EXCLUSIVE Revealed: How The Crown has helped boost UK tourism, with flight searches to filming locations soaring by up to 53% whenever a new season of the Netflix hit becomes available to stream
- Netflix and Skyscanner reveal how the hit drama sparked UK wanderlust
- Flights to both London and Aberdeen have seen significant search interest
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The Crown has reigned supreme in the ratings, sparked social media firestorms and, reveals Netflix – it has also boosted UK tourism.
In partnership with travel site Skyscanner, the streaming service has revealed how the drama has sparked UK wanderlust for viewers around the world, with searches for flights to Aberdeen and London – two filming-location gateways – soaring whenever a new season becomes available.
With its grippingly addictive storyline based loosely on the real-life events of the British Royal Family , the show features many of London’s standout landmarks with the Royal Naval College in Greenwich and The Mall in St James’s Park both making an appearance.
The dramatisation of the lead-up to Prince Charles and Lady Diana Spencer’s wedding also treated viewers to lavish scenes in and around Buckingham Palace .
So spellbinding were the scenes of season three and four that global flight searches to London increased by a massive 21 per cent on the day of season three’s launch and London became the most-searched-for city destination worldwide.
Skyscanner and Netflix have revealed how The Crown has boosted tourism to the UK. Global flight searches to London increased by 21 per cent when season three of the drama launched
The Crown led to London becoming the most-searched-for city destination worldwide. Above: Denis Thatcher, played by Stephen Boxer, and Margaret Thatcher, played by Gillian Anderson, outside 10 Downing Street
A quarter of 15,000 travellers surveyed in Skyscanner’s recent Travel Trends report revealed that the hit show inspired them to want to visit the UK’s capital in 2024. Above: The Crown’s Princess Anne, played by Erin Doherty
Moreover, thanks to ‘The Crown effect’ – which also saw sales of blue eyeliner increase thanks to Princess Diana’s trademark look – a quarter of 15,000 travellers surveyed in Skyscanner’s recent Travel Trends report revealed the hit show inspired them to want to visit the UK’s capital in 2024.
Skyscanner also saw a 21 per cent week-on-week increase in worldwide searches for London one week after season four aired, and a 50 per cent increase nine days after the season dropped, when compared to the week before.
As well as London, the stunning Scottish Highlands are depicted extensively throughout the series, including the imposing Balmoral Castle – a favourite property of the late Queen Elizabeth II.
Viewers of the show were seemingly rather taken with the location, with Skyscanner revealing that global flight searches for the nearest airport to the castle – Aberdeen, just 30 minutes away by car – soared by 53 per cent week-on-week compared to searches made prior to season four dropping.
Throughout the week following season four’s drop, which included scenes at Balmoral, Skyscanner saw a 53 per cent week-on-week increase in global flight searches for Aberdeen Airport compared to searches made prior to the season dropping.
In terms of nationalities most influenced by The Crown, the crown goes to Spain, with the drama on average across all seasons leading to an increase in flight searches for London from the country of 34 per cent.
Balmoral Castle in Aberdeenshire features prominently throughout The Crown. Skyscanner revealed that global flight searches to the castle’s nearest airport – Aberdeen – soared by 53 per cent week-on-week when season four dropped
Balmoral was one of Queen Elizabeth II’s favourite properties
The picture above is from season four of The Crown, with the scene filmed in Rothiemurchus. From left to right it shows: Princess Margaret played by Helena Bonham Carter, Queen Elizabeth II played by Olivia Colman, The Queen Mother played by Marion Bailey, Prince Charles played by Josh O’Connor, and Princess Anne played by Erin Doherty
German travellers are not far behind, with a noticeable uptick in searches following the release of season three, where London backdrops featured heavily.
The joint research also shows how season four inspired Australians, too. Drawn in, presumably, by the fact that some of the show took place down under – showcasing Uluru and various other impressive Australian landmarks – Australians were quick to fall under The Crown’s spell, with Skyscanner recording a 27 per cent week-on-week increase in searches made by Australians for flights to the UK following the season’s launch on Netflix.
But that’s not all, the series also has devoted followers in South America too, with one Crown fan, Rai Bastidas, flying from Chile to get his royal fix.
He said: ‘Watching The Crown only made my interest in the UK grow. I flew from Chile to visit Europe and there was no way I was missing the UK. Getting close to the locations where it was filmed and the real places where history took place was one of the main reasons for my trip!’
Skyscanner recorded a 27 per cent week-on-week increase in searches made by Australians for flights to the UK when season four dropped. Above: The Crown’s Prince Charles, played by Josh O’Connor and Princess Diana, played by Emma Corrin in Australia for season four
Naomi Hahn, VP of Strategy at Skyscanner, added: ‘Travellers have long been inspired by destinations they’ve seen on film and TV and now with ever more wanderlust-worthy locations on our screens, 2024 is the year we’re really going to really see “main character energy” take off, influencing our destinations of choice.
‘Skyscanner’s Travel Trends 2024 report – which gives the lowdown on the latest trends shaping traveller habits and behaviours – reveals that over half (54 per cent) of UK travellers are inspired to visit a location abroad they’ve seen featured in their favourite TV show or film.
‘With the winning combination of history and iconic landmarks depicted on screen, we’ve seen global travellers turning their attention to UK destinations for their travel plans after watching The Crown.’
Season six part two of The Crown launches on December 14.
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