Interest in travel to Thailand is growing amid the third season of "The White Lotus," which premiered on Feb. 16.
While the hotel featured in the series -- the White Lotus Thailand -- is fictional, it was filmed at four real locations: the Four Seasons Koh Samui, Anantara Bophut Koh Samui, Anantara Mai Khao Phuket Villas, and Rosewood Phuket.
Global Travel Collection (GTC), Internova Travel Group's luxury division, said January bookings to Four Seasons hotels in Thailand were up 68% year over year. That was on top of a strong 2024, GTC said, when the agency's Thailand hotel sales totaled $2 million. GTC also booked $1 million in tour sales to Thailand last year.
GTC president Angie Licea said some hotel brands in Thailand are seeing a 1,000% increase in sales for GTC, like Mandarin Oriental and Marriott International's brands.
"As 2025 unfolds, Thailand remains a highly desirable destination, with evolving travel patterns and increasing interest in luxury accommodations," Licea said.
Set-jetting -- travel to locations inspired by films and television shows -- is a well-documented phenomenon. "The White Lotus" filmed previous seasons in Hawaii and Sicily, and the show generated interest in travel to those destinations.
GTC advisors are enjoying the boost.
GTC affiliate The Travel Siblings in New York say there's a lot of interest in Thailand. Sister-and-brother team Kara Bebell and Harlan DeBell said Thailand has been one of their most-requested honeymoon destinations since news leaked that "The White Lotus" would be filmed there.
Shawn Goldberg and Michelle Rosenbaum, advisors with Westbury, N.Y.-based Protravel International Westbury, said clients are spending. Many are taking eight- to 10-day trips staying at five-star hotels and going on private tours. They estimated that a family of four spends $50,000 in the high season.
White Lotus-inspired ... on a budget
EF Ultimate Break, which offers trips for Gen Z and Millennials, is launching a 22-day Thailand tour inspired by the latest season of "The White Lotus."
The Ultimate Thailand: White Lotus Edition itinerary will introduce travelers to "must-see spots," while including "budget-friendly dupes for the extra-fancy stuff," the company said in its announcement about the $3,499 trip.
As new episodes of the show are released weekly on HBO Max, EF will update its itinerary, introducing a hint of mystery.
Travelers will explore Bangkok, Chiang Mai, Phuket, Krabi, Koh Samui, Koh Tao and Koh Pha Ngan. The itinerary -- so far -- includes visits to the Damnoen Saduak Floating Markets, Wat Phra That Doi Suthep and an elephant sanctuary.
Experiences inspired by the TV show are marked with a lotus emoji, including a suggestion to visit the Joe Louis Thai Puppet Theater for a performance like the one featured in the first episode.
Lodging varies on departure dates but can include the ASAI Bangkok Chinatown, Cross Vibe Chiang Mai Decem and Cosi Samui Chaweng Beach.
"While we all love the Four Seasons and fine dining, our travelers will experience all the culture minus the price tag," the company said.
Anantara is capitalizing on the buzz with The Lotus Awakening Escape Package, a four-night Phuket and Koh Samui retreat. The stay includes experiences at the three Anantara resorts and activities inspired by the show.