Lure Agency

What Lure Agency does

Lure Agency is a privately held, bootstrapped B2B marketing agency founded in 2012 and headquartered in Lakeside, California, with a secondary office in Boulder, Colorado. The firm specializes exclusively in the hospitality vertical, serving independent hotels, resorts, conference centers, and the vendor/supplier ecosystem that sells into them (technology, construction, F&B, linen management). The core offering is the trademarked WINS Method™, a four-part training and alignment framework (Website, Intel, Nurture, Sell) that operationalizes the agency's "Science and Soul" methodology, supplemented by proprietary tools including RevlyCRM™, Warm Prospecting™, Sales on Tap™ (a training community), and The AI Bar (an AI readiness assessment).

The business model is a tiered services construct with no long-term contracts. New clients enter through a one-time $2,500 WINS Method Alignment Series, then migrate into one of three subscriptions: DIY ($1,800/yr, self-serve templates and AI-enhanced playbooks), Done With You (from $2,500/mo, guided execution), or Done For You (from $3,500/mo, full-service management). All tiers include VIP access to Sales on Tap. Revenue is generated through recurring retainers plus entry-fee professional services, with reported client retention averaging three years and a documented seven-year relationship with Coury Hospitality. Go-to-market is sales-led and consultative, supported by content marketing (InnSync Show, AI Bar assessment, The List community), vendor partnerships (SharpSpring Platinum, Constant Contact Advisory Board, Keap Elite), and category-specific thought leadership across hospitality media.

Founded by Cory Falter (Partner & Visionary) and Susan Tucker (Partner & Integrator), who have led the firm together since 2015, Lure Agency operates with a small team and no external institutional capital. The agency carries vendor certifications across SharpSpring, Constant Contact, and Keap, holds six trademarked methodologies, and has executed strategic partnerships with management companies (Benchmark, Pyramid Global, Oxford, EOS), independent resorts (Stonewall, Wingspread, Sanderling, Hammock Beach, Westin Rancho Mirage), and a growing roster of hospitality-tech vendors (Laundris, TTI Technologies, StoreHouse Technologies).

Name

Lure Agency

Legal name

Lure Agency

Website

https://lureagency.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Lure Agency is a privately held, bootstrapped B2B marketing agency serving hospitality clients — independent hotels, resorts, and the vendor/supplier ecosystem — through a tiered service model anchored on the proprietary WINS Method™ training framework.

Ownership category

akta.pro rank

Product category

Hospitality Marketing Services

NAICS

Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA)

Keywords

• Hospitality marketing agency
• B2B sales training
• Marketing automation services
• CRM consulting hospitality
• Social selling training

Headquarters

HQ city

Lakeside

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. The WINS Method™ Alignment Series: One-time 4-part alignment series that provides clarity on Website, Intel, Nurture, and Sales. This is the entry point for client engagements before moving to ongoing service tiers.
2. DIY (Do It Yourself) Tier: Annual subscription providing access to WINS Method™ templates, AI-enhanced playbooks, and ready-to-use content kits updated monthly. Self-service execution model.
3. Done With You Tier: Monthly retainer with hands-on guidance, real-time support, and accountability. Post-WINS alignment series with ongoing thought partnership.
4. Done For You Tier: Full-service monthly retainer covering strategy through execution - content, outreach, automation, and optimization managed end-to-end.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Lure Agency is a hospitality-focused B2B marketing agency that helps hotels, resorts, conference centers, and hospitality vendors fill their sales pipelines through the proprietary WINS Method™ (Website, Intel, Nurture, Sell) training system and tiered service offerings ranging from DIY templates to full-service managed execution. The agency's services span CRM consulting, social selling training, website development, content marketing, AI readiness assessments, and sales training through its Sales on Tap™ community platform, with all engagements designed to align marketing and sales teams around measurable conversion improvements (typically 15-20% year-over-year).

Product overview

Lure Agency is a hospitality B2B marketing agency offering a unified methodology-based service portfolio centered on The WINS Method™—a hospitality-first training system covering Website, Intel, Nurture, and Sales. Services are delivered through three tiers: DIY (access to templates and AI-enhanced playbooks), Done With You (monthly guidance), and Done For You (full-service management). Core proprietary tools include RevlyCRM™ (their CRM solution), Sales on Tap™ (sales training community), and Warm Prospecting™ (relationship-focused outreach methodology). Additional services encompass social selling training, CRM consulting, website development, and the AI Bar/Marketing Assessment tools for getting hospitality teams AI-ready. The agency operates a 'Science and Soul' approach combining data-driven strategies with human connection.

