Success story · Hotel Torre del Marqués

Torre del Marqués

−60%

reduction in customer service waiting time.

Case summary

Marta is the generative AI digital concierge of Hotel Torre del Marqués, the only five-star hotel in Teruel's Matarraña, “the Aragonese Tuscany”.

In the heart of the Matarraña, the Teruel district known as the 'Aragonese Tuscany', stands Hotel Torre del Marqués, the only five-star hotel in the province of Teruel. The establishment, housed in a historic building from 1702 and with occupancy levels above 75%, welcomes guests every season mainly from northern Europe and America. To offer warm, personalised service available at any time and in any language without giving up the essence of the destination, the hotel has launched Marta: a three-dimensional avatar with generative Artificial Intelligence that acts as a digital concierge 24 hours a day.

Client

Hotel Torre del Marqués

Sector

Tourism

Service

Agentes turísticos IA · Agentes IA

Stars, the only such hotel in the province.

Exclusive rooms on the estate.

Guest service languages.

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01 The challenge

Five-star service, 24 hours a day and in any language.

The luxury rural tourism audience has very demanding expectations: warm, personalised service, available at any time of day and in their own language, with a level of detail that an eighteen-room boutique establishment can hardly sustain with physical staff around the clock. Torre del Marqués, with more than 75% of its occupancy coming from northern Europe and America, needed a solution that would widen the guest service window, cover night-time and low-demand hours, and speak several languages without giving up the establishment's essence: exclusivity, warmth and hospitality with a local soul.

02 The solution

Marta, the digital concierge with the soul of the Matarraña.

The solution is Marta, a three-dimensional avatar powered by generative Artificial Intelligence that acts as the hotel's digital concierge. Accessible from the establishment's tablets, Marta accompanies guests throughout their stay in six languages and 24 hours a day. She can book a gourmet truffle-hunting session, sign guests up for the horse-riding route across the estate, recommend visits to Valderrobres or Beceite and reserve a table at the restaurant. Marta becomes the gateway to everything the Matarraña offers —gastronomy, landscapes, heritage and activities— with warm, natural service that never intrudes on the guest's rest.

Next step

Conseguimos atender en el turismo rural 24/7 y en 6 idiomas. What could we achieve working with your company?

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Key learnings

What this case teaches the sector.

Un hotel boutique no puede sostener atención 24/7 con personal físico.

En establecimientos de 18 habitaciones, la economía del servicio impide mantener recepcionistas multilingües todas las horas del día. Un concierge digital cubre las horas nocturnas y de baja demanda operativa, sin comprometer la presencia humana en las horas donde el trato personal cinco estrellas resulta insustituible.

La IA no compite con el alma del destino, lo pone en valor

En turismo rural de lujo, el visitante busca autenticidad, silencio y desconexión. Un avatar IA bien diseñado no rompe esa promesa: la refuerza. Se convierte en la puerta de entrada al destino —sus tradiciones, su gastronomía, su paisaje— sin invadir la sensación de descanso ni desdibujar la esencia rural.

El huésped internacional espera hablarle en su idioma.

Cuando más del 75% de la ocupación procede del norte de Europa y América, el multilingüismo pasa de ser un plus a un requisito. Un concierge digital con seis idiomas garantiza que cada huésped reciba la información con precisión, en el idioma en que la comprende mejor.

La IA descentraliza el acceso a la innovación turística.

Convertir un pueblo del Matarraña en referente de innovación tecnológica turística demuestra que el acceso a la IA de última generación no depende de la escala de la infraestructura. Un hotel boutique en un edificio de 1702 puede liderar el sector tanto como un gran resort urbano contemporáneo.

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