Set-jetting: more travellers now pick holidays based on what they watch

'Set-jetting', where people travel to places they have seen on screen, is going mainstream. Expedia's Unpack '26 data from 24,000 travellers in 18 countries shows 53% say what they watch shapes their travel plans, rising to 81% among Gen Z and Millennials. Shows like Game of Thrones, Breaking Bad and The White Lotus have turned filming spots into destinations.