The White Lotus Effect: Continued Boost for Thai Luxury Hotels

Thailand's luxury hotels are still experiencing a surge in interest from HBO's The White Lotus. 

Minor International revealed a 104% year-over-year increase in website traffic for the three Anantara properties that served as filming locations: Anantara Lawana Koh Samui Resort, Anantara Bophut Koh Samui Resort, and Anantara Mai Khao Phuket Villas.

This rise in online engagement directly translated into a 41% year-over-year increase in direct online bookings in February.

Spikes in booking conversion were observed immediately following the premiere of the first two episodes, with room night bookings growing by 53% and 180%, respectively.

“While it’s difficult to isolate exact revenue impact, we’ve seen a clear boost in brand engagement, driving a 30-40% increase in ADR [average daily rate] at the featured properties as travelers seek out the stunning locations from the show,” Dillip Rajakarier, Group CEO of Minor International, told Skift.

"We haven’t directly promoted the series, but we’ve tapped into the buzz through targeted digital campaigns which have helped to drive bookings, particularly around key episode release dates," he said.

Similarly, Mandarin Oriental in Bangkok has experienced a noticeable uptick in interest. 

The company said it had “seen an increase in website visits and bookings for the second quarter compared to the same period last year, which is typically a quieter time in Bangkok.”

While Mandarin Oriental is cautious about directly attributing all of this growth to the show, it anticipates further increases following the airing of upcoming, relevant episodes.

The brand is launching a "Lotus Unfolds" experience designed to immerse guests in the show's atmosphere. The package includes series-inspired amenities and cultural excursions. It illustrates how hotel brands are strategically leveraging the show's popularity.

A Gain for All of Thailand

The White Lotus has generated a ripple effect, extending beyond the featured properties to benefit Thailand's broader hospitality sector. 

Beyond the featured properties, Minor Hotels reported nearly 40% growth in web traffic across all its Thai luxury properties, with increased interest from key markets, including the U.S., UK, India, Germany, and France.

Both InterContinental Phuket Resort and Trisara Resort Phuket have also witnessed a surge in interest, demonstrating the series' ability to elevate the country as a whole. 

Anahat Arora, director of sales and marketing at InterContinental Phuket Resort, said: "Since the announcement back in June 2024 that Thailand would play host to the series’ next adventure, we have seen an 18% increase in inquiries and bookings from the U.S. market." 

This highlights the immediate impact of the location announcement alone, signaling a growing desire among travelers to experience Thailand.

“Following the announcement of The White Lotus Season 3, we have seen a 25% increase in direct bookings from the U.S. compared to the same period last year," said Panjama Leamsuwan, vice president of sales and marketing at Montara Hospitality Group, which operates Trisara.

"Additionally, there is a growing demand for personalized, experience-driven stays, with guests requesting curated itineraries that include exclusive dining experiences and immersive cultural activities, much like those shown in the series.”

This substantial rise in direct bookings showcases the series' ability to translate into tangible business results for luxury resorts. 

Both resorts' experiences underscore how The White Lotus is both marketing individual properties and repositioning Thailand as a premier luxury destination.

Advice to Marketers

To sustain momentum and leverage this increased demand, Jacqueline Bourke, senior director of creative for EMEA at Getty Images, warned that hotels must shift from solely showcasing luxury to delivering authentic experiences. 

“According to Getty Images’ VisualGPS research, the most popular visuals of Thailand used by UK travel businesses show young women on a boat or working," Bourke said. "This leans into the stereotype of Thailand being a popular destination among digital nomads or tourists on a gap year, and not necessarily as a luxury destination." 

“To diversify representation in their visual marketing, travel companies should consider including people of different ages, ethnicities, body types, and abilities, to tap into a much wider consumer base – including those drawn to Thailand because of White Lotus.”