Four Seasons Resort Koh Samui, backdrop to season 3 of The White Lotus. – Photo: Four Seasons.
With the third instalment of The White Lotus now streaming on Max, the spotlight is now shining brightly on Thailand. Like seasons before, the HBO Original series depicts a group of holidaymakers who arrive at a fictional luxury resort.
In past seasons, the series took place in Hawaii and Sicily. For the third season, series creator Mike White shifted the focus to Thailand. Beyond putting a spotlight on the Southeast Asian locale, the series is set to elevate the Kingdom to new heights.
According to Global Travel Collection (GTC) – an influential community of travel advisors serving luxury leisure, corporate, and entertainment clients worldwide – The White Lotus Season 3 will boost interest in Thailand in 2025 and beyond. And it’s a position the country is poised to capitalise on in a big way.
Thailand’s popularity as a premier travel destination remained strong in 2024, ranking no.22 in international sales with US$2 million in hotel bookings for GTC clients. The country saw peak travel in January and December, reinforcing its status as a top winter getaway.
Luxury Boost
Global Travel Collection advisors are keeping a close eye on Thailand travel trends and noting a growing interest in the destination. – Photo: GTC.
Four Seasons Hotels and Resorts properties in Thailand have experienced significant growth, with January bookings up 68% year-over-year. Thailand’s tour sector also delivered a solid performance in 2024, ranking #24 with US$1 million in sales.
As 2025 unfolds, Thailand remains a highly desirable destination, with evolving travel patterns and increasing interest in luxury accommodations. For travellers looking to experience the destination, GTC travel advisors Shawn Goldberg and Michelle Rosenbaum have one piece of advice – “plan ahead and book early.”
San Domenico Palace, Taormina featured in the second season. Photo: Four Seasons.
Since season 3 was announced, there has been a dramatic increase in interest in Thailand overall, especially in Koh Samui. “Since the tiniest hint that this season of The White Lotus was in Koh Samui, Thailand has been one of our most requested honeymoon destinations,” explains Kara Bebell and Harlan DeBell, The Travel Siblings.
“So many couples overlook Chiang Rai and it’s one of our top recommended regions, where we suggest the Anantara Golden Triangle Elephant Camp or the Four Seasons Tented Camp. It’s the perfect romantic setting, especially having the elephants to themselves in the jungle on the Golden Triangle.”
Marketable Screen Time
The cast of the series in Bangkok for The White Lotus Season 3 premiere. Photo: Max and HBO.
Victoria Zindell, owner of Luxury Ventures Travel, is also seeing increased interest among her clients since this destination has been featured in the trailers and media surrounding The White Lotus.
Among the top hotels Zindell is booking in Thailand are The Siam Hotel, Capella Bangkok, The Peninsula Bangkok, Four Seasons, Banyan Tree, Six Senses Koh Samui and Rosewood Phuket. With clients, typical spending is around US$1,000+ per person per day, Zindell shares.
Luxury resorts in Thailand are primed to reap the benefit of being featured in The White Lotus. GTC advisor, Vikram Seshadri explains that The Four Seasons Maui skyrocketed after the show aired and he anticipates the same. Seshadri sees the show as a catalyst for honeymooners and families to want to visit Thailand.
He believes it’s because the country remains a bucket list destination for many and an exotic locale that’s safe, relatively inexpensive and features incredible beaches, food and culture. “Thailand has so much diversity in nature and experiences that a two-week trip is not enough to see it all.”
Fiction To Reality
Season 1 of the series was filmed in Four Seasons Resort Maui at Wailea. Photo: Four Seasons.
One of the resorts that will assuredly capitalise on the show’s success is the Four Seasons Resort Koh Samui. The property serves as one of the backdrops in the new season.
“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,” says Marc Speichert, Executive Vice President and Chief Commercial Officer, Four Seasons.
Four Seasons is also looking to expand the branding aspect of the show beyond just being a filming locale. Its property in Westlake Village, California will transform into the world’s first immersive hotel experience inspired by the show. Beyond this the partnership between the hospitality brand and HBO will also feature on-site activations at Four Seasons properties globally.
