious location can cause too many people to visit the same place at the same time, causing the destruction of the very experience that everyone seeks.
I always advise travellers to do these few things.
- Don’t assume the destination needs your money. A healthy tourist destination will have many types of differing industries going on that you will not be aware of. Remember, destinations are often at a breaking point in peak season and expecting too much of your hosts is like asking for the family cook for lamb chops on Christmas day. You just don’t do it. Hearing a tourist ask why a restaurant is shut “as they need my money” has to be one of the most arrogant forms of traveller behaviour and is a great way to get on the wrong side of the locals.
- If you want to beat the tourist trap, travel to second tier destinations. Try Seville as opposed to Barcelona, Block Island, Rhode Island as opposed to Martha’s Vineyard, or the Vumba Mountains over Victoria falls. The world is full of the most amazing destinations and the best are the ones that often don’t feature on your social media feed.
- Travel out of season. Spring and Autumn are often the most beautiful times of year and always have been. The world’s first tourists were arguably well-off British gentry doing the Grand Tour of Europe. One of them, a poet called Robert Browning whilst touring stunning Italy in 1845 penned the line “Oh to be in England now that April is here.” Having lived in the UK for a while now I would say being in England rather than Italy in April may be stretching the point, but spring is generally more stunning than summer. Just pack a jersey… and an umbrella. Finally, if you don’t have kids, don’t travel during the school holidays.
- Don’t assume you will get the same food. Don’t assume you get the same services. Uber probably won’t work; your phone will rip you off and you probably won’t get the same anything as you have at home. That’s why you travel, enjoy it and don’t moan.
- Remember you are a guest. Love everyone but don’t trust anybody … having said that, understand that most people are wonderful and taking acceptable risks can lead to the best moments of your life.
Looking Ahead and Overall Expectations for Summer 2025
While stock market volatility continues to cast uncertainty over consumer confidence in the U.S., Americans aren’t hitting pause on their summer travel plans, especially when it comes to Europe. This summer, the “White Lotus Effect” will continue to influence American travel preferences, driving a focus on aspirational, experience-heavy European city breaks.
At the same time, some traditionally popular European cities are seeing less interest, suggesting that American travelers are becoming more selective in their choices and are more weary of overtourism concerns. As tourism increases in these iconic cities, responsible travel becomes essential to managing overtourism and preserving local culture and environment.
How Destinations Can Improve the Overtourism Situation During a White Lotus Effect
When fame comes knocking for destinations the destination must take advantage of it. However, it needs to be aware that fame is fleeting, and you have a choice of how to use this essentially free marketing. Visitors can contribute by choosing off-peak times to travel, supporting local businesses, respecting cultural sites, and minimizing their environmental footprint. Embracing sustainable practices, like using public transportation, avoiding overcrowded landmarks, and engaging with community-led experiences, helps ensure that these destinations remain vibrant and welcoming for future generations.
This mindful approach to travel not only enhances the visitor’s experience but also fosters a positive relationship between tourists and host cities, balancing the desire for discovery with the need for preservation.
Popular destinations can use that fame to provide a wonderful experience that creates raving people on their return home. Nothing beats word of mouth recommendation. Sustainable demand can be created, or hoteliers can decide to ramp up room rates and make short term cash. I know what sort of business I like to run.
Reprinted from the Hotel Business Review with permission from www.HotelExecutive.com.
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