Accor CEO Sébastien Bazin on the "Emily in Paris" Effect and Future TV Partnerships

As season four of “Emily in Paris” premieres today, the set-jetting phenomenon is once again dominating the travel conversation.

From the romanticized streets of Paris to the potential French locations for the next season of “The White Lotus,” pop culture is dictating travel trends more than ever.

But for luxury hoteliers, does a hit TV show translate to high-yield bookings, or just crowded lobbies?

I recently asked Sébastien Bazin, chairman and CEO of Accor (the largest hotel company in France and Europe), to discuss the luxury strategy behind these cultural moments. With “The White Lotus” heading to France next season, I asked Bazin if he views these productions as an opportunity to introduce luxury brands to a new audience — or a reason to run in the opposite direction.

According to Bazin, the answer lies in managing expectations versus awareness.

He acknowledged the undeniable impact of the “Netflix effect,” noting that “Emily in Paris” has already “worked quite a bit” for restaurants and locations featured in the series. He predicts a similar trajectory should “The White Lotus” land on French soil.

“Emily in Paris” has been a great image boost for France for Americans who have viewed the series: 86% of those stateside who tune in to watch Emily gallivant around the City of Light while Sylvie scowls report a favorable view of the country, according to The Economist — not bad considering a swath of the U.S. decided their favorite fried carbohydrate should instead be known as “Freedom Fries” during the early aughts.

“You will have a destination, a brand property, [that] will be shining, and the awareness will go 1,000% up,” Bazin said.

The Luxury Caveat

However, the Accor chief offered a crucial reality check for luxury stakeholders: Viral fame does not always equal qualified guests.

“The one thing which is evident for me: accept that 90% or 95% of the audience will not be your guest, and that’s okay,” Bazin said. “Don’t expect that the people viewing it [who] could afford that property will come there.”

He noted a distinction in revenue streams, suggesting that while screen time might drive foot traffic to accessible areas like restaurants or bars, it doesn’t necessarily fill high-cost suites with the ultra-wealthy demographic.

To Partner or Not to Partner?

Despite the risks of over-exposure, Bazin remains “intrigued” by the prospect of Hollywood partnerships. His advice to general managers and brand leaders is to remain open-minded but “super careful” about how those partnerships are structured.

“If you do it carefully, there’s nothing bad about it,” Bazin concluded. “I don’t know yet [if it will play our way], but you can’t be absent of those.”

For luxury travel advisors, the takeaway is clear: Expect clients to continue requesting “as seen on TV” destinations, but be prepared to navigate the availability and crowds that come with that 1,000% spike in awareness.