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.
Why this matters for property managers
When a destination surges into view through a film or series, nearby properties can see demand spike far above normal patterns, rewarding operators who reprice and market to the moment. The catch is that the interest can fade as quickly as it arrived, so leaning too hard on it for long-term projections is risky. Treating these waves as a short-term revenue opportunity, not a lasting trend, is the balanced read.
Frequently Asked Questions
How can vacation rental hosts capitalize on set-jetting?
What is set-jetting and how big is the trend?
Which TV shows and movies have driven the most set-jetting tourism?
How do I know if my vacation rental market is affected by set-jetting?
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