Social media talks about travel in Thailand rose by 60%on February 16 after the premiere of the third season of “The White Lotus”.

The data measure social media within the three days before and after the show is broadcast.

The Emmy winner HBO series is anticipated to be within the Thai island of Koh Samui, the recent attitude of the show, within the Thai island of Koh Samui, as was one or two one or two within the season considered one of Maui, Hawaii and Sicilien, Italy, Italy.

The ability of the show to awaken tourism interests to its locations is so influential that it’s known as the “White Lotus effect”.

“The White Lotus” was mentioned almost 1,385,000 times from almost 500,000 unique authors from 16 to 26 February on social media. Most of the conversations got here from Thailand (86.016), followed by the United States (45,728) and Brazil (18,613), the corporate CNBC Travel announced.

The conversations brought greater than 8.4 million engagements – mainly from likes, comments and stocks -, 85% of which were positive, it said. For the contributions that Thailand expressly mentioned, the mood in response to Sprout Social rose to 99%.

This is vital since the reach of those contributions is so large, said Rachana Gouleet, the director of the corporate's social media.

“There were more than 775 million cases in which talks, which both” The White Lotus “and Thailand mentioned, appeared in the feeds of the users,” said Gouleet. “For the context, the US population is just over 340 million. With more than 2x This number, 775 million potential impressions not only indicate a strong trend on social media, this indicates a broader cultural moment.”

The data is predicated on social media talks in X, YouTube, Reddit and Tumblr, said Sprout Social.

“People don't just talk about the show as something they should see. They speak as a reason to travel to Thailand,” said Gouleet.

In addition, this season has something that the previous didn’t have – the facility of a pop star.

The occupation includes Lalisa Manobal Allgomen generally known as Lisa from the K-Pop group Blackpink. Manobal, who has around 105 million followers on Instagram, gave her acting debut as “Mook” last season.

But not every thing has been talked about – in lots of cases the travel visits have jumped in lots of cases, months before the start of the third season.

Search interest for Four Seasons Resort Koh Samui, The Show of the Show Main turning locationAccording to Expedia in Hong Kong in January in January, 370%.

In the 2 weeks after the premiere of the third season, the seek for trips to Koh Samui in Singapore rose by 115%, within the USA by 95% and 70% in Australia, as the info from Expedia showed.

The booking can be off. Since the season premiere, Trip.com has seen growth of just about 30% in flight and hotel bookings to Koh Samui, led by Germany, Great Britain and France.

The “White Lotus Effect” also can increase interest for other parts of Thailand.

In the 2 days after the premiere of the third season, short -term rental bookings in Thailand rose in comparison with the identical period from 2024, in response to the Property Management Platform Guesty, whose software reserves, amongst other things, on Airbnb and Booking.com.

Also the annual night prices for short-term residential rents-Laut Guesty rose around 28% from February 2024.

According to Expedia, the typical each day prices in hotels rose within the two weeks earlier and 10%within the season premiere. This is first-class rates to rise in the course of the post-Pandemian travel book.

“The White Lotus” could strengthen the restaurant reservations beyond the coast of Thailand. The bookings within the Thai restaurants within the United States rose within the week after the show's premiere after the reservation service, which has Openable Openable.

Dr. Guy Llewellyn, assistant professor at EHL Hospitality Business School, said that the “White Lotus Effect” shows The power that popular culture has for travel trends, especially amongst younger travelers, use the social media for travel inspiration.

However, he said that earlier cases of screen tourism function warning stories.

“The 2000 film” The Beach “led to a large influx of tourists to Maya Bay, which was caused Heavy environmental damage“He said CNBC Travel and referred to the bay ahead of Thailand's Phi Phi Island.” While increased tourism brings economic advantages, a non -managed increase can lead to surfaces, increasing costs for locals and environmental deterioration. ”

Llewellyn said Thailand should predict these challenges and promote lesser-known goals and off-peak trips, while considering visitor permits for fragile areas.

