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Netflix Vs. Social Media… Who is the real influencer?

by | Aug 5, 2019 | Blog

The Rise of Set Jetting.
If, like us, you were under the impression that social media currently had the biggest influence over consumer travel, think again! Recent research carried out by marketing firm eight&four concluded that while social media still has an important role to play in influencing holiday booking choices, particularly for younger explorers, many British travellers are heavily influenced by TV shows and movies when choosing a holiday destination.

In summary, the research found that:

  • A quarter of British travellers said TV and film were one of their biggest sources of travel inspiration, rising to 29% among Generation Z and 31% among millennials
  • However, while 23% of millennials said social media advertising was a main source of inspiration, this plummeted to just 9% among Generation Z travellers
  • The research by marketing firm eight&four did, however, find that while social media influencers and bloggers were of limited value to holidaymakers in general, with just 7% saying they were a main source of inspiration, younger travellers were divided
  • A fifth of millennials surveyed said influencers using Instagram and Snapchat were a source of inspiration, but this fell to just 7% among Generation Z
  • 23% of millennials saying it was a factor compared to 9% of Generation Z holidaymakers

Caroline Brosnan, head of marketing at eight&four, said: “Netflix and other streaming sites present a wealth of programming content that showcases desirable locations.

“Consumers of all ages are tuning in and feeling inspired to travel to these places. It suggests travel brands should consider more innovative ways of using TV shows to reach mass audiences, whether that’s through product placement or editorial.”
Over the years, each of our client destinations have served as the backdrop to some incredible TV shows and major Hollywood films. Inspired by eight&four’s research, we’ve rounded-up our top 10 movies filmed in destinations KBC represents – from Utah to Georgia and beyond.

  1. Thelma & Louise – Utah. Filmed in Canyonlands National Park, Cisco, Dead Horse Point State Park, La Sal Mountains, Thompson Springs, Mexican Hat, West Valley City and Moab
  2. Dances with Wolves – South Dakota and Wyoming in The Great American West. Filmed in Badlands National Park, Pierre, Rapid City and picturesque Spearfish Canyon in the Black Hills
  3. Key Largo – The Florida Keys. Hollywood greats Humphrey Bogart and Lauren Bacall filmed part of the movie in the Keys’ most northerly district, Key Largo. Today, visitors can stop by local bar, the Caribbean Club to see one of the filming locations. Note too, that Bogart fans visiting Key Largo can take a trip on the fully restored and original African Queen boat which featured in another of the actor’s movies of the same name
  4. The Walking Dead – Georgia. Audiences might recognise the view from Jackson Street Bridge as seen in one of the most iconic scenes from popular TV show, The Walking Dead
  5. Forrest Gump – Georgia. Stop by Chippewa Square in Savannah to see a major filming location for the beloved Tom Hanks movie. Note: the original bench was a prop that has since been placed in the Savannah History Museum
  6. The Revenant – Montana and Alberta. Set throughout the ‘big sky’ state of Montana and filmed in locations including the town of Libby – and also over the border in the Canadian province of Alberta – the film scored big at the Golden Globes and Oscars. Leo DiCaprio took home the Oscar for ‘Best Actor’ with the film also nominated for ‘Best Picture’
  7. The Mountain Between Us – British Columbia. Filming took place in Invermere and Panorama Mountain Village, and Kate Winslet was spotted filming scenes at Eagle Ridge Hospital in Port Moody
  8. Butch Cassidy & The Sundance Kid – Utah. The iconic western was filmed in Zion National Park, St. George, Grafton and Snow Canyon
  9. Fargo – North Dakota. The Coen brothers chose the state of North Dakota for this film shooting in locations including Bathgate, Grafton and Grand Forks
  10. Brokeback Mountain – Alberta. Although set in Wyoming and Texas, Brokeback Mountain was largely filmed in the Canadian Rockies of Alberta, in locations including Kananaskis Country

Fun Fact: Did you know that the trend of travelling to destinations that are first seen in movies or on TV is referred to as ‘Set Jetting’?

by Lizzie Benians