Lessons in Luxury PR:
The White Lotus

What Hospitality Brands Can Learn

Luxury hospitality is about crafting a world guests aspire to be a part of. HBO’s The White Lotus has taken the world by storm and marketers by Tsunami. From aspiration to celebrity culture, the show highlights key strategies that luxury resorts can leverage to build prestige and desirability. Here’s what hospitality brands can learn.

1. Storytelling is the Cornerstone of Luxury PR

The White Lotus resorts aren’t just locations, they’re a colossal part of the story. They set the mood, shape guest experiences, and define the show’s aspirational aesthetic. Luxury hospitality brands should take the same approach:
Create a narrative that goes beyond amenities.
Define the type of guest experience your resort offers.
Use editorial storytelling and quality content to make your resort aspirational.

Make your resort the setting for elite travellers. Your brand story should be just as captivating as the experience itself.

2. Media Exclusivity & Curated Experiences Matter

Luxury loves scarcity and what’s not available to everyone becomes irresistible. The White Lotus thrives on this principle, portraying a world of luxury experiences that guests crave. Hospitality brands can leverage this by:Invite-only press trips for select journalists and influencers to create high-impact content.
Invite-only press trips for select journalists and influencers to create high-impact content.
Strategic media placements in ultra-premium publications instead of mass-market exposure.
Limited-access experiences that boost brand desirability.

Position your resort as an exclusive escape, not just a destination. Control the media that covers you and ensure every experience is curated.

3. The Power of Influencer & Celebrity Endorsements

Every season of The White Lotus has turned its filming location into a global travel hotspot. Why? Cultural credibility. Hospitality brands can replicate this strategy by:
Partnering with high-net-worth influencers and celebrities who align with the brand’s image.
Hosting private, invite-only influencer getaways to generate authentic, aspirational content.
Creating strategic brand collaborations with luxury fashion, watches, or automotive brands to position the resort as part of an elite lifestyle.

Influencer marketing is driven by high-value, high-status placements. The right face can turn your resort into a global sensation overnight.
At SWAY, we specialize in crafting strategies that elevate hospitality brands from destinations to aspirations. Ready to position your brand at the top? Let’s talk..