Le Hotel Overview

Le Hotel – Original Content

Le Hotel – The Marcel Tour

To drive hotel bookings in a fresh and unexpected way, we created an experience that turns a universal behaviour – asking for discounts – into an entire experience. After all, in hospitality, guests are always looking for upgrades… and we know that being polite to AI tends to get you further.

Welcome to LeHotel and its concierge, Marcel – a personality-driven AI who rewards charm, roasts rudeness, and always delivers with wit. Guests interact with Marcel in a live chat environment, where every message is judged in real-time.

Be delightful, and you might earn a discount code. Be rude? Expect dry wit, no rewards, and possibly a little shame. As an Easter egg, users can also tap “Take the Marcel Tour” to unlock a hidden, interactive walkthrough of LeHotel’s finest (and most absurd) facilities – narrated entirely by Marcel. Part campaign, part theatre, part emotional Turing test – LeHotel reimagines hospitality through humour, personality, and playful reward. 

Client/Brand: Dream Hotels & Resorts
CMO or Marketing Director: Sharmila Ragunanan

Agency: One Over One
Executive Creative Director: Roberto Adamo
Account Management: Megan Loock
Agency Art Director: Joseph Henry
Agency Managing Director: Kenneth Garvie
Writer: Moya McAfee

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.