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

Artificial intelligence travel agents · Artificial intelligence agents

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

We are able to provide 24/7 service in rural tourism in 6 languages. What could we achieve working with your company?

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Key learnings

What this case teaches the sector.

A boutique hotel cannot maintain 24/7 attention with physical staff.

In establishments with 18 rooms, the economy of service prevents maintaining multilingual receptionists around the clock. A digital concierge covers the nighttime and low-demand hours of operation, without compromising the human presence during those hours where five-star personal service is irreplaceable.

AI does not compete with the soul of destiny; it enhances it.

In luxury rural tourism, the visitor seeks authenticity, silence, and disconnection. A well-designed AI avatar does not break that promise: it reinforces it. It becomes the gateway to the destination—its traditions, its gastronomy, its landscape—without invading the sense of rest or blurring the essence of the countryside.

The international guest expects to speak to him in his own language.

When more than 75% of the staff comes from Northern Europe and America, multilingualism becomes a requirement rather than an advantage. A digital concierge with six languages ensures that every guest receives the information accurately, in the language they understand best.

AI decentralizes access to tourism innovation.

Turning a town in the Matarraña region into a benchmark for technological innovation in tourism demonstrates that access to cutting-edge AI does not depend on the scale of infrastructure. A boutique hotel in a 1702 building can lead the sector just as well as a large contemporary urban resort.

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