January 24, 2018

Case Study: Multichannel Cyber Monday Campaign

Winter in NYC is a slow season, and the newly opened LUMA Hotel Times Square needed to boost brand awareness amongst tourists looking to experience a unique Manhattan winter getaway and steal market share from their comp set.


What’s the end goal?

This campaign’s goal was to generate awareness and buzz surrounding the LUMA brand and promote direct bookings during the hotel’s first New York City winter season.


How did we solve it?

A multichannel campaign was launched for Cyber Monday in order to increase occupancy for the hotel, with a limited time offer encouraging potential guests to book rooms during LUMA’s need period. With 35% off all rooms and suites and complimentary sangria and Wi-Fi, LUMA was able to gain substantial bookings and increase brand awareness through the flight of the campaign.


The proof:

This campaign increased occupancy for the hotel by filling 410 nights through 83 individual bookings. The Limited Time Offer encouraged potential guests to book rooms during the need period which helped LUMA see 13 times their investment (1,338% ROAS).


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About NextGuest:

NextGuest provides hoteliers with everything they need to thrive in the digital world, with bespoke technology solutions developed to meet the needs of luxury hotel clients coupled with elegant design capabilities that bring brands to life. We marry the power of data with brand discovery to uncover unique strategies that apply to everything from website design, content marketing, CRM, and more, helping the world’s top hotel brands maximize ROI as they acquire, convert, and retain guests throughout the travel planning journey. While each of our services is available on its own, the integrated technologies, marketing, and consulting offerings work together to increase digital engagement and generate revenue for hoteliers, allowing them to focus on what matters most — serving their guests.

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Editorial Contact:

Margaret Mastrogiacomo
EVP, Strategy
Phone: (212) 782-3764
Email: margaret@nextguest.com