Set-Jet Tourism: How can hotels turn nearby filming locations into bookable experiences?

Film and TV tourism is no longer niche. VisitBritain research shows that 7 in 10 UK visitors have already visited a filming location, and 9 in 10 potential visitors would be interested in doing so.

Set-Jet Tourism: How hotels can attract guests by creating experiences linked to nearby film locations.

Not every hotel is a filming location. But many are closer to one than they think.

Film and TV don’t just inspire people to watch, they influence where people choose to travel, whether that’s UK inbound travel or staycations. VisitBritain research shows that 7 in 10 UK visitors have already been to a filming location, and 9 in 10 would be interested in doing so in future. 

At the same time, production itself is growing. Screen Yorkshire, for example, has reported a 50% increase in filming enquiries in recent years, reinforcing just how much opportunity exists for destinations ready to respond.

And increasingly, visitors to these areas aren’t just heading to the exact filming spot, they’re looking for somewhere to stay that connects them to it. That’s where hotels have an opportunity.

It’s Not About Being on Screen

There’s a common assumption that to benefit from screen tourism, your hotel needs to appear in the show. In reality, proximity often matters more than presence.

Guests don’t always expect to sleep in the filming location. But they do want to:

• explore it easily
• understand the story behind it
• feel immersed in the setting

This is where hotels can play a powerful role: as the base for that experience.

Turning Location into a Stay

In West Yorkshire, productions like Gentleman Jack and adaptations of Wuthering Heights, continue to draw visitors to the region. Sometimes the films are often the catalyst for people discovering the origins behind the screen story. For others, they simply want to recreate the moment they’ve seen on screen for Insta or TikTok.

It happens quickly: as soon as a landscape or venue appears on the screen, they become destinations in their own right.

For hotels nearby a film location, the opportunity isn’t to replicate the filming it’s to interpret it for guests. That means thinking in terms of:

• experience (how does the hotel stay connect to what they’ve seen on screen?)
• access (how easy is it to get there?)
• context (what should guests know before they go?)

Build Around What Already Exists

You don’t need to create something entirely new. The strongest set-jet experiences are built by connecting what’s already there.

Start with:

• nearby filming locations
• heritage sites or landscapes featured on screen
• existing visitor attractions linked to the story

Then consider how your hotel can bring it together. For example:

• guest itineraries linking key locations
• mapped routes for self-guided exploration
• partnerships with local attractions
• simple recommendations that feel thoughtful rather than generic

A great example is small independent Holdsworth House Hotel in Halifax, where interest in TVs Gentleman Jack and Warner Bros. Wuthering Heights has been shaped into guest-friendly experiences by doing exactly this, connecting the stay with the wider story of the area.

Make It Easy to Book

The key is clarity. You need to do the leg work for the guest.

Guests shouldn’t have to piece it together themselves. The more you can simplify the journey from inspiration to booking the more likely they are to convert. That could mean sorting transport or parking, tour guides, packed lunches or attraction tickets, background reading, late checkouts and baggage storage.

Once you have your offer, be sure to market it effectively. If you need an extra pair of hands here too, get in touch with Liz at Hey Marketing who can help.

Work With, Not Around, Your Destination

Set-jet tourism works best when it’s collaborative. Local councils, tourism teams and attractions are often already promoting filming locations. Hotels that align with this activity benefit from a stronger, more consistent message.

This might involve:

• aligning your content with regional campaigns
• sharing and amplifying local stories
• building relationships with key partners

It’s less about competing for attention, and more about becoming part of a joined-up offer.

Remember, guests inspired by film and TV tend to arrive with intent. They’re not browsing aimlessly. They’re looking to experience something they’ve already connected with. That often means:

• longer stays
• more exploration
• a willingness to travel specifically for the experience

For hotels, that creates a more considered and often more valuable type of booking.

The takeaways

If you’re exploring this for your own hotel, begin with three simple questions:

1. What has been filmed within easy reach of us?
2. What would a guest want to see or do as a result?
3. How can we make that experience easier to discover and book?

The answers are often closer and more achievable than expected.

If you’re exploring how this might work for your hotel, Hey Marketing works with independent properties to turn location, story and demand into practical, experience-led strategies. Call Liz on 07538 238936 or email Liz now.