Insight of the Day: The rise of ‘set-jetting’ – Millennials and Gen Z spend over £13,592 to visit iconic TV and film destinations
- InsightTrendsWorld
- Mar 9
- 6 min read
Why the Topic is Trending:
The rise of "set-jetting" is becoming a popular trend, especially among Millennials and Gen Z, as they seek to visit iconic destinations seen in TV shows and movies. With many people willing to spend significant amounts of money on these trips, the topic is gaining attention for its intersection of travel, pop culture, and the desire for unique experiences.
Overview:
Set-jetting refers to traveling to locations featured in popular television series and films. Millennials and Gen Z are particularly drawn to this trend, with some spending an average of £13,592 to visit these iconic destinations. The appeal is largely driven by popular TV shows and films, including The White Lotus, Emily in Paris, Game of Thrones, and The Lord of the Rings. The phenomenon is not limited to merely visiting locations but extends to fully immersing oneself in the experiences these places offer.
Detailed Findings:
Popular TV shows like The White Lotus, Emily in Paris, and And Just Like That have influenced fans to visit locations like Koh Samui (Thailand), Paris, and New York City.
On average, set-jetters spend up to £13,592, with the costs including accommodation, flights, car hire, and insurance.
For example, staying at Hotel Plaza Athénée in Paris costs £2,384 per night, and a stay at the Four Seasons Resort in Koh Samui costs £1,715 per night.
Searches for travel to locations like Koh Samui have risen by 88% following the popularity of The White Lotus.
Set-jetting is a big financial commitment, and people tend to book extensive trips, factoring in food, activities, and travel insurance.
Destinations like the Hobbiton set in New Zealand, Dubrovnik (Game of Thrones), and Florence (From Scratch) have become hotspots for fans of the series.
Key Takeaway:
The set-jetting trend highlights how deeply TV shows and films influence consumer behavior, with Millennials and Gen Z eager to experience the locations they've seen on screen. This trend shows a shift in how these generations value experiences over material possessions, with some willing to make a significant financial commitment to immerse themselves in the worlds of their favorite shows and films.
Main Trend:
The main trend is set-jetting, where fans of popular media destinations travel to iconic filming locations. This trend is closely tied to the increasing desire for immersive experiences and the willingness of younger generations to spend significant sums to make these experiences a reality.
Description of the Trend (Set-Jetting):
Set-jetting is when fans of films and TV shows visit locations where iconic scenes were filmed. It is a travel trend fueled by a desire to connect with popular culture and immerse oneself in the worlds created by the media. The trend is particularly prominent among Millennials and Gen Z, who prioritize experiences over material goods.
Consumer Motivation:
FOMO (Fear of Missing Out): Many consumers want to be part of the cultural phenomena surrounding popular shows and films.
Escapism: Set-jetting allows people to experience the magic of their favorite fictional worlds and escape from reality.
Nostalgia and Emotional Connection: Fans feel a deep emotional connection to the shows they watch, making visiting these locations a personal and meaningful experience.
Social Media Influence: The desire to share unique experiences on social media is a significant motivator.
What is Driving the Trend:
The rise of streaming platforms has made popular shows more accessible, increasing their influence.
Younger generations, particularly Millennials and Gen Z, value experiences more than material goods, making them more likely to invest in set-jetting.
Social media and influencer culture amplify the appeal, as people want to replicate the experiences of others.
The immersive nature of popular shows (such as The White Lotus or Emily in Paris) makes these destinations even more desirable.
Motivation Beyond the Trend:
Beyond the immediate appeal of set-jetting, there is a deeper trend of wanting to experience the world in a more personalized and meaningful way. Consumers are increasingly seeking out experiences that allow them to form emotional connections with places, particularly those tied to their favorite media.
Description of Consumers:
Age: Primarily Millennials and Gen Z, who are tech-savvy and heavily influenced by pop culture.
Gender: Likely split across genders, with a focus on those who actively engage with TV and film content.
Income: These consumers are typically in the middle to upper-middle income brackets, with disposable income to invest in travel and experiences.
Lifestyle: Their lifestyle is marked by a focus on social media, cultural engagement, and a strong preference for experiences over material goods. They are adventure-seekers, valuing unique and authentic experiences.
