The White Lotus Effect Transforms British Holiday Habits
British holidaymakers are increasingly swapping dreary weather for glamorous destinations featured in popular television shows, with the French Riviera emerging as a particularly strong contender for 2026 travel plans. According to new research from easyJet's Great British Holiday Audit, screen tourism has fundamentally reshaped how Britons choose their holiday destinations in recent years.
Screen Tourism's Growing Influence
The data reveals a significant shift in travel decision-making, with up to 28% of all travellers now selecting destinations based on television programmes, films, or books. This figure rises dramatically among younger demographics, exceeding 50% for both Generation Z and Millennial travellers. The phenomenon, often termed the 'White Lotus effect', demonstrates how entertainment media directly impacts tourism patterns across the UK market.
With HBO's acclaimed satirical comedy The White Lotus preparing to film its fourth season in Saint Tropez, attention has turned to this iconic French destination. The show's previous seasons have transformed locations from Hawaii to Sicily into must-visit destinations, creating unprecedented demand for luxury hotel stays that feature prominently in the storyline.
Saint Tropez: A Destination of Dreams
The forthcoming season will showcase the magnificent Château de La Messardière, a 19th-century palace-hotel that epitomises Riviera luxury. This property offers breathtaking panoramic views across the Côte d'Azur, set within 32 acres of meticulously maintained gardens and featuring an exclusive private beach club frequented by international celebrities and wealthy jet-setters.
Saint Tropez itself represents the perfect blend of sun-drenched Mediterranean beaches and glittering nightlife, attracting artists, socialites, and travellers seeking both natural beauty and sophisticated entertainment. From the legendary Club 55 and Pampelonne Beach to the charming cobblestone streets lined with pastel-shuttered houses, this coastal town radiates timeless French elegance and coastal charm.
Affordable Luxury with easyJet Holidays
For British travellers seeking Riviera glamour without extravagant expenditure, easyJet Holidays has launched compelling offers through their Big Orange Sale. Holidaymakers can save up to £500 on selected Saint Tropez getaways when booking before 11pm on March 3, 2026, using the promotional code BIGSALE at checkout.
All easyJet holiday packages include return flights, hotel accommodation, 23kg luggage allowance per person, and transfers for beach holidays, providing comprehensive travel solutions for those inspired by screen destinations.
Featured Hotel Options
The Kube Hotel, Saint-Tropez
This contemporary luxury retreat occupies a two-hectare landscaped park featuring olive groves and colourful Mediterranean gardens. Guests enjoy access to three swimming pools (two heated), a full-service spa offering personalised treatments, and proximity to Bouillabaisse Beach just five minutes away. The hotel's Moloko restaurant serves Asian, Mediterranean, and traditional cuisine on both terrace and rooftop settings with panoramic Gulf views.
Recent guest reviews highlight the property's excellent facilities, with one visitor commenting: "First class! Beautiful hotel, three awesome pools, spa treatments, very friendly and helpful staff and the rooms were very roomy and well appointed." Another added: "The hotel has beautiful facilities and grounds. The pools are big and also heated. Service is spot on."
Catalogne Hotel
Positioned just five minutes from the beach, this coastal retreat offers an authentic French Riviera experience with a heated swimming pool surrounded by palm trees and picturesque gardens. The hotel provides massage services, stylish rooms with garden or sea views, buffet breakfast, terrace dining, and bicycle hire for local exploration.
With a 4.4 out of five-star rating on Tripadvisor, guests praise the property's atmosphere and service. One reviewer noted: "Excellent hotel all round. Great staff, very clean, good bar snack food for lunch and dinner, good sized pool and great atmosphere."
Mercure Brignoles Golf de Barbaroux and Spa
For travellers seeking countryside tranquillity rather than beachfront bustle, this four-star hotel provides direct access to the 18-hole Golf de Barbaroux course. Facilities include a seasonal outdoor pool, spa with sauna and hammam, tennis courts, and a restaurant specialising in regional cuisine. While located some distance from coastal areas, the property receives consistent praise for its serene setting and quality service.
One regular guest commented: "We have stayed at this hotel for many years. The chef’s menu was excellent with fresh products, the service was attentive, and the room was very clean."
Alternative Travel Options
Beyond easyJet's offerings, other travel providers are presenting competitive deals for French Riviera holidays. Loveholidays currently features savings of up to £600 on selected breaks along the Côte d'Azur, including destinations like Nice, Antibes, and Juan les Pins. Meanwhile, On the Beach offers Saint-Tropez and surrounding resort hotels from £475 per person, with added benefits including weather protection and complimentary lounge access on selected stays.
This convergence of screen-inspired travel trends and competitive holiday pricing creates unprecedented opportunities for British travellers to experience legendary Riviera destinations that have captured the public imagination through popular entertainment.