“Ultimately, the 'White Lotus Effect' Thailand offers an opportunity to redesign its tourism narrative,” he said.

First there was Black Friday – then Cyber ​​Monday.

Now, business-hungry consumers have a reason to buy online for a day longer. “Travel Tuesday” – the primary Tuesday after the American Thanksgiving holiday – is geared toward those on the lookout for discounts on travel, not flat-screen TVs.

According to a report published by, search interest for “Travel Tuesday” increased by greater than 500% from 2021 to 2023 McKinsey & Company on Thursday.

Searches are highest amongst American and Canadian consumers, but interest can be increasing in Australia, the United Kingdom, the Netherlands and Spain, in keeping with McKinsey.

Google Trends supports this, showing that searches for “Travel Tuesday” began in November 2017, declined throughout the pandemic and rose sharply in 2022 and 2023, primarily in North America, Western Europe and Australia.

“European travel companies can expect Travel Tuesday to become a growing phenomenon in their region,” says the McKinsey report.

With the exception of Singapore, Travel Tuesday has not yet caught on in Asia, the report said, which could also be because of the regional popularity of China's “Singles' Day” – a week-long sales period that peaks on November 11 annually .

But that doesn't stop Asian firms from getting involved within the sale to achieve a world clientele.

Kristen Jennings Graff, Head of Sales and Marketing at Lower reservean eco-resort within the Riau Islands in Indonesia, said their company launched its first “Travel Tuesday” promotion in 2023.

“We had an offer where you could choose – upgrade, discount or a free flight,” she said. “It gave us good sales.”

McKinsey’s report titled “Travel Tuesday is real – and growing“showed that hotel, flight and cruise bookings by American travelers skyrocketed on “Travel Tuesday” last yr, which took place on November 28, 2023.

According to the report, flight bookings increased by greater than 60% on the day and cruise bookings increased by greater than 50% in comparison with the two-week period before and after.

Hotel bookings also increased by 28%, although they were barely exceeded by bookings made the day before, Cyber ​​Monday, in keeping with the report. Searches for “Cyber ​​Monday” are far greater than “Travel Tuesday,” but interest in the previous is declining, it was revealed.

“Travel bookings made on Travel Tuesday exceeded those made on Cyber ​​Monday,” said Ryan Mann, a partner in McKinsey’s travel, logistics and infrastructure practice and certainly one of the report’s authors.

However, Mann warns that Travel Tuesday may not do for the travel industry what Black Friday did for retail.

On each dates, consumers are on the lookout for the perfect deals, he said. “But unlike some impulse purchases consumers make on Black Friday, travel bookings may require more planning.”

Those willing to book can get discounts on airfares, cruises and travel packages. Many hotels offer 20-30% off the perfect available rates. Travelers can take a look at “Travel Tuesday” offers from 2023 to get an idea of ​​what to anticipate this yr.

With rising travel costs and inflationary pressures, finding a very good deal is a top priority for travelers.

According to McKinsey, a day put aside for travel discounts could be a win for travelers and a chance for firms to extend revenue at a time when there is often a lull in bookings. Late November/early December is usually considered too late for winter bookings and too early for summer bookings, the report said.

It is also a method to preserve a number of the end-of-year holiday spending, which has long been dominated by physical gifts.

According to non-public finance company WalletHub's 2024 Winter Travel Survey, greater than half of Americans (58%) say they like to spend their money on travel fairly than shopping.

A 2024 global Amex Trendex survey of greater than 13,000 adults earning at the very least $50,000 a yr found that about one in three respondents said they plan to supply an “experience” for a spouse or their children. For friends, the speed rose even higher: According to the survey, almost 70% said they’d fairly give the gift of an experience or trip than a cloth gift.

According to the Amex survey released in September, entertainment (59%) and travel (54%) were the preferred experiences.