Abstract
This article offers an analysis of the digital communication of Parisian palaces focusing on the textual description of their exceptional suites. Grounded in the framework of cognitive discursive semantics, the study draws on a frame-based approach to examine how discourse transforms material features into a desirable symbolic experience. Based on a corpus of descriptions taken from institutional websites, the analysis highlights a discursive structuring built on the articulation of central and peripheral frames, combining objectification, experiential projection, and social legitimation. The findings show that these discursive dispositives do not merely enhance the value of a hotel offering, but actively contribute to the normative construction of luxury by anchoring it in a specific cultural and urban imaginary, particularly that of Paris. This contribution thus emphasizes the strategic role of discourse in the creation of symbolic value at the core of business communication in the luxury sector.