Pioneer of French luxury hospitality, Sofitel is redefining storytelling with Sofitel Encounters – an innovative video series that takes audiences through a unique blend of elegance, humour, and cinematic artistry. Launching on 17th March 2025, the series will be rolled out across the brand’s global Instagram, Facebook and YouTube channels, and in a first for Sofitel, TikTok.
A playful peek inside the world of hospitality
Created in collaboration with the leading luxury creative & digital agency, Publicis Luxe, and directed by Spain-based film director Fabio de Frel, Sofitel Encounters takes audiences on a journey of heartfelt encounters experienced between guests and employees. From perfectionist Chefs debating the art of croissant-making in the kitchen to special friendships made between guests and hotel staff – the series takes viewers behind the grand lobbies and plush suites to provide a relatable, yet irresistibly chic look at the inner-workings of some of the world’s most luxurious hotels.
Three episodes, released in three separate parts, each introduce a fresh lineup of eclectic characters including an eccentric bestselling author who entertains the hotel staff with his imaginative story ideas, to a sophisticated woman with a morning routine so elaborate it borders on the surreal.
Whether it’s an ASMR-style pillow menu review, a delectable croissant tasting ritual, or a silent comedic standoff between guests who refuse to give up their Sofitel MY BED, Sofitel Encounters delivers a refined yet playful take on what makes a Sofitel stay so unforgettable.
Luxury storytelling reimagined
The video-series marks a new era for Sofitel’s social media presence with the brand moving towards more snackable and relatable storytelling that reaches its ever-increasing Zillenial audience.
Episodes offer an immersive look into behind-the-scenes content that invites viewers to virtually experience a stay in Sofitel’s world of luxury. Sofitel’s signature French Zest, a nod to the brand’s French roots, is the core of the series with each episode highlighting a key tenet of the guest experience including the brand’s elevated croissant experience that fuses French tradition with local flavours, La Haute Croissanterie, and its luxurious personalised sleep experience, Sofitel MY BED.
Celebrating Sofitel’s official launch on TikTok
The release of the video-series marks Sofitel’s official launch onto TikTok, reaffirming the brand’s commitment to building connections with a new generation of travellers by prioritising video-first content in a bold and entertaining way.
“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 humor, we want to connect all of our audiences in an authentic way on all the platforms they love.” – Xavier Royaux, Chief Marketing Officer of Sofitel, MGallery and Emblems.
Follow Sofitel on Instagram, Facebook, Youtube and TikTok to be first to see the series and experience the beauty, charm, and delightful quirks of luxury hospitality – one impeccably crafted vignette at a time.
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