Minor Hotels, owner of three Anantara properties featured in HBO’s hit series ‘The White Lotus’, has reported a notable increase in web traffic and bookings, demonstrating the influence of television on real-world travel decisions.
Minor Hotels is witnessing what has been dubbed the ‘White Lotus effect’. This is because of the recent surge in online interest and bookings at three of its Anantara properties in Thailand, which were used as filming locations for the hit HBO series ‘The White Lotus’.
The show’s third season, premiered on February 16, is set in Thailand, and the resulting exposure has led to an increased interest in these resorts. Specifically, the Anantara Lawana Koh Samui Resort, Anantara Bophut Koh Samui Resort, and Anantara Mai Khao Phuket Villas have seen a substantial uptick in web traffic and direct online bookings.
Comparing web traffic data for February, there has been a 104% year-on-year increase. In the same period, the three properties recorded a 41% year-on-year rise in direct online bookings. A significant increase in booking conversions was noted on February 17 and February 24, which aligns with the airing of the show’s first two episodes. The number of room night bookings for the retail segment grew by 53% and over 180% in those two weeks compared to last year.
Further data analysis shows a 100% increase in search traffic on the Anantara internet booking engine for the three properties compared to those same weeks last year.
The ‘White Lotus effect’ doesn’t stop with the properties featured in the series. Minor Hotels reports a nearly 40% year-on-year increase in global web traffic across all its luxury properties in Thailand for February. The primary source markets for this growth include the UK, US, India, Germany, and France.
Dillip Rajakarier, Group CEO of Minor International, the parent company of Minor Hotels, expressed delight at the global interest sparked by ‘The White Lotus’. He stated, “We own and operate more than 30 hotels, resorts and residences in Thailand, and we expect this will not only boost interest in Thailand globally but also enhance its positioning as an international luxury leisure and wellness destination.”
Minor Hotels also owns the Four Seasons Resort Koh Samui, another principal filming location for ‘The White Lotus’ Season 3. Capitalizing on the show’s success, Anantara offers a Lotus Awakening Escape package, promising guests an immersive, on-screen-inspired escape that reveals the true heart of Thailand.
This trend underscores the power of television and film in influencing real-world travel decisions. It also highlights the potential benefits for destinations and hospitality businesses that become the backdrop for popular television shows and films. The ‘White Lotus effect’ is a testament to that potential, and Minor Hotels is poised to welcome new and returning guests seeking the on-screen-inspired experience.
