HOTELS & HOLLYWOOD

After the Lord of the Rings film franchise was released so many fans flew to New Zealand they were nicknamed “Tolkien travellers.” Expedia Group says more than half of international clients’ travel plans are inspired by film and television shows. Screen tourism is so significant that in 2024 VisitBritain teamed up with the British Film Institute to harness the growth and highlight visitor experiences related to top international draws like Harry Potter, All Creatures Great and Small, Downton Abbey, Bridgerton and others. One beneficiary of this trend is Castle Howard which, thanks to Bridgerton, experienced a 3,400 per cent increase in 16-24-year-old visitors.

Film is story-telling and heritage properties have learned the advantage of telling their stories, whether about productions, famous guests or events which occurred on-site. The Chateau Frontenac has contracted with Cicerone Tours to tell the hotel’s stories. Groleau says Viator Experience Awards rate the Chateau’s tour as one of the Top 20 most popular activities in Canada.

The tour business also works for Fairmont’s other castle-like properties. Meredith Bratland, public relations manager for the Fairmont Banff Springs says a former staff member was an avid amateur historian who developed a hotel tour, which after his retirement continues. In the first seven months of 2024, 7,000 people had taken the tour.

An interesting aspect of Banff Springs’ history is how broadly staff from in-house guest services to river guides and caddies will share that Marilyn Monroe swam in the glacier-fed Bow River when she was there in 1953 with Burt Lancaster to film River of No Return.

Another of Banff’s stories is of the dancing bride who died on her wedding night falling down the curved staircase near the Cascades Ballroom. The story was given credence when The Royal Canadian Mint featured it in their “Haunted Canada” series of coins.

On a more upbeat note is John Lennon and Yoko Ono’s legendary “Bed-in for Peace.” Held in 1969 in Suite 1742 of Fairmont The Queen Elizabeth in Montreal, the couple spent a week in bed, recorded the song Give Peace A Chance and conducted 150 interviews a day with the world’s media. That event still resonates with guests and visitors says Groleau. “Many people, from all generations, still ask to see the suite. One of our bellmen takes a lot of pride in showing them the suite when not occupied by guests. He even sometimes plays them a Beatles song on his guitar.”

Naturally, the suite has been renovated over the decades, but the architects preserved the suite’s historic character. They ensured furniture placement matched how John and Yoko set it up; integrated artwork and artifacts of the era, including a vinyl copy of Give Peace A Chance, into the design; and added a wall of story boxes. Additionally says Groleau, “You can wear a virtual reality helmet and see what the suite looked like.” Thanks to the volume of media coverage of the event, videos exist to provide further context for the bed-in.

One of the world’s most filmed properties has to be the Fontainebleau Miami Beach. It’s been featured in over 20 films and television series. The Fontainebleau is where James Bond found a nude woman painted gold on his bed in Goldfinger. Pretty racy for 1964. It’s also featured in Scarface starring Al Pacino; The Bodyguard starring Whitney Houston and Kevin Costner; Jerry Lewis’ The Bellboy; The Sopranos; and The Marvelous Mrs. Maisel, and others.

While modern Canadian properties, like their host destination, often stand in for US cities, the Fontainebleau Miami Beach is famous enough to always get to be itself. Maya Vargas, account manager for Carma Connected representing the Fontainebleau, says, “Fontainebleau Miami Beach being included in iconic films and shows has made the property a part of pop culture and has added to its historical and cultural significance, making it a landmark destination for all visitors to Miami. It has given the property global exposure, attracting new potential guests who are fans of the production. This can lead to an increase in bookings, as well as leverage in marketing by using the appearance in a film or show as a selling point in its marketing campaigns, attracting both new and repeat guests. Any association with a popular film or show generates significant social media attention, further enhancing the hotel’s online presence and engagement.” And she says, “The Fontainebleau often sees a business boost when a film or show shot here experiences a revival, anniversary, or re-release.”

You don’t have to have the volume of film history of a Fontainebleau to gain traction with pop culture. Stephen King’s The Shining in the mythical Outlook Hotel, with its blood-filled elevator, ghost-like children and a crazed Jack Nicholson splintering a bathroom door with an axe (a real world talent learned as a volunteer fireman), so horrified fans they continue to visit the real Stanley Hotel in Colorado. The interest is so strong that 43 years after The Shining’s release, a $70-million, 67,000 sq. ft. Stanley Film Center opened on-site, continuing to draw film fans to this remote corner of the US.

Hosting a film or television production can be good for business. Whether the property is offering the traditional accommodations and F&B or expanding service as a film set. It helps to keep local film promotion offices—whether operated by the city or province—up to date with renovations, features, amenities and production history.

Vargas suggests, “When a hotelier is approached by a producer, it’s both an exciting opportunity and a complex decision. The property needs to get a clear understanding of the production’s scale, the areas they want to use, and the duration of the shoot. Consider whether the film or show aligns with your hotel’s brand image. If the production’s content is controversial or doesn’t match your brand values, it might not be worth the exposure. If the production is a good fit, work with the producers to ensure your hotel is portrayed in a way that enhances its appeal. Once the film or show is released, use the association in your marketing materials, social media, and advertising campaigns. And work with the production team to protect the guest experience while filming is underway.”

Famous hotels around the world, including Canada, that have appeared in films and television shows. These hotels have served as iconic backdrops that elevate storytelling, adding atmosphere and character to movies and series.