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Conversations on social networks about traveling in Thailand increased 60% after the premiere of the third season of “The White Lotus” on February 16.
The data measured the talk of social networks during the three days before and after the transmission of the program, according to the Social Network Analysis Company Sprout Social.
The Emmy winning HBO series is expected to attract an increase in travel interest to the Thai island of Koh Samui, the last stage of the program, as did Maui, Hawaii and Sicily, Italy, in one and two seasons, respectively.
The program’s ability to attract tourist interest in its filming places is so influential that it is known as the “white lotus effect.”
“The White Lotus” was mentioned in social networks almost 1,385,000 times for almost 500,000 unique authors from February 16 to 26, according to Social Sprout. Most conversations come from within Thailand (86,016), followed by the United States (45,728) and Brazil (18,613), the company said. CNBC trips.
Patrick Schwarzenegger plays the role of “Saxon Ratliff” in the new season of “The White Lotus”.
Billy HC Kwok | Getty Images Entertainment | Getty images
The conversations obtained more than 8.4 million commitments, mainly like, comments and actions, of which 85% were positive, he said. However, for publications that specifically mention Thailand, the feeling increased to 99%, according to social sprout.
This is important because the scope of these publications is so vast, said Rachael Goulet, director of social networks of the company.
“There were more than 775 million cases in which the conversations that mentioned both ‘The White Lotus’ and Thailand appeared in user foods,” Goulet said. “For the context, the American population is just over 340 million, so with more than 2 times that number, 775 million potential impressions not only indicate a strong trend in social networks; it indicates a broader cultural moment.”
The data are based on conversations on social networks on X, YouTube, Reddit and Tumblr, Sprout Social said.
“People not only talk about the program as something to see; they are talking about it as a reason to travel to Thailand,” Goulet said.
The search interest and hotels of the hotels have jumped in Koh Samui, Thailand, after the attention that called him the successful HBO television series “The White Lotus”.
Oleh_slobodeniuk | E+ | Getty images
In addition, this season has something I didn’t have before: the power of a pop star.
The cast includes Lalisa Manobal, more commonly known as Lisa of the K-Pop Blackpink group. Manobal, who has around 105 million followers on Instagram, made his debut as “Mook” in the last season.
Hotel and restaurant reservations
But it is not all to speak: travel searches have jumped, in many cases, months before the third season began.
Four Seasons Resort Koh Samui search interest, the program Main filming placeIt increased 370% in Hong Kong in January year, according to Expedia.
In the two weeks after the premiere of the third season, travel searches to Koh Samui increased 115% in Singapore, 95% in the United States and 70% in Australia, showed expedia data.
The reserve is also up. Since the premiere of the season, Trip.com has seen an interannual growth of almost 30% in flight reserves and hotels to Koh Samui, directed by Germany, the United Kingdom and France.
The “white lotus effect” may be increasing interest for other parts of Thailand as well.
Short -term rental reserves in Thailand increased almost 500% in the two days after the premiere of the third season, compared to the same period of 2024, according to the Property Administration Platform, Huesty, whose software promotes reserves on Airbnb and Booking.com, among others.
Annual night rate for short -term housing rentals also increased, around 28% since February 2024, according to Invisdy.
The average daily rates in the hotels rose 10% in the previous two weeks and the season premiered, according to Expedia. That is aware of the growing rates, which began to It rises during the increase in trips after the pandemic.
“The White Lotus” can even be promoting restaurant reserves beyond the coast of Thailand. Reservations in Thai restaurants in the United States increased 16% in the week after the premiere of the program, according to the opening reserve service.
Conensezism concerns
Dr. Guy Llewellyn, an assistant professor at EHL Hospitality Business School, said the “Blanco Loto effect” demonstrates The power that pop culture has in travel trends, especially in younger travelers who use social networks for travel inspiration.
However, he said that past cases of screen tourism serve as warning stories.
The film “The Beach”, starring Leonardo DiCaprio, brought high volumes of visitors to Maya Bay, which was temporarily closed to rehabilitate his marine biology in 2018.
Brunocoelhop | Istock | Getty images
“The 2000 ‘The Beach’ film led to a massive influx of tourists to Maya Bay, causing severe environmental damage“, said CNBC tripsreferring to the bay of the island Phi Phi Phi in Thailand. “While the increase in tourism brings economic benefits, an unprofessional increase can lead to the abroarism, the increase in costs for premises and environmental degradation.”
Llewellyn said Thailand should anticipate these challenges and promote less known destinations and out -of -peak trips, while considering visitors to fragile areas.
“Ultimately, the ‘Effect of Loto Blanco’ presents an opportunity for Thailand to return to his tourist narrative,” he said.
