As new Bridgerton episodes hit Netflix, Virgin Media O2 Business data shows Brits are drawing holiday inspiration from the ‘ton’, with one in 10 (11 per cent) picking vacation spots based on their favourite TV shows and movies. Three-quarters (74 per cent) of businesses anticipate a revenue boost from shows and movies set in their region.
Indulging a love of Regency world charm, screen-inspired travel increases to 16 per cent for millennials (25- to 34-year-olds) and 19 per cent for Londoners. Meanwhile, a further 11 per cent of Brits admit that social media apps like TikTok heavily influence their holiday destination locations. Influencers such as @lilmsjovs and @brittyoussef are helping amplify this trend, spotlighting UK Bridgerton hotspots to their followers. Businesses are also jumping on the opportunity, with 78 per cent saying that referencing social media trends has helped improve business performance over the past three months.
With 30 per cent of Brits planning to spend more on holidays in the next three months, three quarters (74 per cent) of businesses think a popular show or movie in the region could boost revenue. Many areas are leaning into the opportunity, with Visit Bath publishing a guide to Bridgerton hotspots, ensuring visitors know all the best filming locations to visit. Fans can also use Virgin Media’s TV Mapper tool to follow in the footsteps of their favourite characters.
With connectivity now playing such a vital role in travel, businesses need to stay ahead of the latest trends, leveraging key moments in time, such as the release of Bridgerton, to capture sales and boost revenue. The pandemic has also reshaped travel habits, with nearly a third (29 per cent) of Brits opting for more domestic trips. Many UK destinations have seen a surge in popularity fuelled by their screen appearances in beloved film and TV series. These locations include Edinburgh (13 per cent), the home of Dexter and Emma’s romance in One Day, and the Cotswolds (7 per cent), where Clarkson’s Farm rose to fame on Amazon Prime. Other popular areas for holidaymakers include Cornwall (19 per cent), the Lake District (19 per cent) and Wales (17 per cent).
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