Lumi Hospitality

What Lumi Hospitality does

Lumi Hospitality is a women-founded and operated marketing agency based in Hartford, Connecticut, founded in 2016 by CEO Melissa Melonson. The firm provides full-service marketing across four functional pillars — Sales, Marketing, Technology, and Events & Programming — organized into three industry verticals: Hospitality Marketing (hotels and resorts with direct-booking strategies), Real Estate Marketing (lease-up and lead generation for developers), and Destination Marketing (tourism boards and municipalities). Core service offerings include branding and strategy, advertising campaigns, digital marketing, Webflow-based websites and hosting, events and programming, photography and video, sales strategy, and social and influencer management.

The company's technology foundation is the Webflow CMS, on which Lumi builds ADA-compliant, customizable websites with integrations into booking engines, POS systems, CRM platforms, and property management software. A multi-property back-office dashboard allows hotel and restaurant groups to manage multiple sites centrally. Service delivery follows a direct-to-expert model that eliminates agency middlemen, giving clients direct access to senior creative and technology staff. Revenue is generated through a mix of progressive subscription retainers for ongoing marketing services, project-based website builds with optional maintenance subscriptions, and professional services engagements for events, programming, and content production.

Lumi serves enterprise hospitality and real estate clients including St. Regis, InterContinental, The Goodwin Hotel, Serafina Beach Hotel, Condado Ocean Club, Vanderbilt Residences, and North Crossing / The Pennant, alongside government and nonprofit engagements for the City of Hartford, Town of Canton, City of Danbury, Hartford Chamber of Commerce, and Bushnell Park Foundation. The company is privately held with 11-50 employees and has been described in Hartford Business press coverage as doubling both headcount and revenue year over year under VP Amanda Call.

Name

Lumi Hospitality

Legal name

Lumi Hospitality

Website

https://lumi-hospitality.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Lumi Hospitality is a women-founded, Hartford-based marketing agency serving hospitality, real estate, and destination-marketing clients with Webflow-based websites, digital marketing, branding, and event programming delivered through a direct-to-expert subscription model.

Ownership category

akta.pro rank

Product category

Hospitality, Real Estate and Destination Marketing Services

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Guest Experience & Engagement (CRM, Messaging, Loyalty) (THALACAF)

Keywords

• Hospitality marketing services
• Real estate marketing agency
• Destination marketing organization
• Brand strategy consulting
• Website development services

Headquarters

HQ city

Hartford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Marketing Services Subscription: Subscription-based pricing model providing ongoing marketing services including branding, digital marketing, social media management, and advertising campaigns. Customers pay recurring subscription fees for continued service.
2. Website Design and Development: Custom website development on Webflow CMS. Project-based pricing with optional monthly subscriptions for technical support and maintenance. Ownership transfers to client after build completion.
3. Event Production and Programming: Events and programming services including event management, sponsorship coordination, festival execution, and recurring live programming for destinations and hospitality brands.
4. Photography and Video Production: On-brand content creation services including architectural, lifestyle, food and beverage photography, drone footage, video editing, and creative direction through an extensive photographer and videographer network.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels11 records

Core offering

Lumi Hospitality is a full-service marketing agency delivering branding, digital marketing, advertising, custom website development (on Webflow), events and programming, photography and video, sales strategy, and social media management for hotels and resorts, real estate developers, destination marketing organizations, and food and beverage brands. The firm operates on a progressive subscription pricing model with direct access to senior strategists.

Product overview

Lumi Hospitality is a women-founded and operated marketing agency offering full-service solutions across Sales, Marketing, Technology, and Events & Programming. The company operates three industry vertical services: Hospitality Marketing (for hotels and restaurants), Real Estate Marketing, and Destination Marketing. Their core service offerings include Branding & Strategy, Advertising Campaigns, Digital Marketing, Websites & Hosting (built on Webflow), Events & Programming, Photography & Video, Sales Strategy, and Social & Influencer management. They specialize in direct-booking strategies for hotels, lease-up strategies for real estate, and destination branding for municipalities. The company is led by Founder and CEO Melissa Melonson and follows guiding principles of Excellence, Empathy, and Evolution.

Differentiator

Problem solved

Functional benefit

Products and services

• Branding & Strategy

Quantifiable outcome

• 1,784% Average ROAS for The Goodwin Hotel campaigns
• +9 more outcomes

Named customers18 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Hartford HealthcarecoreStrategic or Co-development PartnerHartford Healthcare partnered with the City of Hartford and Lumi Hospitality for the DominGO Hartford Open Streets program in 2022. Hartford Healthcare was a program sponsor supporting Connecticut's first Open Streets initiative that transformed city streets into car-free public spaces.
• Business Travel & Leisure Alliance (BLLA)minorGTM or Marketing PartnerLumi Hospitality displays BLLA (Business Travel & Leisure Alliance) logo on their website footer, indicating membership or partnership with this industry association for hospitality and travel professionals.
• Metro Hartford AlliancecoreStrategic or Co-development PartnerMetro Hartford Alliance partnership visible on Lumi's client portfolio for Experience Hartford destination marketing initiative. Collaborative effort to promote Hartford as a destination for locals and visitors.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• MMGY Global: MMGY is a large integrated marketing firm focused on travel, tourism, and hospitality with global reach. It competes with Lumi for hotel and destination marketing clients but serves a much broader portfolio of enterprise accounts.
• Cendyn: Cendyn is a hospitality-focused technology and marketing platform offering CRM, email, metasearch, and digital media solutions to hotels. Overlaps with Lumi in digital marketing services but competes more on technology infrastructure.

Direct peers

• Screen Pilot: Screen Pilot is a digital marketing agency specializing in hotels, resorts, and restaurants with web, SEO, paid media, and CRM services. It is highly comparable in services offered and target customer profile.
• Milestone Inc. Milestone is a hospitality digital marketing agency focused on hotels and restaurants, offering website design, SEO, paid media, and direct-booking optimization. Strong overlap with Lumi's hospitality vertical.
• Travel Media Group: Travel Media Group is a hospitality marketing agency offering websites, SEO, reputation management, and social media for hotels. Comparable vertical focus and service portfolio to Lumi.
• Blue Magnet Interactive: Blue Magnet is a boutique digital marketing agency serving hotels and restaurants with SEO, paid media, and website services. Comparable in size and vertical focus to Lumi.
• Fuel Travel: Fuel Travel is a digital marketing agency specialized in hotels and resorts, offering website design, SEO, paid media, and social media. Direct comparable in vertical and service mix to Lumi's hospitality marketing offering.
• Tambourine: Tambourine is a hospitality-focused digital marketing agency offering branding, web design, digital advertising, and CRM/email for hotels and resorts. It is the closest comparable to Lumi in terms of service mix and vertical specialization.

Emerging players

• OpenHotel: OpenHotel provides direct-booking technology and digital marketing solutions for boutique and independent hotels. Partial overlap with Lumi's direct-booking strategy focus but more product/tech oriented.

Regional players

• HotelREZ Hotels & Resorts: HotelREZ is a soft-brand hotel representation and marketing company primarily serving independent hotels in the UK and Europe. Adjacent to Lumi's hospitality marketing offering but with a regional and representation-led model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LumiHospitality
• LinkedInlinkedin.com/company/lumihospitality
• Instagraminstagram.com/lumihospitality

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lumi Hospitality