Bookings Soar for Anantara Properties Featured in Hit TV Show
PUBLISHED: 13 Mar 2025 at 12:12
Minor International Plc has announced plans to capitalize on the surge in bookings following the airing of the hit TV series The White Lotus. As the series showcased its stunning hotels in Thailand, bookings have dramatically increased, prompting the company to target expansion in the United States.
With a goal to establish at least one Anantara hotel—its premium luxury brand—in the US by early next year, Chairman Bill Heinecke acknowledges the shift in perspective toward the American market, previously considered highly competitive.
The series utilized four Minor-owned hotels as key filming locations, including three Anantara properties situated in Phuket and Koh Samui, along with the Four Seasons hotel on Koh Samui.
Since the show premiered on streaming platforms in mid-February, online bookings for Anantara hotels have increased by 41% compared to last year, with web traffic more than doubling in the same timeframe.
Heinecke stated, “This show has significantly enhanced the international recognition of Minor and particularly our Anantara brand.”
Alongside its US expansion, Minor is targeting a total of 850 hotels by 2027 and 1,000 by 2030, up from 562 properties currently operating across 57 countries. Expansion plans also include entering major markets such as Japan and Singapore.
The “White Lotus effect” is expected to further boost bookings amid a global tourism recovery, especially in Thailand and Europe, where Minor has a strong presence.
Heinecke is optimistic about the company’s performance in the first quarter, forecasting record results once again this year, following their strongest earnings in 2024 marked by a 43% increase in net profit.
Tourism continues to be a vital component driving Thailand’s economy, with the government setting ambitious targets for foreign tourist arrivals, aiming to surpass 40 million this year. In recent reports, Thailand welcomed 7.66 million foreign tourists as of March 9, a 4.4% increase from the previous year.
Minor’s stock has seen a gain of approximately 7% this year, standing out amidst broader declines in the Stock Exchange of Thailand, which has faced a 17% downturn.