Conclusions:
Set-jetting is more than just a travel trend — it's a cultural phenomenon that reflects broader shifts in how Millennials and Gen Z spend their money. These generations prioritize emotional connections, experiences, and social media-friendly moments, which makes set-jetting an ideal way for them to engage with their favorite shows and films.
Implications for Brands:
Travel brands can tap into the set-jetting trend by offering themed packages or experiences that allow fans to immerse themselves in popular TV and film destinations.
Hotels, restaurants, and activity providers in set-jetting locations should market themselves as part of the "experience," creating exclusive offers for fans of the shows.
Implications for Society:
Set-jetting contributes to a deeper connection between pop culture and tourism, promoting both cultural exchange and economic activity in filming locations. However, it can also increase pressure on local infrastructure, especially in smaller, more remote locations.
Implications for Consumers:
Consumers benefit from the ability to turn their love for TV and film into real-world experiences. However, this can lead to overspending and the potential for financial strain if not planned carefully. The trend also encourages deeper engagement with media and the creation of more personal memories tied to favorite shows.
Implication for Future:
As more TV shows and films become global phenomena, set-jetting will continue to grow, driven by the ongoing desire to experience beloved fictional worlds. Travel companies and tourism boards will increasingly cater to this audience, offering bespoke experiences.
Consumer Trend (Set-Jetting):
Set-jetting is a trend where fans travel to filming locations featured in popular TV shows and films. This trend is particularly pronounced among Millennials and Gen Z, who prioritize experiences and social media engagement. It reflects the growing desire to immerse oneself in the worlds of favorite shows and films.
Consumer Sub Trend (Immersive Travel Experiences):
The sub-trend of immersive travel experiences focuses on individuals seeking to physically engage with the settings of their favorite media. This goes beyond traditional sightseeing, aiming for deeper, more personalized connections with the places seen on screen.
Big Social Trend (Experience Economy):
The broader social trend is the rise of the "experience economy," where consumers prefer to spend money on experiences rather than material goods. Set-jetting is a direct reflection of this, as it combines travel with the desire for emotional and cultural enrichment.
Worldwide Social Trend (Travel as Pop Culture Exploration):
Globally, set-jetting is part of the larger trend of using travel as a way to explore and connect with pop culture. As TV shows and films gain international audiences, the desire to visit filming locations becomes a universal phenomenon.
Social Drive (FOMO and Social Media Influence):
The desire to participate in cultural moments seen on social media and avoid missing out on experiences is a major driver of set-jetting. Social media amplifies this desire, as people post about their travels and experiences in iconic locations, fueling others' curiosity and desire to follow suit.
Learnings for Brands to Use in 2025:
Brands can take advantage of the set-jetting trend by partnering with TV shows and films to create branded travel experiences. The key is offering a personalized and immersive experience that resonates with fans' emotional connections to the media.
Strategy Recommendations for Brands to Follow in 2025:
Offer exclusive travel packages and guided tours to set-jetting locations.
Collaborate with film and TV production companies to create tailored travel experiences.
Leverage social media platforms to promote these unique experiences, showcasing user-generated content.
Final Sentence (Key Concept): The core trend is set-jetting, where Millennials and Gen Z spend significant amounts to visit iconic filming locations from their favorite TV shows and films, seeking immersive experiences and emotional connections with the places they’ve seen on screen.
Final Note:
Core Trend: Set-Jetting — Traveling to filming locations featured in popular TV shows and films, driven by the desire for immersive, social media-worthy experiences.
Core Strategy: Immersive Travel Experiences — Offering tailored, exclusive travel experiences that allow fans to connect with the fictional worlds of their favorite shows and films.
Core Industry Trend: Experience Economy — Consumers increasingly prioritize experiences over material goods, with set-jetting reflecting this larger cultural shift.
Core Consumer Motivation: FOMO and Emotional Engagement — Consumers are motivated by a desire to connect with the media they love and share these experiences with others on social media.
Final Conclusion: Set-jetting is a cultural phenomenon where consumers use travel to experience the worlds of their favorite TV shows and films. It taps into the broader experience economy trend, showing that Millennials and Gen Z value experiences over material goods, with a growing emphasis on social media and personal engagement.
Core Trend Detailed: Set-jetting is a powerful travel trend where fans invest significant money to visit iconic locations from their favorite TV shows and films, driven by the desire for deeper emotional connections with the media and immersive experiences.
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