The White Lotus series is certain to bring a little boom to Thailand, and an even greater boom to the island of Ko Samui. Four Seasons Hotel chain, who hosted all three White Lotus seasons, did an amazing job marketing their properties with the power entertainment.
It’s still too early to gauge the White Lotus effect in Ko Samui. However, you can measure the growth of the Taormina bookings, in Sicily, the city where the last series of White Lotus was aired, in October 2022.
Comparing the booking figures for 6 months from October 22, 2020 to October 21, and 24, there is a notable difference. Bookings in Rome were also tracked to ensure that any increase was not due to the TV series.
- Bookings in Taormina increased by 500% after the White Lotus filming.
- Rome’s bookings increased by 50% during this timeframe
The hotel industry in Ko Samui should be confident that the bookings will increase in the coming months due to Taormina’s phenomenal growth. Bookings rose in both the year that the show was broadcast and the year in which the season was produced. This shows that a TV series can give a destination a boost if it is properly marketed.
Ko Samui hotels need to be warned. The White Lotus effect did not last long. By 2024 the booking levels at Taormina were back to what they used to be before White Lotus.
This fall could be due to many different reasons. The world is in a difficult place, as everyone knows. But the data shows that even though Hoteliers enjoyed a White Lotus boom they made the same mistakes as many others who were caught up in an unexpected surge in demand. Hoteliers who raised prices to unacceptably high levels harmed their destination’s popularity by doing so.
The average hotel room rate in Sicily was US$281 before White Lotus began airing. The average room rate soared from US$281 to US$468, and then crashed to US$86 the year after White Lotus aired. This has risen to levels seen before the White Lotus. This could be due to early visitors and TV stars wanting the 5-star experience and choosing more expensive properties, or the Hotel’s have increased their rates.
It’s also important to remember that the destination is probably very busy. Statistics suggest that it was 3000% busier than usual. If the hotel had not increased its staffing to cope with the situation, visitors would not have enjoyed the same experience as they do normally.
Managing Peaks and Troughs in Demand
The management of these peaks and valleys in demand is one of the most difficult aspects of hospitality. Our industry is always faced with the dilemma of managing well-trained staff who are stretched to their breaking point or doing nothing at all.
The key to successfully managing this has been technology. While hospitality will always be a service that relies heavily on people, many hospitality companies are implementing technology to ensure their teams can weather the storms of success.
The use of technology could help hotels cope with these huge swings in the demand by changing the way phones are used. Phones, once a valuable tool in sales, have often turned into a barrier that frustrates customers.
The phone can be used as a tool to sell and provide customer service. Many customers prefer the phone to the ticking clock and have money available to spend.
AI-powered reservation agents work in the travel industry today and are a great complement to human agents. They can speak in multiple languages, and they are so human looking that some guests have requested to meet them when checking in.
Importantly, AI technology does not replace agents. Human agents receive only the most profitable calls. The risk of marketing a phone number which we might not answer is no longer present.
Overtourism: What travelers can do to improve the situation
In the last few years, many of the top tourist destinations in the world have taken active measures to prevent tourists. Tourism can be a powerful tool to share ideas and wealth around the globe. In its worst form, tourism can create resentment among locals and promote destructive development which forces them to leave their homes. Travel is often motivated by the desire to discover something new. It is possible that too many people will visit the same location at the same time because of a TV series or a film that portrays a wonderful place.
Travellers should always do these things.
- You shouldn’t think that the destination is going to need your money. In a healthy destination, you may not know that there are many different types of industries. In peak season, many destinations are at breaking point. Asking your hosts to do too much is like asking the family cook on Christmas Day for lamb chops. It’s not worth it. You should never do it.
- Travel to destinations that are not as popular with tourists to avoid the tourist traps. Try Seville over Barcelona, Block Island Rhode Island instead of Martha’s Vineyard and the Vumba Mountains in place of Victoria Falls. You’ll find the best destinations in the world that you don’t see on social media.
- Travel during the off-season. The spring and autumn have always been the most beautiful seasons. First tourists in the world were probably well-off British gentlemen on a Grand Tour of Europe. Robert Browning wrote “Oh, to be in England in April” while touring Italy’s stunning scenery in 1845. After living in the UK for some time, I’d say that being in England in April is more beautiful than Italy. Just pack a jersey… and an umbrella. If you do not have children, avoid travelling during school holidays.
- Do not assume that you will receive the same food. You can’t just assume that the services are the same. Uber is unlikely to work, your phone may rip you off, and you won’t receive the same services as at home. It’s the reason you travel. Enjoy it and don’t complain.
- Please remember that you are an invited 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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HotelPlanner, the leading travel technology provider, is a company that combines proprietary artificial-intelligence agents (HotelPlanner.ai), a 24/7 global gig network for reservations and customer services and a proprietary artificial-intelligence agent. Hotel planner’s software is used to provide accommodation for thousands of events, including weddings, sports and business meetings.