Differentiator

Problem solved

Functional benefit

Brands

• The WINS Method™: A hospitality-first training system designed to bring clarity, confidence, and consistency to how sales teams show up, focusing on Website, Intel, Nurture, and Sales.
• Warm Prospecting™
• Sales on Tap™
• RevlyCRM™
• Lucy's Lounge

Products and services

• The WINS Method™ Alignment Series A 4-part hospitality-first training system designed to bring clarity, confidence, and consistency to hotel sales teams. Covers Website, Intel, Nurture, and Sales components as a custom alignment series. $2,500 one-time investment.
• DIY Tier (Do It Yourself) Annual subscription providing access to WINS Method™ templates, AI-enhanced playbooks, and ready-to-use content kits updated monthly. Self-service execution model at $1,800 per year.
• Done With You Tier Monthly retainer with hands-on guidance, real-time support, and accountability. Post-WINS alignment series with ongoing thought partnership. Starting at $2,500 per month.
• Done For You Tier Full-service monthly retainer covering strategy through execution - content, outreach, automation, and optimization managed end-to-end. Starting at $3,500 per month.
• RevlyCRM™ Proprietary CRM solution designed for hospitality sales teams, enabling lead management, nurturing sequences, and pipeline tracking for B2B hospitality marketing.
• Sales on Tap™ Hotel sales training community and learning platform offering actionable sales training designed for modern buyers, with VIP access included in all service tiers.
• CRM Consulting Services

Quantifiable outcome

• Conversion rate improvements typically in the 15-20% range year over year
• +3 more outcomes

Named customers11 records

Segments3 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

AI capability3 records

Feature6 records

Partnerships

21 partnerships are on record, tiered core, flagship and minor.

• LaundriscoreGTM or Marketing Partner · 28 April 2026Laundris partners with Lure Agency to expand adoption of their AI linen management platform in the hospitality industry. Lure provides marketing services to help Laundris reach hotel decision-makers and drive platform adoption.
• Benchmark Resorts & HotelsflagshipStrategic or Co-development Partner · 3 November 2025Benchmark Global Sales and Lure Agency partner to accelerate direct group revenue for independent hotels. Strategic partnership leveraging Lure's WINS Method™ to drive revenue performance across Benchmark's portfolio.
• Saddlebrook ResortcoreGTM or Marketing Partner · 11 February 2025Lure Agency serves up winning partnership with Saddlebrook Resort to support their marketing and sales efforts in the hospitality space.
• Crotonville Conference CentercoreGTM or Marketing Partner · 1 August 2024Partnership to welcome wider audience to GE Crotonville's iconic corporate learning and development venue. Lure Agency leverages Science & Soul methodology to promote Crotonville's newly accessible offerings and build awareness.
• United EVENTurescoreStrategic or Co-development Partner · 1 July 2024Partnership to help spread awareness in event engagement. Collaboration aims to build relationships with hotel sales teams so they can enhance on-property team-building activities. Combines Lure's Science and Soul methodology with United EVENTures' hands-on event expertise.
• Sanderling ResortcoreStrategic or Co-development Partner · 15 January 2024Strategic partnership to elevate beach events in the Outer Banks. Collaboration set to revolutionize hosting of team retreats and assist those new to event planning. Utilizes W.I.N.S. strategy for relationship-building.
• Constant ContactflagshipTechnology or Integration · 3 January 2024Cory Falter joins Constant Contact Agency Advisory Board - exclusive board with less than 25 elite agency partners. Provides early access to product innovations, collaboration with leadership, and influence on future developments. Lure Agency is a certified Keap partner as well.
• Cayuga Hospitality ConsultantsminorGTM or Marketing Partner · 30 October 2023Video feature and collaboration with Cayuga Hospitality Consultants on hospitality startup code and standing out in crowded markets.
• HotelExecutiveminorGTM or Marketing Partner · 12 October 2022Partnership with HotelExecutive, a trusted resource in hospitality, to expand reach and thought leadership in the industry.
• Oxford Hotels & ResortscoreGTM or Marketing Partner · 15 January 2022Partnership to increase awareness with guests and Bay Area community. Oxford is an award-winning full-service hotel management company with hotels, resorts and conference centers throughout the US.
• TTI TechnologiescoreGTM or Marketing Partner · 16 September 2021Partnership to help promote the benefits of innovation in the hospitality industry. TTI Technologies bridges the gap between technology and human interaction with business centers, mobile printing, and Passport/ID scanners.
• Stonewall ResortflagshipGTM or Marketing PartnerLong-standing client partnership with Stonewall Resort - a unique lakeside destination for vacations, meetings, weddings, reunions and romantic getaways in 1,900 park acres.
• ComOpscoreStrategic or Co-development PartnerPartnership with ComOps combining strategic consulting expertise with execution, offering decades of experience in revenue management, contact center operations, digital marketing, and customer/employee experience.
• EOS HospitalitycoreGTM or Marketing PartnerEOS Hospitality is a forward-thinking hotel management company elevating independent properties through thoughtful operations, strong culture, and exceptional guest experiences.
• Pyramid Global HospitalityflagshipStrategic or Co-development PartnerPartnership with Pyramid Global Hospitality (including PyramidWorks) bringing people-first hospitality to life across a diverse portfolio of hotels, resorts, and destinations worldwide.
• LondonHouse ChicagocoreGTM or Marketing PartnerPartnership with LondonHouse Chicago - a hotel that blends historic elegance with modern luxury, featuring stunning skyline views and upscale meeting spaces at the crossroads of the Chicago River and Magnificent Mile.
• WingspreadflagshipGTM or Marketing PartnerFlagship partnership with historic Wingspread property noted for its unique Frank Lloyd Wright design near Lake Michigan in Racine, Wisconsin. Most successful year in Wingspread history (2022) achieved through the partnership.
• Hammock Beach Golf Resort & SpacoreGTM or Marketing PartnerPartnership with premier oceanfront resort combining luxury accommodations, championship golf, and family-friendly amenities along Florida's Atlantic coast.
• RSM2 ContractorsminorGTM or Marketing PartnerPartnership with RSM2 Contractors serving boutique properties to luxury resorts, building fully functional luxurious spaces.
• Windrose on HudsonminorGTM or Marketing PartnerPartnership with Windrose on Hudson offering state-of-the-art facilities and natural serenity for corporate conferences, training programs, and team-building retreats in New York's scenic landscapes.
• Newman Windows & DoorscoreGTM or Marketing PartnerPartnership with premier window and door replacement company serving Southern California hospitality with VIP experience since 1993.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Others

