Set-Jetting: The Travel Trend Turning Screen Dreams into Real Journeys

Can a TV show influence where people spend their next vacation? Increasingly, the answer appears to be yes.

From luxury resorts and historic cities to breathtaking natural landscapes, destinations featured on screen are inspiring travelers to explore them in real life. This growing phenomenon is known as set-jetting.

What Is Set-Jetting?

It refers to traveling to destinations that have been featured in movies, television series, streaming shows, or other forms of entertainment. Rather than choosing a destination based solely on traditional attractions, travelers are increasingly inspired by the stories, characters, and settings they encounter on screen.

The trend has gained momentum in recent years as streaming platforms have expanded the global reach of popular content. A successful show can transform an unknown destination into a must-visit hotspot almost overnight.

Examples of set-jetting include:

• Visiting Paris after watching Emily in Paris

• Booking a luxury resort stay inspired by The White Lotus

• Exploring filming locations from Game of Thrones in Northern Ireland and Croatia

• Traveling to New Zealand to experience the landscapes made famous by The Lord of the Rings

Is Set-Jetting a Hospitality Trend in 2026?

According to Expedia's Unpack '26 travel trends report:

• 53% of travelers report growing interest in screen-inspired travel.

• 81% of Gen Z and Millennial travelers say movies and TV shows influence where they travel.

These numbers highlight a fundamental shift in how travelers discover destinations. Instead of relying solely on travel guides or advertisements, many travelers are now finding inspiration through streaming platforms and entertainment content. As younger generations continue to prioritize experiences and social sharing, the influence of film and television on travel decisions is expected to grow even stronger.

What Opportunities Does Set-Jetting Create for Hotels?

For hotels and hospitality brands, set-jetting presents exciting opportunities to attract new guests and create memorable experiences.

First, destinations featured in popular productions often experience increased visibility and demand. Hotels located near filming locations can benefit from heightened interest and increased bookings.

Second, hotels can develop themed packages and curated experiences that help guests connect with the stories they love. This may include guided tours, filming-location itineraries, themed dining experiences, or partnerships with local attractions.

Third, set-jetting travelers are often highly engaged and eager to share their experiences on social media. This creates valuable user-generated content and organic marketing opportunities for hotels.

Finally, by aligning with pop-culture trends, hotels can strengthen their appeal among younger travelers who increasingly discover destinations through entertainment rather than traditional travel channels.

Looking Ahead

As entertainment and travel become more interconnected, set-jetting is transforming the way people choose where to go next. For travelers, it offers a chance to bring beloved stories to life. For hotels, it represents a powerful opportunity to create experiences that resonate emotionally and inspire unforgettable journeys.

The next blockbuster vacation destination may first be discovered on a screen.