Set-Jetting
Set-jetting is a travel trend where travelers choose vacation destinations based on locations featured in popular movies, TV shows, and streaming content. Shows like The White Lotus, Emily in Paris, and Succession have driven significant tourism spikes to their filming locations. The set-jetting market is projected to reach $8 billion in the US alone. For vacation rental operators, properties near filming locations or that capture the aesthetic of popular shows can command premium rates and attract highly motivated guests. Listing descriptions and marketing that reference nearby filming locations can significantly boost visibility and bookings.
Frequently Asked Questions
How can vacation rental hosts capitalize on set-jetting?
Mention nearby filming locations in your listing description and title, create guidebook recommendations for set-jetting tours, style your property to match the aesthetic of popular shows, and time your marketing around new season releases of relevant shows.
What is set-jetting and how big is the trend?
Set-jetting is a travel trend where tourists choose vacation destinations based on locations featured in popular movies, TV shows, and streaming content. Shows like The White Lotus, Emily in Paris, and Succession have driven significant tourism spikes to their filming locations. The set-jetting market is projected to reach $8 billion in the US alone. Industry data shows that over 60% of travelers have been inspired to visit a destination after seeing it in media content.
Which TV shows and movies have driven the most set-jetting tourism?
Notable set-jetting drivers include The White Lotus (boosting tourism to Sicily and Thailand), Succession (New York and European luxury destinations), Emily in Paris (Paris neighborhoods), Outlander (Scottish Highlands), Game of Thrones (Croatia, Iceland, Northern Ireland), Ted Lasso (London), and Yellowstone (Montana ranches). Streaming platforms have amplified this trend by making shows accessible globally and simultaneously, creating instant worldwide demand for specific destinations.
How do I know if my vacation rental market is affected by set-jetting?
Monitor Google Trends for search spikes related to your destination around major show or movie releases. Track booking inquiries that mention specific shows or filming locations. Check social media for tagged posts connecting your area to media content. Review AirDNA or similar market data for unusual demand increases that correlate with content release dates. If your property is near a filming location, mention it in your listing description and title -- this can significantly boost visibility in search results when travelers search for accommodations near those locations.
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