Sofitel's Luxury Hotel Life Makes a Bold Entrance on TikTok

A pioneer in French luxury hospitality, Sofitel takes a new step forward with its official launch on TikTok, the platform shaping cultural trends for new generations. With Sofitel Encounters, a serial format of digital content, the brand explores a new narrative territory where luxury is told with humour, aesthetics, and spontaneity.

This campaign is broadcast on TikTok, Instagram, Facebook, and YouTube.

When digital codes reinvent the narrative of luxury hospitality

With three episodes scheduled to date, the series features extravagant characters in iconic Sofitel encounters – from a bestselling author captivating the staff with his stories to a woman whose morning routine is choreographed down to the finest detail, or even a silent duel to preserve one’s Sofitel MY BED.

Each moment, however ordinary it may seem, becomes a scene of life that transcends the hotel walls, embedding itself in the collective imagination and resonating with the habits of today’s travellers. Sofitel Encounters thus transforms everyday hotel moments into true cultural references.

Created in collaboration with Publicis Luxe and directed by Fabio de Frel, the campaign captures the essence of those unique interactions that make a Sofitel stay a singular experience. Blending refined aesthetics with a playful tone, the brand shapes a new, more contemporary narrative of luxury.

With this campaign, Sofitel is not merely exploring a new digital space but reinforcing its presence in the world of lifestyle and creativity. Each episode celebrates the brand’s signature sophisticated rituals, from La Haute Croissanterie - an homage to pastry making craftsmanship elevated with local influences - to Sofitel MY BED, a reinvented sleep experience.

Digital as a Gateway to a New Era of Luxury

Sofitel’s arrival on TikTok marks a strategic turning point: one of a more connected, more human, and bolder luxury. The brand speaks to the travellers of tomorrow with content that goes beyond traditional luxury codes, embedding itself in a dynamic of culture and engagement. This campaign highlights Publicis Luxe's expertise in digital storytelling and social engagement, redefining luxury codes to seamlessly integrate into an ever-evolving digital culture.

“This new campaign marks a bold step in elevating the Sofitel brand through fresh and dynamic content that appeals to a younger and increasingly important audience for our brand. By blending refined storytelling with engaging and relatable humour, we want to connect all of our audiences in an authentic way on all the platforms they love” said Xavier Royaux, chief marketing officer of Sofitel, MGallery and Emblems.