Plenty of travelers may have watched Netflix’s “Emily in Paris” and hoped they might have a chance to live like Emily Cooper as she explores the City of Love in all its glamour. And now, some will have the chance.
Dharma, a travel startup that offers trips hosted by influencers and brands, has paired up with Paramount Global to offer “ultra-curated group trips” built around the show, with itineraries that are meant to “capture the vibrant and enchanting world” of actress Lily Collins’ Emily. Bookings open Thursday for the first trip that is scheduled for April.
This is the latest effort in what has come to be known as "set-jetting" - traveling to destinations and properties seen on the sets of movies and TV shows. In April, Expedia Group Media Solutions announced a solution to help its partners create “shoppable” video content.
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According to Dharma co-founder and CEO Charaf El Mansouri, these kinds of trips align with the startup's “core conviction” that travel’s future is not just about “where” but about “why.”
“Series like ‘Emily in Paris’ make you wish there was a ‘Book This Trip’ button at the end of every episode,” Mansouri said. “That’s the opportunity ahead, and the kind of transformational travel so many of us seek.”
When asked if there will be information about the trips in the show's upcoming season four episodes, Dharma co-founder and chief experience officer Leah Howe said, “Not at launch, but with current trends around prioritizing experiences over things, experiences like these might just be the ‘merch’ of the future.”
Dharma will manage the bookings, payments and guest experience, and the trips will be hosted by lifestyle influencers, called “Emileaders.”
Each trip will include immersive fashion, romance and lifestyle-related experiences that are akin to some of those moments Emily has on screen. The lineup includes designer atelier visits, a course on the art of seduction inspired by Sylvie Grateau - Emily’s ever-stylish boss - and a Lillet-spritz cocktail-making lesson at a rooftop bar.
Paramount’s Marie Marks, senior vice president of themed experiences, expressed excitement about the partnership with Dharma.
“People want to participate in experiences that bring their favorite brands to life in compelling and innovative ways that extend beyond the screen,” Marks said.
The trips are meant to include groups of between eight and 16 people and start at $2,700 per person for a four-night experience, not including flights and insurance.