TRENDS•
Above: The Royal Crescent, Bath; an iconic Bridgerton filming location
4 BREAKING THE HABIT increasingly used to break habits, reset behaviours and improve wellbeing. Research shows 45% of smokers have booked trips specifically to quit, while 47% attempt to cut down while travelling. Removed from routine triggers, holidays provide the space and structure needed to support change. This extends beyond smoking. Travellers are using trips to improve sleep, reduce stress and adopt healthier lifestyles. Destinations that offer nature, calm environments and structured wellness programmes are particularly well placed to benefit. Travel is now a tool for outcome- driven transformation, with holidays
5 CHASING THE BIG SCREEN intentional and itinerary-led. More than 50% of travellers say TV and film influence their travel choices, while 81% of Gen Z and Millennials actively plan trips based on what they watch. From the UK’s Bath and Hampton Court Palace, propelled by cheeky period drama, Bridgerton, to Yorkshire’s moody Set-jetting continues to dominate travel inspiration, but it’s becoming more landscapes linked to Wuthering Heights, screen tourism is driving domestic travel as much as international. Elsewhere, Croatia’s Dalmatian Coast has seen renewed interest thanks to Succession, while Los Angeles is benefitting from popular series such as Nobody Wants This. In Asia, destinations linked to global streaming hits, from South Korea to Thailand,
are also seeing strong demand. The difference now is depth. Travellers are not just visiting filming locations but recreating entire journeys, experiences and storylines. With projections valuing the trend at up to $8 billion in the US alone, entertainment has become one of travel’s most powerful marketing engines. SET-JETTING BY NUMBERS 50%+ influenced by TV and film 81% of Gen Z & Millennials plan trips based on screen content 4 in 10 British millennials have visited filming locations multiple times $8bn potential value of US set-jet market (Sources: Expedia)
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