Lure Agency

Hello and Welcome! We are a Hospitality B2B marketing agency.

As master mixologists, our recipes build bridges for hotel sales teams and industry visionaries, ensuring that every handshake is the beginning of a long-lasting relationship and the promise of soaring revenue.

Whether you're an independent resort or a tech company, scaling revenue within the hospitality sector can be tricky without the right mixture of human connection and tailored strategies.

Our secret sauce is crafted to help you WIN.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Let's shake and stir greatness together.

 Connect with us soon!

Partner and Creative

knoodle Advertising

A full-service advertising, public relations and digital agency in Phoenix, Arizona. Our philosophy begins with comprehensive strategies fueled by massive amounts of research. Use your knoodle; what can we do for you?

Managing Director | Partner

The Starmack Group

Founded in 1998, The Starmack Group is a full-service advertising and communications agency, focusing on national, personality-driven hotels and management companies, as well as clients in the lifestyle industry. We provide business partner passion and responsibility, industry experience, and creative execution in brand management, graphic design, campaign development, interactive design and implementation, as well as media research, planning and placement.

Senior Art Director

Cory Falter Creative

Cory Falter Creative is a boutique design and marketing studio, offerings a comprehensive array of services, include Branding, Graphic Design, Advertising, Web & Interactive Design, Photography and Copy Writing. For more than 20 years, I've had the pleasure of creating for a diverse group of clients ranging from Sporting Goods and Surf accessories manufacturers to Hospitality and Music Radio stations. The Ritz-Carlton Hotels & Resorts, Hilton Hotels and Suzuki Motor Corporation to name just a few.

Account Director | Principal

454 Design

Founded in 1995 as a full-service branding and creative studio partnering with a diverse array of clients in the action sports, real estate, technology and hospitality industries.

Director | Founder

▶︎ 𝗛𝗔𝗦 𝗬𝗢𝗨𝗥 𝗥𝗘𝗩𝗘𝗡𝗨𝗘 𝗠𝗔𝗗𝗘 𝗔 𝗗𝗘𝗣𝗔𝗥𝗧𝗨𝗥𝗘?

Why aren't independent resorts and hospitality vendors seeing consistent growth anymore?

Because buyers today don’t want to be sold to

They want to be helped. 

And outdated sales funnels? 
They’re about as useful as a “Do Not Disturb” sign in a digital-first world.

So, how do you drive real revenue without burning trust?
➜ You answer their questions. 
➜ You build relationships. 
➜ You show up before they even hit “inquire.” 

That’s what we do at Lure Agency.

Since 2012, I’ve helped independent resorts and the vendors who support them attract, convert, and retain more business using a proven transparent relationship marketing strategy.

Built for how modern buyers actually buy.

What’s the difference?

Most agencies pitch impressions. 
We deliver impact. 
With clear ROI, scalable strategies, and messaging that doesn’t just sound pretty.

It sells.

Because after 30 years in marketing, here’s what I know for sure:

No trust = no sale. 

But trust? 
Trust scales.
Along with sales.

Struggling to find sales?

Let's connect and chat about it.


▶︎ 𝗥𝗘𝗦𝗨𝗟𝗧𝗦 𝗔𝗡𝗗 𝗣𝗥𝗔𝗜𝗦𝗘:

"Our results with Lure Agency have been crazy impressive!! This strategy has been a lifesaver for us. We're now efficiently operating with two salespeople instead of the previous 3.5, all thanks to a stream of highly qualified leads."

Julie Petit
Director of Sales & Marketing 
Stonewall Resort

_____________________________

“Cory and the Lure team have been critical in helping us grow our inbound lead flow and revenue growth year-over-year.”

Organic website traffic increased by 18%, inbound lead inquiries increased by 37%, and annual revenue growth grew by 4.6%. 

Jake Newman  
Marketing and Sales Coordinator
Newman Windows and Doors

________________________________

“Lure Agency has great ideas, increased our web presence, and generated more leads for us. 
I highly recommend their services. “

Organic website traffic increased by 23%, time spent on the site by visitors grew by 37%, and revenue grew by 6.3%.

Steve Blidner
Founder & CEO
TTI Technologies
 
________________________________

Would you like to learn how your sales team can identify, convert, and retain more revenue?

Call me directly at 619-889-8156 or email me (cory@lureagency.com) and let's have a conversation about your goals and objectives.
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#digitalmarketing #sales #hotelmarketing #hotelsales #marketing #integratedmarketing #b2bhospitality #hospitalityb2b #hoteltech #hotelrevenue #hotelbusiness

Cory Falter

Independent doesn’t mean solo.

And I couldn't be more excited about this partnership.

Benchmark Global Sales—the meetings and events team behind Benchmark Resorts & Hotels, chose Lure Agency to help drive direct group revenue across their independent portfolio.

Big thanks to…
Evan Crawford
John MacMullen
Paul Bashaw
Mousumi Johnson
and the entire Benchmark team for this opportunity. 

Looking forward to what's ahead.

