Have you noticed more tourists flocking to your area, not just for the usual attractions, but also for… that scene in that movie? Or perhaps guests are asking about local literary connections you hadn’t even considered? If so, you might be witnessing the rise of set-jetting, and it’s a trend your business can’t afford to ignore.
What is Set-Jetting?
A nice play on the term jet-setting, set-jetting, also called screen tourism, is the exciting trend of travelling to real-world locations featured in movies, TV shows, books, music videos, and even video games.
It’s more than just a passing fad; it’s a growing segment of the tourism and hospitality market driven by passionate fans seeking more immersive experiences. And savvy businesses are already capitalising on this trend.
How to Capitalise on Set-Jetting
If you’re located close to any places forming the backdrop to a scene in a famous film or TV series, then you’re definitely onto a winner and should be taking advantage of this growing and lucrative trend. However, set-jetting isn’t a new phenomenon.
It’s not really a new trend…
Think about Loch Ness. Decades before the term ‘set-jetting’ was coined, businesses around the loch were already capitalising on the legend and the tourists it attracted. This shows the enduring power of connecting travel with storytelling.
Even if your business isn’t located near a famous filming location, you can still tap into the set-jetting trend, we’ll explain how further down the page. But the main reason you should care about set-jetting is because tapping into it will be good for business – and fun!
Set-Jetting Statistics
In a report from the British Tourist Authority (BTA), visitbritain.org revealed that 7 in 10 tourists to the UK already visited filming locations, and 9 out of 10 are keen to visit them in the future – this is a very high conversion rate and testament to the trend.
While precise figures on the overall economic impact of set-jetting are still emerging, the anecdotal evidence is overwhelming. From the surge in visitors to New Zealand after Lord of the Rings to the Game of Thrones boom in Dubrovnik, it’s clear that movies and TV shows can significantly influence travel decisions.
Set-jetting represents a significant opportunity for businesses in the travel and hospitality sector. It’s a way to:
- Attract New Customers: Tap into a dedicated market of travellers actively seeking out specific locations. This niche market can represent a significant increase in potential customers.
- Increase Bookings: Offer unique experiences and packages tailored to set-jetters, driving increased occupancy and revenue. Hotels near filming locations have reported significant increases in bookings during peak set-jetting seasons.
- Boost Brand Visibility: Generate buzz and attract media attention by positioning your business as a set-jetting-friendly destination. Imagine the free publicity from local news outlets or travel blogs!
- Enhance Your Marketing: Leverage the popularity of movies, TV shows, and books to create engaging and shareable content. Think viral social media campaigns and targeted advertising.
Tapping into Screen Tourism
Whether you’re a hotel near a popular filming location, a restaurant featured in a book, or a tourism board looking to promote your region, set-jetting can be a powerful marketing tool. It’s just started trending (again) in the last year, so this year is the perfect time to get involved and ride the trending wave.
Here are a few more ideas to get started:
- Identify Your Set-Jetting Connections: Research local film, TV, and literary connections. Use online databases and local resources to pinpoint relevant locations.
- Create Themed Experiences: Develop unique packages, tours, or events that tie into these connections. Offer “behind-the-scenes” tours, movie-themed menus, or literary-inspired stays.
- Partner with Local Businesses: Collaborate with other businesses to create comprehensive set-jetting experiences. Team up with tour operators, transportation providers, and other attractions.
- Highlight Your Set-Jetting Assets: Showcase your set-jetting offerings on your website, social media, and marketing materials. Use high-quality content, photos and videos to capture the magic of these locations.
- Create Engaging Content: Develop blog posts, articles, and social media content that highlights your set-jetting offerings and attracts potential guests. We can help with creating content, get in touch!
Region-Specific Examples:
Here we’ll use examples in our native UK:
- Yorkshire: Mention films like Brassed Off, The Full Monty or Kes, and TV shows like Last of the Summer Wine, Emerdale Farm, or All Creatures Great and Small. This would resonate with businesses in Yorkshire, and offer set-jetters an unrivalled experience in the UK’s largest and most diverse county, offering anything from coast to peaks and moorland strolls, all forming the inspiration for many novelist’s finest works.
- Cornwall: Refer to Poldark or Doc Martin.
- Scotland (other than Loch Ness): Mention Outlander, Braveheart, or Trainspotting. Also the birthplace of Alexander Selkirk, the real life Robinson Crusoe. His hometown of Lower Largo, Fife, is nothing more than a tiny village sitting on a stunning little-known stretch of coastline with only a small ageing statue evidence to the infamous castaway’s origins – connections like are perfect for set-jetter itineries.
- Wales: Cite Doctor Who (which has filmed extensively in Wales) or Twin Town.
- London: A great example of how set-jetting is facilitated and profited from. Films include Notting Hill, Love Actually, or any of the Harry Potter films, plus a very famous detective, Sherlock Holmes, and the world’s most famous secret agent and assassin: James Bond. The city also has a very dark history, dozens of underground tunnels, dungeons and gallows! Myth and reality interwoven with too many infamous characters to mention – perfect for thrill-seekers and horror fans.
Popular Genre-Specific Examples:
- Historical Dramas: Mention popular period dramas like Downton Abbey (Yorkshire), The Crown, or Bridgerton.
- Sci-Fi: Refer to Doctor Who, Torchwood, or other UK-based sci-fi productions.
- Literary Adaptations: Mention films or TV shows based on popular books, like adaptations of Jane Austen novels such as Wuthering Heights, or anything related to the Brontë sisters.
Don’t Have a Direct Connection? Create One!
You might not be the Cavern Club where infinite Beatles fans frequent, but you might have something else to offer that’s unique and set-jetter worthy.
For example, if you’re near major transport networks where set-jetters arrive and depart from, you could offer a full VIP experience like the A-listers receive, such as airport pickup in a luxury vehicle, a personalised welcome pack with local set-jetting information, and priority access to local attractions like the Cavern Club. This gets them in the mood for their set-jetting experiences in style.
More Set-Jetting Ideas
Consider creating themed experiences or packages that evoke the spirit of popular stories, folklore and myths, or classic cult movies. Maybe the locals also need something new or quirky to jazz up their midweek blues, like a Pulp Fiction-themed party night, or how about a murder mystery weekend, or a ‘Mamma Mia!’ experience?
Even without a direct connection, you can find ways to tap into the market by creating your own, here’s how:
- Identify a Popular Theme: Choose a theme that resonates with your target audience (e.g., classic Hollywood glamour, historical dramas, literary mysteries).
- Develop Themed Experiences: Create packages or events that evoke the spirit of these themes. A “Hollywood Glamour” package could include a red carpet welcome, a movie-themed cocktail hour, or a “star treatment” spa experience.
- Market Your Themed Offerings: Promote your themed experiences to your target audience through targeted advertising and social media campaigns – we can help you create blog posts and content for these platforms.
Conclusion: Jump Onboard!
Set-jetting is more than just a travel trend; it’s a powerful marketing opportunity for businesses in the travel and hospitality sector. By understanding the needs and desires of set-jetters, you can attract new customers, increase bookings, and boost your bottom line.
Attract set-jetting tourists and boost your bookings with compelling travel content.
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