Destinations
Set-jetting: when the screen sells the stay
TV and film are now one of the most powerful travel triggers — and women are leading the bookings.
By Jamie Lutz · October 2026 · 4 min read
Brand-ready travel brief
- Audience
- Women travelers · Destinations
- Headline signal
- 66% — of travelers say film or TV has influenced their trips
- Prepared by
- Jamie Lutz, MBA · jamieleightravels.com
Moves for your brand
- ✦Track which shows feature your region — and act within the season.
- ✦Create a limited ‘on-screen’ package with a story.
- ✦Shoot cinematic content: golden hour, terraces, wardrobe moments.
66%
of travelers say film or TV has influenced their trips
40%
of U.S. travelers have already picked a destination from a show
+30%
more want to — two-thirds total are set-jetters
The trend
Expedia's Unpack '25 report found 66% of travelers say their trips have been influenced by places seen on screen. Barclays' 2025 survey of U.S. travelers found 40% have already chosen a destination because of a show or film, and another 30% want to.
Why it works on her
Shows like The White Lotus, Emily in Paris and Bridgerton sell a feeling — glamour, romance, escape — not just a location. Women book the fantasy, then share it, which multiplies the effect on social.
Hotels don't need a film crew
You can borrow the moment: a themed package, an aperitivo inspired by the show, a guided walk to filming locations, or a content shoot that captures the cinematic version of your property.
For brands & hotels
- ✦Track which shows feature your region — and act within the season.
- ✦Create a limited ‘on-screen’ package with a story.
- ✦Shoot cinematic content: golden hour, terraces, wardrobe moments.
- ✦Partner with creators to recreate iconic scenes.