Set-jetting

Set-jetting refers to travel whose itinerary is fully or partly determined by filming locations of culturally impactful series and films. The Expedia Set-Jetting Report 2024 documents that 39 percent of surveyed travellers chose their destination after watching a recent audiovisual title, against 25 percent two years earlier. Most cited examples include Sicily after The White Lotus season 2, Scotland after Outlander and northern Italy after Succession. Hospitality Net 2026 highlights that filmed properties post booking uplifts ranging from 30 to 80 percent within the twelve months following release. The term entered common travel media usage from 2022. A little-known fact: several palaces now sign limited-exclusivity contracts with studios in order to preserve a unique editorial visibility window before opening the location to competing productions (Expedia Set-Jetting Report, 2024).

Hospitality context
Demand lever +30-80% in the 12 months after release of a high-impact series/film, field of limited-exclusivity contracts with studios.