Lessons from The White Lotus Effect

Learn how Minor Hotels transformed cultural relevance into measurable results on their direct channel

In the fast-moving world of hospitality marketing, few tools are as compelling as storytelling. When The White Lotus chose Thailand as the backdrop for its latest season, it wasn’t just visually stunning—it became a springboard for real-world results. Among the standout beneficiaries was Anantara Bophut Koh Samui Resort, one of three Anantara properties featured in the hit series. Owned by Minor Hotels, Anantara’s screen moment translated directly into a measurable spike in demand.

In February alone, Minor Hotels recorded a remarkable 104% year-over-year increase in website traffic. Even more telling, direct online bookings across the featured Anantara resorts jumped by 41%. The impact was tightly linked to the series premiere: conversions peaked during the weekends of February 17 and 24, corresponding with the release of the first episodes. During these two weeks, bookings surged by 53% and 180% respectively compared to the same period the previous year.

To ride the wave of attention, Minor Hotels took a savvy digital approach—elevating the online experience with tailored messaging across their Anantara property websites. For fans of the show, it was more than a getaway; it was a chance to stroll the same lush corridors, sip cocktails by the pool, and immerse themselves in the world they’d seen on screen—only this time, with five-star service and no unexpected plot twists. By deploying personalized Layers on their direct channel, Minor Hotels cleverly mirrored the aesthetic and tone of The White Lotus, subtly drawing visitors in and encouraging deeper exploration. These context-aware prompts bridged the gap between viewer excitement and real-world action—turning pop culture buzz into measurable bookings.

Engage Fans with On-Site Messaging 

One clear illustration of this personalized approach can be seen in the Layer displayed on the Minor Hotels website, which warmly welcomes visitors. This visually engaging message spotlights the exact Anantara properties featured in the latest season of the show such as the serene Anantara Bophut Koh Samui Resort and the striking Singing Bird Lounge inviting fans to step into the scenes they’ve seen on screen. With a clear call-to-action, the message bridges entertainment and travel inspiration, transforming viewer interest into actionable engagement throughout the booking journey.

Layer showcasing featured filming locations to inspire fans

Drive Pre-Arrival Upsells with Story-Driven Guest Experiences

Beyond just showcasing filming locations, Anantara took their engagement strategy one step further by creating themed on-site experiences that extend the story for fans. A great example is the “White Lotus Afternoon Tea” at Anantara Bophut, promoted through a Layer on the resort’s website. Inspired directly by the series and its luxurious atmosphere, this curated culinary experience invites guests for afternoon tea. By creating and promoting services like this on their direct channel, Anantara not only enhances perceived value, but also opens up opportunities for upselling before arrival. It’s a clever way to turn storytelling into tangible guest experiences that drive both engagement and spend.

Layer promoting White Lotus-inspired afternoon tea

Promote Upsells with Personalized Messaging that Adds Value

Anantara offers another great example of how personalized website messaging can enhance the guest journey—this time by spotlighting premium on-site experiences. Through a visually engaging message, the brand promotes its exclusive dining offer “Glimpse of White Lotus,” designed to inspire travelers seeking something truly special. By introducing this curated experience early in the booking journey, Anantara encourages guests to explore complementary services ahead of their stay, increasing ancillary revenue and appealing to those seeking to immerse themselves into the world of White Lotus.

Layer promoting immersive dining experience

By aligning its website messaging with the captivating allure of The White Lotus, Minor Hotels didn’t just turn heads—they turned attention into action. By tapping into the buzz generated by the HBO hit, the brand successfully boosted both conversions and ancillary revenue. It’s a powerful example of how storytelling beyond the hotel walls can directly impact the bottom line.

For hoteliers, the takeaway is clear: cultural moments matter. Whether it’s a breakout TV series, a major local event, or a trending movement, staying in sync with what’s capturing public interest opens up fresh, timely opportunities to engage guests in meaningful, and profitable, ways. And if you do it well, your property might just become the kind of destination fans dream of long after the credits roll.

About The Hotels Network

The Hotels Network is an inventive technology company working with over 20,000 hotels around the globe. Boasting an international team of specialists with deep expertise in hospitality, product design, consumer marketing, and AI, the company offers clients a full-stack growth platform to power their direct channel. By leveraging AI-driven personalization, integrated tools, and advanced analytics, hotel brands can attract, engage, and convert guests throughout the user journey.