‘White Lotus’ boom: Rich travelers flock to Thailand filming location

The Four Seasons Koh Samui is seeing an unprecedented surge in demand after hosting much of White Lotus Season 3, with guests clamoring to upgrade to high-end residences featured in the hit HBO series.

Luxury Bookings Soar After Premiere

“I had goosebumps watching Episode 1,” says JJ Assi, general manager of the Four Seasons Koh Samui. Just four days after the season premiere, guests were rushing to book the lavish three-bedroom residences showcased in the show.

Starting at $10,000 per night, these residences come with private butlers, infinity pools, and top-tier amenities—essentially mini-resorts within a resort.

“One guest checked out and immediately said, ‘I want a residence for my final night. I don’t care about the money. I’m staying there,’” Assi recalls.

Another long-term visitor, inspired by the show, abandoned their original room mid-stay to switch to the exact villa where Walton Goggins and Aimee Lou Wood filmed.

Impact on Revenue and Services

The White Lotus craze is translating into serious revenue spikes for the Four Seasons. Guests are upgrading from $2,000-a-night rooms to $10,000-a-night residences, fueling a boom in concierge services, spa treatments, and premium experiences like:

• $352 “Energy Four Hands” massages
• $499 “Connection with Sunrise” wellness sessions

“We’ve expanded our concierge team just to handle the influx of requests,” Assi says.

Thailand’s Tourism Surge, Driven by HBO

The White Lotus effect isn’t just boosting hotel revenue—it’s impacting Thailand’s entire luxury travel market.

• Luxury travel agency Black Tomato reports a 44% jump in Thailand sales in early 2025.
• Room rates across the country have surged by 15%.
• Tourism officials anticipate a 20% increase in annual visitors due to the HBO phenomenon.

Even properties that weren’t filming locations, like Four Seasons Bangkok and Chiang Mai, are cashing in with show-themed experiences—from signature cocktails to branded poolside escapes.

Will the ‘White Lotus’ Frenzy Get Out of Control?

With demand skyrocketing, the Four Seasons Koh Samui is struggling to balance exclusivity and hype.

“We allow non-guests to use our beach and pool for $150 per person, limited to 10 per day—but every day, all 10 spots are taken,” Assi reveals.

Now, the “White Lotus Bar” sign has become an Instagram sensation.

“I’m very scared,” he admits. “The moment we post it, the floodgates will open.”

Still, for hotels and luxury travelers alike, White Lotus has become more than a TV show—it’s now a status symbol experience.