🌴 The White Lotus Effect

As I sat down to watch the Season 3 finale of The White Lotus, I couldn’t help but think — since when did having a murder mystery filmed at your hotel make that hotel more desirable?

And yet, that’s exactly what happened.

We started describing it as “The White Lotus Effect” after Season 1, when the Four Seasons Resort in Maui began seeing a noticeable increase in search volume and bookings.

In Season 2, the effect became even more pronounced. Tourism in Sicily surged and the Campari Group even reported a rise in Aperol Spritz sales, attributing the lift to the recurring scenes where characters sipped the drink. At that point, it was clear that this show had became a pillar of culture that influenced consumers.

By Season 3, everyone expected the “White Lotus Effect.” This time, the show takes place in Thailand and the Four Seasons has evolved its partnership approach.

This year, Four Seasons is offering White Lotus–themed experiences around the world: pop-up bars, curated menus, and even a 20-day “World of Wellness” private jet journey to all three filming locations. They’ve developed an experiential White Lotus-themed campaign at their locations around the world, blending narrative, hospitality, and commerce.

The White Lotus has helped the Four Seasons shift from hotel chain to something closer to a luxury theme park — an immersive universe that guests now want to step into. They’ve become part of the show’s mythology. They’ve become part of culture.

And that’s the elusive goal for so many brands: cultural relevance.

I doubt Four Seasons anticipated just how big Season 1 would be. But by Season 2, they were seeing the signs. And by Season 3, they committed and are now capitalizing on a cultural moment.

As we look ahead to Season 4, the opportunity continues to grow. Why shouldn’t Four Seasons develop original content around this universe? As long as The White Lotus continues to resonate, they have a unique position as a global brand tethered to a globally desirable cultural narrative.

The story continues. And the guests will keep pouring in.