• HSMAI (Hospitality Sales and Marketing Association International): HSMAI is a hospitality industry association that Lure has been featured in and engaged with for thought leadership. It is an adjacent industry-body peer that influences buyer mindshare and standards in the same verticals Lure serves.
• Leonardo (hotel digital media platform): Leonardo is a hospitality technology platform providing visual content management, media distribution, and digital marketing tools to hotels. It is an enabling/ecosystem player that intersects with Lure's vendor-side marketing operations rather than a direct agency competitor.

Direct peers

• Tambourine: Tambourine is a digital marketing agency focused on hospitality and tourism, providing website design, demand generation, and CRM services. It is a direct competitor in the hospitality B2B marketing agency space where Lure Agency operates.
• Blue Magnet Interactive: Blue Magnet Interactive is a hospitality-focused digital marketing agency providing SEO, paid media, and website services to hotels. It targets the same independent hotel and resort buyer segment as Lure Agency.
• HEBS Digital: HEBS Digital is a leading hospitality digital marketing agency offering website design, digital advertising, and CRM services to hotels and resorts. It competes directly with Lure Agency for hospitality B2B marketing budgets and uses a similar vertical-specialist positioning.
• Screen Pilot: Screen Pilot is a digital marketing agency serving hotels and resorts with website design, CRM, and direct digital services. It operates in the same hospitality B2B marketing niche with overlapping CRM and sales enablement capabilities.
• Net Affinity: Net Affinity is a digital marketing agency serving the hospitality industry with website design, SEO, paid media, and CRM integration services. It is a comparable hospitality-focused agency competitor.
• Milestone Inc. Milestone is a hospitality digital marketing agency and technology provider offering website platforms, SEO, and martech for hotels. It is a comparable vertical-specialist agency that Lure competes against for hospitality marketing contracts.

Broad incumbents

• Travel Tripper: Travel Tripper is a broader hotel technology and digital marketing provider offering booking engines, websites, and media services to hotel chains and independents. It is an incumbent that overlaps with Lure's hospitality marketing and CRM scope but operates at larger scale.

Regional players

• Cayuga Hospitality Consultants: Cayuga Hospitality Consultants is a hospitality consulting firm that collaborates with Lure Agency on video features and hospitality startup advisory. It is a regional/comparable hospitality services peer with adjacent revenue-management and consulting offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lureagency
• YouTubeyoutube.com/channel/UCx0iB_0ZJVf2yP4OGUnG9JA
• LinkedInlinkedin.com/company/lure-agency
• Facebookfacebook.com/LureAgency

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Lure Agency