Recent reports in the rise in set-jetting" may have been taken by some with a pinch of salt. But the phenomenon, where tourists include location visits from their favourite novel or film in their holiday plans, is being taken very seriously indeed within the travel industry, with hotels including the expected boost from this latest trend into their projected sales for 2006.
(PRWEB) August 25, 2005 -- The phenomenon of set-jetting, widely reported as having a positive effect in recent sales in certain holiday destinations, is being taken very seriously in the travel industry, and is even being factored into future sales predictions.
Hotels in Prague, anticipating the release of the new Terry Gilliam film The Brothers Grimm" which was shot in the city, are looking forward to higher occupancy levels next year. The hoteliers are certainly taking the trend seriously", comments Sam Cowen, Director of Skoosh, the hotel booking site. Prague has always been a popular destination, but 2006 is set to be a huge year for the city. Consequently, our hotel partners are opening up their inventory to us now, to maximize their early booking figures, and capitalize on the interest generated by the film". The movie, starring Matt Damon, is set for general US release this week and will open in the UK in December.
Destinations such as Salzburg have traditionally prospered from the success of popular films like The Sound of Music", with an estimated 25% of all British visitors to the city including a tour or a peek at one of the locations of the film in their trip. Rome and Venice, always popular cities in their own right, benefited from a surge of interest following their roles in The Talented Mr. Ripley" starring Matt Damon and Jude Law. Sam from Skoosh goes on to say that the continued interest in these films has been a boost to the destinations even in low seasons, and has prompted Skoosh to include a number of new hotels in its listings for Berlin in 2006 to cope with the extra demand. The German capital is, amongst other destinations, the setting for John le Carrés latest pageturner turned blockbuster, The Constant Gardener", which hits the big screen in October.
Research from Halifax Travel Insurance has revealed that one in four Britons plumped for a travel destination if they had seen it on TV, in a movie or read about it in a novel. Whats more, the destinations themselves have reported a 30% rise in business. Favorite spots last year included New Zealand, heavily featured in The Lord of the Rings trilogy, Phi-Phi Island in Thailand, the setting of The Beach, and Kefalonia, the Greek Island made famous by Louis de Bernières novel Captain Corellis Mandolin, and its subsequent film version starring Nicholas Cage and Penelope Cruz.
Association with celebrity seems to be one of the major factors in the rise of this phenomenon – if we associate a particular location with a film or novel, we can experience for ourselves the glamour and mystery of the fictitious world of movies and novels. And its not just film buffs who follow the location trail it appears. Many holidaymakers are attracted by the spark of recognition that comes from seeing a place in real life that has previously only been glimpsed behind their screen heroes.
Hotels in destinations not yet affected by this phenomenon who are suffering a lack of sales in their area could yet take matters further. It remains to be seen whether the travel industry starts to take an active interest in the film industry to the point of approaching Hollywood directors and producers, in order to get their location featured in the next blockbuster.
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