“Set-jetting has become a travel trend”

How films and series influence travel planning today

We’ve all been there: you’re sitting comfortably on the sofa, immersed in a series or film – and suddenly you’re overcome with an irrepressible wanderlust. Whether it’s the picturesque streets of Paris, the gleaming gold skyscrapers of Dubai or the mystical landscapes of New Zealand: films and series have an enormous power to awaken our desire to travel. This phenomenon has its own name – set-jetting.

Based on the term jet-setting, set-jetting describes the motivation of travellers to visit locations where series or films were shot. Whether captivating TV or Netflix series, Hollywood blockbusters or independent films – they can all serve as travel inspiration and thus influence travel planning. Expedia used the term set-jetting as early as 2023 and has observed this steadily growing trend. Recent studies show that films and series continue to inspire holidaymakers when choosing their travel destinations.

Expedia’s Unpack’25 study shows continuing set-jetting trend

Expedia’s Unpack’25 travel trend report, produced in collaboration with Hotels.com and Vrbo, provides data-driven predictions on emerging destinations and new ways of travelling. To identify current trends in the industry, Expedia, Hotels.com and Vrbo combined internal travel data with the results of global surveys. In addition to “JOMO travel” and “Goods Getaways”, set-jetting has also made it back into the list of key travel trends in the Unpack’25 study.

According to Unpack’25, two-thirds of respondents say that films, streaming services and TV series have influenced their choice of travel destinations, which is 16% more than last year. In addition to hit series such as “Emily in Paris” and “The White Lotus”, other destinations have also made it into the set-jetting hits, according to the current study. These include:

  • Dubai, inspired by The Real Housewives of Dubai
  • Montana and Wyoming, inspired by Yellowstone
  • New York City, inspired by And Just Like That…
  • Cape Town, inspired by One Piece
  • Scotland, inspired by The Traitors

“The Real Housewives of Dubai”, the latest trendsetter in travel destinations, has prevailed over “Emily in Paris” this year, although the latter series still has a strong influence. However, according to global data from Expedia, interest in Dubai rose by more than 30% within a year of the series The Real Housewives of Dubai being broadcast.* In addition to the set-jetting destinations themselves, more and more travellers are interested in guided tours that visit the locations where the series and films were shot. The United Kingdom is one of the leaders in this field, with hundreds of tours based on Bridgerton, Harry Potter, Game of Thrones and Outlander.**

* Based on Expedia travel data from 1 June to 1 September 2023 compared to 1 June to 1 September 2022.

** Based on Expedia data on activities from 1 January to 1 August 2024.

 La vie est belle – Emily in Paris

Since 2020, the Netflix series “Emily in Paris” has been thrilling audiences worldwide. The main character, Emily – an American from Chicago played by Lily Collins – lands a job in Paris at her marketing firm. In addition to culture shock and language barriers, she also meets new friends and love, and masters professional and personal challenges in her own charming way. On the one hand, it is undeniably entertaining and witty, but on the other hand, it also contains many clichés: the series divides viewers and, not least, the Parisian population. Since the broadcast of the four seasons to date, Paris has become a place of longing for many fans of the series, who want to include it in their holiday plans or already have. Many fans are drawn to Paris to visit the same Instagram-worthy spots as in the series. Cafés, bistros and small boutiques that were previously little known are suddenly experiencing a rush of visitors. Of course, the house where Emily lives and the places she regularly visits in the series have become particular attractions – sometimes, unfortunately, to the chagrin of local residents, who face the daily onslaught of set-jetters.

Nevertheless, Paris is very popular with holidaymakers and many residents are delighted by the interest in their city. French President Emmanuel Macron also knows how important location marketing with films and series is, and he wants to bring the series back to Paris because in the fourth season of the series (broadcasted in 2024), Emily Cooper, played by Lily Collins, moved from Paris to Rome for work and love. It remains to be seen whether Rome will also benefit a little from the set-jetting travel trend in the future.

Luxury in the desert state – The Real Housewives of Dubai

Another example is provided by the reality show “The Real Housewives of Dubai”. This programme is not about historical backdrops or romantic street cafés, but about staging luxury and glamour and accompanying wealthy housewives from Dubai in their luxurious everyday lives. The series conveys an image of Dubai as a playground for the super-rich – with fine restaurants, private yachts and exclusive clubs. Dubai is portrayed as a hyper-modern city embedded in traditional Arab culture – a tension that attracts travellers. Viewers who are inspired book expensive hotels, shopping tours or desert safaris, thereby boosting luxury tourism. Ultimately, the format makes Dubai even more visible as a destination globally.

Why do films and series influence our travel decisions?

Moving images in the form of series and films have always had a multifaceted effect on people. The decision of where we want to travel is also currently strongly influenced by these formats, as the Unpack’25 study has once again clearly shown. Key factors for this are:

  1. Visual seduction: Landscapes appear larger, more beautiful and more flawless on screen than in travel brochures.
  2. Emotional connection: People who identify with characters want to experience their world in real life.
  3. Storytelling: Places are imbued with stories – people don’t just want to see Paris, they want to see Emily’s Paris.
  4. Authenticity: While traditional advertising often seems artificial, scenes from series feel more ‘real’.

 Outlook

It is likely that the trend of set-jetting will continue to grow; it is more than just a short-lived phenomenon. Films and series have a lasting impact on how we perceive and choose travel destinations. Whether it’s romantic Paris with Emily, luxurious Dubai with the Housewives, adventurous New Zealand with Frodo or opulent Regency-era England with the Bridgertons – we are all susceptible to the magic of moving images, and tours to famous sets are now a business model in their own right.

For travellers, it’s worth taking a look behind the scenes: the stories may be fictional, but the locations are real – and they often tell much more than the series and films themselves. Those who take this into account can not only follow in the footsteps of their favourite characters, but also enjoy genuine encounters and authentic experiences.

Ultimately, set-jetting shows one thing above all else: our longing for stories is inextricably linked to our longing for places.

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