by Ellen Mullen, AKA
Set-jetting—where travelers visit destinations featured in films and TV shows—is changing how people choose to spend their time and money.
With 66% of travelers saying on-screen locations inspire their trips (Expedia), this trend taps into the desire for connection, immersive experiences, as well as good old-fashioned FOMO. But the appeal of set-jetting isn’t just for travel brands. By adopting its principles—creating memorable experiences, sharing compelling stories, and building trust through partnerships—any brand can forge deeper connections with its audience and drive measurable growth.
What brands can learn from set-jetting
Set-jetting succeeds because it combines extraordinary experiences and meaningful stories with a sense of discovery. Brands that apply these ideas can go beyond transactions, creating moments audiences value, remember, and share.
1. Create experiences worth the investment
Set-jetting thrives on immersive, one-of-a-kind moments. Travelers aren’t just visiting—they’re stepping into something they’ve dreamed about. For brands, the goal is to deliver experiences that feel personal, impactful, and worthwhile.
These moments don’t require massive budgets—they thrive on creativity and a deep understanding of what your audience values most. A museum could transform an exhibition into an interactive journey through history. Meanwhile, a retailer might host a hands-on workshop that showcases its craftsmanship.
These experiences should leave audiences thinking, “That was worth every second – and I can’t wait to tell everyone about it.”
2. Share stories that resonate
The magic of set-jetting lies in its stories—scenes and settings that people connect with emotionally. Brands can unlock the same power by not just telling their own stories but by selling them as part of an irresistible offering.
A non-profit could craft a campaign that directly links donations to real-world impact, showcasing how every dollar contributes to a larger, tangible narrative. An attraction might launch a creative campaign activation—like a digital storytelling series or AR filter—that reveals hidden histories in a dynamic, shareable format, driving curiosity and ticket sales.
When stories invite audiences to see themselves in the narrative, they become unforgettable—and impossible to resist.
3. Build trust through authentic partnerships
Set-jetting draws from iconic films and TV, but brands can create their own pull by collaborating with trusted creators. These partnerships do more than amplify reach—they bring authenticity and new perspectives.
A local attraction might work with a travel influencer to highlight little-known gems, or a retailer could team up with a lifestyle creator to transform its space into a must-visit destination. The key is to partner with voices that align with your audience, ensuring the collaboration feels genuine and inspiring.
Your brand’s opportunity
Set-jetting is proof that experiences, stories, and trust drive connection and loyalty. By adopting these principles, your brand can create moments that matter, stories that stick, and partnerships that build credibility—delivering loyalty and measurable growth along the way. The opportunity isn’t just to follow a trend—it’s to craft something your audience will invest in, remember, and share.
Header image by Jerry Zhang on Unsplash.
