“The White Lotus Effect”: Luxury resorts are booming

White lotus effect: film productions trigger booking boom

The HBO production “The White Lotus” features rich and beautiful people who go on vacation in the world's most luxurious hotels and have a whole host of neuroses in their luggage. Fans have been celebrating the series for years and the tourism industry is delighted with the so-called “white lotus effect”: Inspired by the fantastic, real backdrops and luxury resorts, ultra-rich trips to the places of longing for.

Whether Hawaii, Sicily or Koh Samui — after each season of “The White Lotus”, travel portals sometimes show significantly more interest. With the first season of HBO production, the Visits Four Seasons Resort Maui's homepage by over 400%, around 300% more website visitors than in the previous year checked room availability. Very few have probably booked, because although the resort offers exclusive experiences such as the “Poolside Escape” Cabana and the “White Lotus Bar,” the suites are no bargains starting at around 29,000 dollars per night.

Another precedent for the white lotus effect is the Four Seasons San Domenico Palace in Taormina, Sicily, where the second season was filmed. The hotel was booked out for six months when it reopened after filming and continues to attract guests who want to experience a taste of the white lotus lifestyle.

As part of the third season of the hit series, filmed in Thailand, Hotels.com reported a 40% increase in booking interest for Four Seasons Resort Koh Samui, one of the filming locations. But the white lotus effect is not limited to the luxury hotel itself, but also covers the entire island, which is now preparing itself against overtourism.

By the way, the effect of film productions filmed in dream locations is not entirely new: As early as the 2000s, the dreamlike Maya Bay on Koh Phi Phi Leh through the blockbuster “The Beach” World-famous with Leonardo DiCaprio. With the sad side effect that the bay remained closed for years due to mass tourism and now only receives limited numbers of visitors per day.

In order to prevent such extreme developments, which ultimately damage the sought-after holiday region and tourism in the long term, “cinematic” dream destinations are already introducing preventive measures. For example, by regulating visitor numbers or through a more sustainable infrastructure.

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Experience as a status symbol for the super-rich

However, luxurious (long-distance) trips are not accessible to the mass market simply because of their price. As a result, white lotus resorts tend to be reserved for HNWIs (high-net-worth individuals) who want tailor-made, exclusive experiences. On vacation, they're looking for unique, immersive experiences that are deeply connected to the destination. For example, in expedition cruises, exotic destinations (such as Fiji, Maldives, Thailand) and safaris, which are among the leading trends in the ultra-luxury travel segment.

As the number of super-rich people worldwide increases, fueled by the white lotus effect, demand for luxury travel is also increasing. For example, the range of rooms offered by luxury hotels worldwide has increased by more than one million over the past 40 years. HNWIs now contribute around 36% to global travel spending and almost 70% to spending in the luxury travel market.

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Luxury resorts on course for growth

In the future, industry experts expect that rising disposable income, the increasing popularity of short trips, the expansion of low-cost airlines and social media and film trends will further boost the market. Dominant market players are therefore investing massively, building luxury resorts in (in future) sought-after regions or modernizing their properties to improve aesthetics and overall comfort for wealthy guests.

The global For the reasons mentioned above, the market size for luxury hotels has already been estimated at almost 108 billion dollars for 2024. By 2029, it is expected to rise to 157 billion dollars, which represents an average annual growth of 7.90% over the forecast period (2024—2029).

This development is underpinned by massive investments: By 2033, the number of ultra-luxurious hotel rooms is expected to rise by 12% - in addition to growth of 46% already achieved in the past ten years. In 2023 alone, mergers and acquisitions amounted to 286 million dollars, reflecting investors' confidence in the luxury hotel sector.

In addition, leading high-class hotel chains such as Hyatt, Hilton, Choice Hotels, Marriott, Radisson and Wyndham are continuously expanding their international portfolios and are planning to open thousands of new rooms worldwide in the coming years. Innovation plays a central role in the strategies of market leaders. Hilton, for example, is aiming for net growth of six to seven percent in 2025 and is starting with “Hilton for Luxury” a global program for luxury travel partners that offers exclusive benefits and special offers. Hilton is also planning to open over 500 luxury hotels in strategically important locations, including extensively restored Waldorf Astoria in New York, which is due to open its doors in September 2025.

The White Lotus effect shows that luxury travel today is more than just status symbols. They offer space for personal development, cultural discovery and conscious deceleration. For investment platforms such as FINEXITY and their customers, this opens up attractive new opportunities in the area of lifestyle real estate and hospitality investments. For example, with the new investment opportunity Verde Beach São Francisco in Cape Verde, which finances the purchase of around 65,000 m² of land with direct access to the sea. As part of a structured sales process, the paradisiacal property is sold to one or more international investors - possibly to a luxury hotel chain.

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