Let's get after it. 🤙

Check out the release: https://lnkd.in/gtUBUbfb

Growing Revenue For Hospitality B2B Is My Bottom Line 🔺 Partner at Lure Agency 🔺 President HSMAI San Diego 🔺 Host of the InnSync Show 🔺 SDSU Dad of Twin Daughters 🔺 Former Pro Motocross Rider 🔺 80s New Wave Fanatic

Calm before the storm.

Or wave, more like it. 🏄‍♂️

As in the HSMAI San Diego Chapter inaugural, The Waves of Hospitality Awards is about to drop in.

Kimberly🌟 Hensley, MBA
Tré Wilke IV
Kelsey Prince Rocha, CHDM

Ready to welcome 88 of San Diego's finest in Hospitality.

Wish us luck. 🤙

Moments like this remind us why we ❤️ Hospitality.

The inaugural The Waves of Hospitality Awards presented by HSMAI San Diego Chapter rolled onto the shores of Belmont Park.

Like a tsunami.

Electric.
Magical.
Unforgettable.

It was named "Waves" because this city is defined by the ocean. Its energy. Its power. It's in constant motion forward.

Just like our honorees and winners.

HUGE congrats to:

➜ Marketing Professional of the Year
Keriann Greaney Martin, CHDM
Hotel del Coronado

➜ Sales Professional of the Year
Debbie Au Burlock
Estancia La Jolla Hotel & Spa

➜ Revenue Management Professional of the Year
Isabelle Camu, CRME, CHBA
Fairmont Grand Del Mar

➜ General Manager of the Year
Jayne Aston
Catamaran Resort Hotel & Spa

➜ James V. Cunningham Award for Hospitality
Tré Wilke IV
Evans Hotels

These are the people riding the wave of excellence. 
Pushing hospitality forward. 
Shaping the guest experiences that make San Diego unforgettable.

To every winner:
You earned this.
Your work matters.
Keep making waves.

And to everyone who showed up last night? 
You made it electric. 
The energy in that room was pure San Diego magic.

And special shout-out to Belmont Park for hosting us at your incredible venue. You guys knocked it out of the park...

This is just the beginning.

Year two is going to be even bigger.

Who's ready to ride the next wave with us?

Leadership wants an update on prospecting.

All those check-in emails.

And follow-up calls.

How's it going?

Oh, fine. 😜

Want LinkedIn results this week?

It's so easy, yet…

many are asleep on this one.

Stop lurking in the shadows and do this instead.

Leave 5 thoughtful comments on 5 of your top prospects' posts.

That's it.

No fancy tools.
No growth hacks.
Just show up and add value in 15 minutes.

Do this every day for a week.

Watch what happens.

Trust me on this one.

Are you ready to jump into the comments this week?

Let's send it. 🤙

Did you forget your business cards?

Good for you.

If you're still handing them out at events, you're basically giving people permission to forget you.

Here's why:

It expires the second anyone switches companies.

Your LinkedIn profile?
Permanent.

Think about it.

When someone changes jobs, their business card becomes a relic.

Wrong email.
Wrong number.
Wrong company.

But their LinkedIn?
Still right there.
Still connected.
Still relevant.

Next time you're at an event, skip the card shuffle.

➜ Pull out your phone. 
➜ Scan their QR code. 
➜ Connect on LinkedIn.

You'll stay in touch no matter where their career takes them.

Plus, you won't have a drawer full of cards you'll never look at again.

What's your take? 

Are business cards still worth carrying, or are they just expensive confetti at this point?

Owner says, "No one knows who we are…

we need a brand ASAP".

Marketing Manager says, “I found something on Amazon that will help.”

Owner says “Just do it” 😂

TGIF y'all.

Prospects don't need to like you.

They need to trust you.

I've done business with people I didn't particularly like. 

But I knew they'd deliver because of their track record and the results others vouched for.

That's why building trust signals matters more than being likable.

➜ Your content. 
➜ Your problem-solving. 
➜ Your expertise. 

These create the visibility engine that earns trust before you ever get on a call.

Case in point: 
I used a custom AI prompt to vet CRMs. 
Got it down to three solutions. Ran one demo. 30 minutes total.

The vendor I chose? 
I found them through their content ecosystem.
Not a sales pitch.

Trust beats likability every time.

Want to build that trust engine for your hospitality vendor business?

Our latest article breaks down the prospecting strategies that actually work.

The Warm Prospecting Playbook for Hospitality Vendors Who Hate Cold Calling

Check it out: https://vist.ly/4d5vh

We just launched something big.

The WINS Method™ is officially live.

Here's why it matters for both… 
Hotel Group Sales and Hospitality Vendors.

80% of B2B buyers have already made their decision before they ever talk to sales.

Cold emails? Dead.
"Just checking in" messages? Ignored.
Old-school tactics? Not cutting it anymore.

AI isn't replacing sales.
It's rewriting the rules.

WINS is our answer.

➜ Website
➜ Intel
➜ Nurture
➜ Sell

Four pillars that help hospitality brands show up with trust, relevance, and consistency before the RFP or form fill ever lands.

It's human-powered. AI-loved. Built to cut the fluff and fast-track results.

We've been quietly running this framework with brands like Stonewall Resort and TTI Technologies.

Now we're opening it up with a "done with you" model.

