In the age of influencers, reality stars and reality television, few shows capture public attention (and produce overnight influencers) quite like The Bachelor. With its own mix of romance, drama, and exotic locations, it's no wonder that tourism boards and destinations around the globe are eager to collaborate with the franchise. You likely already recognize these partnerships when you see them on the screen, but let’s dig a little deeper into why The Bachelor franchise is such a powerful tool for destination marketers, and why tourism boards choose to partner with the show.
Fairmont Jasper Park Lodge as seen in Joey Graziadei’s 2024 season of The Bachelor (Credit @tltravel)
Captivating Imagery & Exposure
Let’s start with the obvious. One of the most compelling reasons why destinations choose to collaborate with The Bachelor franchise is the unparalleled exposure that it offers. Each episode of their 28 seasons features stunning cinematography and showcases luxurious resorts, dreamy date spots and (lets face it) subtle ad integrations. From tropical beaches to charming European villages, The Bachelor transports viewers to destinations they may never have otherwise considered, so for tourism boards, this type of exposure is priceless.
According to a report by PR Newswire, destinations featured on The Bachelor often experience a surge in online searches and booking inquiries following their appearance on the show. For example, after an episode featuring a date in Bali aired during Season 19 of The Bachelor, Expedia saw a 50% increase in searches for Bali hotels compared to the same period the previous year. And even six years later, a post from Bachelor Nation titled Experience Bali Like Chris Soules on 'The Bachelor' was shared to promote the destination and share the Bachelor’s itinerary from that same season.
Bachelor Chris Soules in Bali, Indonesia (Credit: @bachelorabc)
Emotional Connections
If you’re a travel addict like I am, then you likely got sucked into the franchise by the beautiful scenery and the drama of it all. But at its core, The Bachelor is a story of love and romance, and there’s no arguing that viewers of the show become emotionally invested in the journey of the Bachelor (or Bachelorette) as they search for their soulmate. By associating that journey and pivotal moments on the show with specific destinations, tourism boards can tap into the powerful emotions of potential travelers in a way that’s not as easily achieved through traditional marketing. Maybe it's a cliffside sunset proposal or a romantic air balloon ride, but these moments create lasting impressions and inspire viewers to consider the featured destination for their own romantic getaway.
Bachelorette Jojo Fletcher and Jordan Rogers in Thailand for the season 12 finale of “The Bachelorette”
Social Media Buzz
Although viewership has fluctuated for the franchise over the years, it’s no longer just about episode views for destination marketers anymore. Yes, the week 4 Malta episode of Joey Graziadei’s season of The Bachelor brought in 3.5 million live views (rising to 5.9 million views with the inclusion of digital platforms), but marketers also benefit from the social media buzz produced by The Bachelor in this new age of socials.
The Bachelor franchise boasts a massive and engaged fan base across various platforms including Instagram, Twitter, and Facebook. Contestants and leads within the franchise also grow large followings and often share behind-the-scenes glimpses of their travels. Those glimpses alone are enough to generate buzz and excitement among their followers and bring awareness to the destinations they’re traveling to. It may not seem like much to the average viewer, but tourism boards are leveraging this social media exposure to reach a broader audience and showcase the unique attractions and experiences their destination has to offer.
Cultural Exploration
In addition to beautiful scenery and romantic date destinations, The Bachelor franchise also does a fairly decent job of giving viewers a glimpse into the culture and lifestyle of the destinations that they visit. From showcasing the local cuisine to learning about traditional customs, each episode offers a window into a wide variety of global travel experiences. Tourism boards recognize this about the show, and seize the opportunity to showcase the authenticity and diversity of their destination. In many cases, tourism boards will even negotiate the inclusion and discussion of certain experiences into their contracts with the show.
In the competitive landscape of destination marketing, collaboration with The Bachelor franchise offers a unique opportunity for tourism boards to showcase their destination to a global audience.
Through captivating imagery, emotional storytelling, social media engagement, and cultural exploration, The Bachelor franchise provides a powerful platform for destinations to capture the hearts and imaginations of potential travelers, while inspiring them to plan their own exciting adventures in those locations.