LUMA Hotels

Overview

LUMA Hotels, a boutique brand with locations in NYC and San Francisco, sought to enhance their digital presence, drive bookings, and boost revenue in a competitive hospitality market. They implemented a multi-channel strategy spanning PPC, Paid Social, Programmatic, and SEO to capture guests across all stages of the booking journey.

Problem

LUMA Hotels faced the dual challenge of low online visibility in a competitive industry and operational setbacks, including the shutdown of Meta Ads Manager in 2023. These issues led to declining bookings and revenue, necessitating a comprehensive strategy to rebuild their paid social presence and elevate visibility across all digital channels.

Solution

To address these challenges, LUMA Hotels adopted a comprehensive and cohesive digital marketing strategy designed to target potential guests at every stage of the booking journey. The PPC efforts included a mix of Performance Max, Non-Brand, and Branded Search campaigns, leveraging Google’s machine learning to optimize ad placements and ensure visibility among both general travelers and those specifically searching for LUMA Hotels. Simultaneously, the Paid Social strategy involved rebuilding their Meta Ads Manager accounts from scratch and deploying a variety of campaign types, including evergreen promotions, seasonal offers, and event-specific ads. These campaigns were enhanced through rigorous creative testing, refining formats such as carousels, videos, and static images to identify the most engaging content.

The SEO strategy focused on elevating LUMA Hotels’ organic visibility by optimizing their website structure, improving on-page content, and targeting highly relevant keywords related to boutique hotels and luxury accommodations in their locations. A detailed keyword analysis was conducted to identify gaps in visibility and uncover opportunities for growth. The site’s technical SEO was fine-tuned to improve indexing and page load speed, ensuring a seamless user experience that met search engine standards. Content efforts included optimizing key landing pages with rich descriptions and metadata, enhancing their ranking potential for competitive search terms.

The Programmatic strategy used advanced HTML5 graphics to deliver display ads that increased top-of-funnel awareness while serving as timely reminders for bottom-funnel conversions. Messaging centered on LUMA’s TripAdvisor Awards, reinforcing trust and credibility among potential guests.

This integrated approach ensured that LUMA Hotels engaged their audience across multiple platforms, driving awareness, consideration, and conversion in a cohesive and effective manner.

Results

The multi-channel strategy delivered exceptional growth:

• Overall Revenue Growth: +445% YoY.
• Bookings: +413% YoY.
• Traffic: Website page views increased by +906% YoY.