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Travel and hospitality

Sofitel makes TikTok debut with episodic campaign

March 27, 2025

The series is also available on Instagram, Facebook and YouTube. Image credit: Accor The series is also available on Instagram, Facebook and YouTube. Image credit: Accor

 

By Zach James

Hospitality brand Sofitel Hotels & Resorts is expanding its digital horizons with its latest marketing effort.

This month, the label launched “Sofitel Encounters,” a video-centric, episodic campaign that spotlights its properties’ high-end features with the help of cinematic presentation. The release also marks the company’s debut on TikTok, expanding its reach to one of the largest social media platforms in the world.

“This new campaign marks a bold step in elevating the Sofitel brand through fresh and dynamic content that appeals to a younger and increasing/y important audience for our brand,” said Xavier Royaux, chief marketing officer at Sofitel, MGallery and Emblems, in a statement.

“By blending refined storytelling with engaging and relatable humor, we want to connect all of our audiences in an authentic way on all the platforms they love.”

Enjoying the stay
Launched on March 17, the film series depicts a collection of humorous short stories framed inside Sofitel’s global collection of hotels.

Split into three episodes, which are then divided into three distinct parts, the initiative follows multiple characters as they take part in multiple parts of the hotelier’s high-end offerings and on-site experiences.

Sofitel presents “It’s Giving Luxury”

Released over time, the first episode is not available to view in its entirety. The three shorts that make up the presentation showcase two guests as they enjoy items from the brand’s sleep menu while resting in bed.

The couple is then interrupted by a woman who reveals they’re inhabiting her room; when they ignore her and refuse to leave, she joins them in resting on the mattress. Future parts of the narrative will explore other aspects of the properties, including perfectionist chefs and the friendly relationships built between staff and travelers.

The campaign was created in collaboration with luxury marketing firm Publicis Luxe and Spanish filmmaker Fabio de Frel, who has worked with other prominent brands, such as Kenzo, Porsche, Vinted and Adidas, among others.

More of the series will be released in the coming weeks

Some parts tribute popular social media content types, with ASMR-style pillow reviews, food reviews, behind-the-scenes glimpses and conceptual comedy factoring into several episodes. With this styling, the videos aim to appeal to the “Zillenial” audience, made up of Gen Z and millennial consumers, those who are most prevalent on TikTok and other similar platforms.

Reel inspiration
“Sofitel Encounters” is the latest in a string of cinematic campaign releases in the luxury segment.

In the past several months, high-end hoteliers have taken inspiration from the big screen for their marketing endeavors, saluting clichés, Hollywood talents and cherished filmmaking techniques.

The trend started in Sept. 2024 with the release of “The Butler Did It,” a series from luxury hospitality brand Raffles Hotels & Resorts that plays on the trope of servants being behind on-screen crimes (see story). Marriott International’s luxury brand The Ritz-Carlton followed it up the next month with a campaign forged in collaboration with Spanish high-end menswear label Late Checkout that starred American actor Josh Hutcherson (see story).

Over the next several months, hospitality brand Shangri-La Hotels & Resorts (see story) and LVMH-owned hospitality group Belmond (see story) released filmic initiatives centered on family travel and “slow luxury,” respectively.

 
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