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 HEBS Digital:

Founded in 2001, the firm is headquartered in New York City and has global offices in Las Vegas, Tallinn, Munich, and Auckland. Through its Smart Guest Acquisition Suite, including the smartCMS®, Content Personalization Engine, Smart Data Marketing, and full-service digital consulting and marketing solutions, HEBS Digital helps hoteliers drastically boost direct bookings, lower distribution costs, and increase the lifetime value of guests. Its diverse client portfolio consists of top-tier luxury and boutique hotel chains, independent hotels, resorts and casinos, franchised properties and hotel management companies, convention centers, spas, restaurants, DMO and tourist offices.

Part of NextGuest Technologies, HEBS Digital and Serenata CRM, the most comprehensive Hotel CRM Suite today, are the creators of the hospitality industry’s first Fully-Integrated Guest Engagement & Acquisition Platform.

Contact HEBS Digital’s consultants at 1 (800) 649-5076 (North America), +64 (0) 9 889 8489 (Asia Pacific) or success@hebsdigital.com.


Editorial Contact:

Garrick Lee
Marketing Manager, HEBS Digital
Phone: (212) 752-9425
Email: garrick@hebsdigital.com