If you caught one of the latest episodes of ‘Succession’ Season 4, and had your interest piqued by the annual retreat shown, you’ll be pleased to hear it’s an actual hotel you can stay at.
The episode it was featured in saw Kendall, Shiv and Roman fly on a private jet to Europe to sweet talk Lukas Matsson, played by Alexander Skarsgård, into increasing his offer on the Waystar Royco/GoJo deal, while he’s on his annual company retreat.
While the show sets the retreat in Sweden, in real life, it’s in Norway. Located on the northwest coast of the Scandinavian country just outside the village of Valldal, Juvet Landscape Hotel is a 24-bed luxury hotel with plenty of floor-to-ceiling windows that help to take in its birch forest surrounds.
“When we saw images of the remarkable architecture and setting of Juvet, we got really excited,” said ‘Succession’ producer Scott Ferguson to Variety in October 2022. “Norway is a glorious, natural setting. It immediately seemed like a perfect place for a family gathering in the series. We studied different countries, but we realised Norway just has this exceptional landscape – like nowhere else in the world.”
Open since 2010, Juvet is described by its site as a once-in-a-lifetime escape and an architectural gem, surrounded by untamed, pristine wilderness. It has three room types: Landscape Rooms, Bird Houses and Writer’s Lodge, as well as a conference room, bath house and restaurant called The Barn that uses all Norwegian and local ingredients.
Guests can partake in activities including fjord kayaking, skiing and hiking. On the property, they’ll find small huts and coves dotted throughout, where they can enjoy a morning dip, picnic or meditation session while watching the river float by.
The hotel is closed December, January and February each year. While you can book it out in its entirety, you can also book individual rooms.
A night’s stay in one of the two Bird House rooms on an upcoming date is 4,600NOK, which is roughly AUD $640. Not too steep considering the rate includes a three-course, fine-dining dinner for two, breakfast for two and use of the property’s bath house and steam room. A minimum two-night stay is required if you’re booking over the weekend.
The interest in the ‘Succession’ company retreat is one in a long line of travel destinations, inspired by shows we’re binge watching, a trend dubbed by many as ‘set-jetting’.
In March this year, a report published by American Express revealed that more than half of Gen Z and millennials admitted to being influenced to visit the sites in which their favourite series were filmed. “Travellers are being increasingly inspired by pop culture,” Audrey Hendley, president of American Express travel, told Bloomberg at the time.
After ‘The White Lotus’ season two aired, it promptly caused flights and hotel searches to Sicily to surge. The popularity of Maui as a travel destination boomed, too, after the first season of the show, where it was shot, aired.
“The popular set-jetting trend has markedly increased interest in Maui and Taormina, with both properties experiencing a significant jump in website visits and availability checks, ultimately driving more bookings,” Marc Speichert, executive vice president and chief commercial officer at Four Seasons Hotels and Resorts, told Bloomberg.
“For the upcoming season in Taormina, the property is sold out over a number of periods and the show has also shone a spotlight on Taormina as an incredible destination.”
Even resorts around Sicily not seen in the show, including Rocco Forte and Belmond, have reportedly had a spike in tourist demand.
Related: The Rumours Were True: We Now Know Where ‘White Lotus’ Season 3 Will Be Set
Related: ‘The White Lotus’ Season 3 Will Be a “Funny Look at Death” and Spirituality
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