It’s no secret that screen time influences travel time. “Game of Thrones” boosted bookings in Croatia. “Succession” gave Lake Como a high-net-worth glow-up. And “Emily in Paris” sent people packing their bags to Montmartre.

But most of these travel booms happen after a show airs. Four Seasons took a different approach: they built a campaign before Season 3 of HBO’s The White Lotus hit the screen—and reaped the benefits in advance.

This week, Case Studied explores how Four Seasons capitalized on the cultural hype around The White Lotus and turned fandom into real bookings.

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The Brief:

Four Seasons is one of the world’s most recognizable luxury hotel brands. Since its founding in 1960, it’s expanded to 126 properties across 47 countries, serving a clientele that’s less “budget travel” and more “private jet” (which is an actual section on their website). 

But in a post-pandemic world where luxury hospitality leaders report “insatiable demand from consumers,” standing out in the industry takes more than a legacy brand name and five-star ratings. 

That’s where HBO came in. The White Lotus—aka the Emmy-winning anthology series known for its opulent resort settings and black comedy—had already filmed its first two seasons at Four Seasons properties in Maui and Sicily. With Season 3 headed to Thailand, Four Seasons saw a chance to turn passive product placement into a preemptive brand moment.

The Execution:

Four Seasons partnered directly with Warner Bros. Discovery’s internal creative agency to launch a global, integrated campaign that brought The White Lotus Season 3 to life before the first episode ever aired.

Their hotels and resorts around the world put on bespoke programming celebrating Thailand, the upcoming season of The White Lotus, and gave nods to previous seasons. Activations included:

👙The Poolside Escape: A private wellness cabana that featured Thai-inspired designs, like verdant plants, tropical fruits, custom cocktails (called “The Lotus”), and island-style bites. This was offered in Koh Samui, Maui, Chiang Mai, Anguilla, Fort Lauderdale, Palm Beach, Miami, Hong Kong, Napa Valley, Jimbaran Bay in Bali, and Tented Camp Golden Triangle in Thailand. 

🛎️The Wellness Retreat: A property transformation in Mallorca and Westlake Village that mirror the wellness retreats from the series. Offerings included spa and wellness treatments, custom cocktails, immersive photo moments, thematic giveaways, a Thailand-inspired party featuring a celebrity DJ, and exclusive sneak peek screenings of season 3 episodes. 

✈️ The Private Jet: Remember that private jet on Four Seasons’s website? They used it to craft a 20-day, White Lotus excursion that stops at all the resorts featured in the show, plus additional stops in the Maldives, Marrakech, Nevis, and Mexico City. There’s capacity for 48 guests and the price starts “from $188,000 USD”, with the trip scheduled for May 7-26, 2026. 

In addition to these activations, Four Seasons also hosted screening events for the show’s season premiere at properties including Bangkok, Koh Samui, Prague, Napa Valley, and Singapore. 

On the partnership with HBO, Four Seasons Executive Vice President and Chief Commercial Officer Marc Speichert said, “Formalizing our partnership with HBO and Max marks an exciting milestone in our journey together, embracing a cultural phenomenon that blends exceptional storytelling with the universal love of travel.

For many Four Seasons guests, especially our pop culture enthusiasts and travel trendsetters, The White Lotus serves as the perfect travel inspiration. After showcasing the beauty of Maui and then our breathtaking Taormina property, we're excited to celebrate Koh Samui in the third season of this beloved show."

The Results:

It’s safe to say that part of the Four Seasons’ ROI comes from their role as set hosts for The White Lotus, some comes from their marketing promo of season 3, and most of it is a mix of both.

After the show’s season three teaser dropped revealing the location, Hotels.com recorded a 40% spike in searches for their $1,700-per-night Koh Samui resort. A similar tourism frenzy was sparked in Sicily ahead of the second season—a phenomenon that’s been called “The White Lotus effect” or, more broadly, “set jetting.”

Four Seasons’s early activations ahead of season 3 earned the brand media coverage from outlets like The Wall Street Journal, Hollywood Reporter, and BBC Travel. And while they haven’t revealed how much the HBO series has boosted room rates or overall bookings, it did say that their webpage for the Sicily property increased 193% after season two, with the Maui hotel doing even better—it nearly tripled the amount of web visits. 

Customer inquiries about available hotel rooms saw triple digit percentage increases. Plus, occupancy rates in the more expensive, multi-bedroom suites that were featured in the show are up 7 percentage points, indicating that people are willing to pay a premium to experience stays that mirror what’s depicted on the show.

Key Takeaways:

1) Build The Hype Train Early

By the time season 3 came around, there was plenty of data to back up “the White Lotus effect.” Four Seasons acted accordingly and meticulously crafted pre-premiere activations, making their brand part of The White Lotus conversation before others had a chance to get ahead of them. 

If a cultural moment fits your brand, get ahead of it as opposed to playing catch up like the rest of the world. Explore activation and promotion opportunities so that you’re part of the initial build, not just the afterglow.

2) Use Pop Culture to Reframe Your Product

It’s easy for a luxury hotel to rest on its laurels. Rather than doing that, Four Seasons leaned in and let itself become a character in a show (even though it sometimes involves murder). 

Look at your offerings through the lens of pop culture. Is there a show, trend, or fandom that can contextualize what you sell in a new way? It doesn’t have to become a brand pillar but if there’s an opportunity to lean in, it could be worthwhile. Just remember that authenticity is key, consumers see through inorganic brand moments that try and capitalize on pop cultural in a way that doesn’t fit.

3) Ladder Up to Your Brand’s Highest-Value Products

Sure, you could book a themed dinner. But you could also book a $190,000 jet tour. Four Seasons used this campaign to showcase what they offer, from spa packages to their most expensive product.

Consider the ways you can give customers an entry point and an upsell. It doesn’t have to be with the same exact promotion but try putting both under the same umbrella and pay close attention to the results.

🏝 Make it cinematic: Want your next campaign to feel more like a plotline than a product push? Vendry can help you find an agency partner that gets the assignment. Matching is fast, free, and zero-pressure. Get started.