LOS ANGELES--(BUSINESS WIRE)--justfly.com, a Momentum Ventures company and leading online travel agency that allows consumers to search for and book cost-effective travel-related services, today released its Film and TV Destination Inspiration Survey. The new study highlights how popular films and TV shows are driving travel trends, especially amongst younger viewers.
The Influence of On-Screen Destinations
A significant 52% of participants confessed to having chosen travel destinations after seeing them featured in a movie, series, or show. This trend is even more pronounced among younger generations, highlighting the power of on-screen destinations on Millennials and Gen Z.
Known for their binge-watching habits, both Gen Z (59%) and Millennials (60%) reported selecting travel spots inspired by their favorite on-screen productions.
“As an online travel agency, we constantly explore fresh insights into what inspires people to travel,” says Henri Chelhot, CEO of justfly.com. He adds, “We selected this topic because we see how entertainment affects travel trends in real time. People are not only dreaming of these destinations but turning their favorite shows and movies into travel itineraries, connecting the joy of media with real-world exploration.”
Impact on Destinations
The study also offers insights into how specific shows are influencing the destination choices of American travelers. The survey revealed:
- On-screen settings make destinations more enticing, with a substantial 71% reporting they prioritized a destination over another due to the influence of a show or movie.
- What’s more, the majority of respondents (24%) claim Emily in Paris impacted their travels most, with Game of Thrones being a close second at 23%.
- Emmy Award-winning series Squid Game also had a notable influence among Gen Z, with 31% reporting that it inspired them to choose specific travel locations after watching the first season. This indicates that South Korea is likely to see an additional spike in tourists following the release of the show’s second season this December.
Traveler Perceptions on the “Set-Jetting” Trend
While most respondents have been inspired to visit their favorite on-screen settings, half of these ‘set-jetters’ expressed concern over the impact TV shows and movies are having on these real-life locations.
More than half feel that the influence of TV shows and movies is creating overrated tourist spots, and 69% feel these on-screen portrayals exaggerate the beauty of the destinations featured. Despite this, travelers are willing to make a significant investment, with respondents, on average, prepared to spend approximately $2,910 to visit a destination featured in a popular movie or show.
Chelhot notes, “The correlation between on-screen entertainment and travel choices underscores the blend of fantasy and reality that modern travelers seek. For many, these destinations represent a journey that goes beyond traditional sightseeing; yet, it’s also a reminder of the delicate balance destinations face with the rise of tourism inspired by media.”
About justfly.com
justfly.com, a Momentum Venture subsidiary, is an online travel agency created to reach the North American market. Partnering with more than 400 airlines that travel to and from the U.S., justfly.com makes travel accessible, enabling more people to visit new places and explore new cultures. Since 2014, the company has been focused on offering the best travel options while providing a user-friendly and efficient customer experience. More can be found at justfly.com.