If you're tired of spray-and-pray tactics and ready for strategy-and-serve, this is for you.

See the full release here: https://vist.ly/4beiu

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Cold prospecting? 

You're basically sliding into someone's DMs from an igloo.

Warm prospecting? 

You've been showing up at the campfire so long, people already saved you a seat.

The difference isn't luck.

It's consistency.

When you engage on LinkedIn regularly, you're not interrupting strangers. 

You're connecting with people who already know your name, your vibe, and your value.

Stop being the cold caller nobody asked for.

Start being the person everyone's been waiting to hear from.

Let's warm it up y'all 🔥

Your hotel tech booth looked like Vegas. 

Your website looked like 1999.

Guess which one your buyer remembers when they get back to the office?

Spoiler: It's not the one with the free swag.

Trade shows spark interest. 

But buyers don't buy on the show floor. 

They shortlist later, when they're alone with their laptop and your website.

If your digital presence can't carry the conversation, all that booth buzz turns into crickets.

Before your next show, fix these:

➜ Clear value prop that shows real outcomes, not buzzwords

➜ Content that answers the questions buyers actually search

➜ Proof over promises: case studies, testimonials, real wins

➜ Pages that work for humans and AI search

The punchline?

Your booth gets attention for three days. 
Your website needs to close deals for 362.

Want to learn how hospitality vendors can get more out of their trade show budget and fill that gap?

Check out: https://vist.ly/4bgba

Are we still doing this?

I opened my spam folder and found a ton of "just circling back" emails and one gem that started with "Dear {FirstName}."

Seriously?

Traditional outbound is broken. 
Especially when selling to hotels.

Here's why:

Selling most SaaS is straightforward.
One product, one pitch, one use case.

Selling to hotels?
That's way different.
You're navigating legacy systems, limited IT resources, tight budgets, and a small team where every stakeholder wears multiple hats.

You can't template that.

I sat down with Kimberly🌟 Hensley, MBA from Tripleseat, on the InnSync Show to dig into this. Her take? "Every independent hotel is its own little ecosystem. What works at one property won't work at another."

Are we still doing this?

Sending generic pitch decks to properties that need customized solutions?

Independent hotels don't have enterprise budgets or dedicated tech teams. They need vendors who get that reality.

So why are vendors still blasting generic emails and hammering cold calls like it's 2010?

Because they haven't figured out what actually works.

The best tech vendors don't sell features.
They understand independent hotel operations.
They know your pain points before you tell them.
They speak your language.

Want the full breakdown on prospecting that builds trust instead of resentment?

Check out our latest article:
The Warm Prospecting Playbook for Hospitality Vendors Who Hate Cold Calling

👉 https://vist.ly/4d5vh

Dirty reps at the gym build muscle.

Dirty reps in sales build revenue.

But here's the problem with most sales training: 
It stops at the workshop.

You get pumped up for a day, learn some frameworks, then go back to your desk and... nothing changes.

Because knowing isn't doing says Celeste Berke Knisely, MTA

The real shift happens in the practice. 
The messy reps. 
The accountability check-ins. 
The ongoing reinforcement that actually changes behavior in your CRM.

Here's what else changed ➜ 80% of what was sales is now marketing.

Your cold outreach? 
It's competing with content, AI agents, and buyers who've already done their research.

So we're teaching hotel sales teams how to leverage their marketing departments to warm up that outreach. 

Make it less cringe. More human.

And we're doing it through training that's actually engaging (gamified, not death by PowerPoint).

But the secret sauce? 
We stick around after the workshop.

We track the changes. 
Hold people accountable. 
Make sure those dollars don't fall flat.

Want to see how to level up your game?

Read our latest article and see what separates a transaction from a true partnership.

Prospecting in the Age of AI: 
A Hotel Seller’s Survival Guide

READ THIS: https://lnkd.in/gZAB-RgR

Think AI only searches for celebrities?

Not a chance. 

It's searching for YOU right now.

Your personal brand isn't vanity anymore.

It's your new resume.
Your credibility score.
Your ticket to being found.

Here's the real deal… 

If you're not showing up online, you're invisible to prospects, employers, and AI agents doing the choosing.

Agentic search is here. 
And it's deciding who gets seen and who gets skipped.

Want to know how you rank right now?
And tips to improve your visibility quickly?

Use our Personal AI Grader.
CLICK HERE 👉 https://vist.ly/4c5bb

Let's get you agentic-ready.

Early Lure Agency was a hot mess.

Not because we weren't hustling.

We were swinging at everything like a newbie at TopGolf.

Chasing our tail. And clients.

The problem? 
Zero strategy. 
Just a giant menu of services we assumed clients needed.

Well, they didn't.

What they actually wanted was simple.
More qualified leads.
More deals closed.
More revenue.

Not a 47-point proposal with every service under the sun with no clear, positive outcome.

Here's what changed everything:

Susan Tucker and I stopped selling what we could do.
We started solving what they needed.
And obsessing over it.

One clear outcome:
Drive direct inquiries that convert better than cold outreach and third-party leads for hotel group and hospitality vendors.

That's it.
That's the whole deal.

And guess what? 
Our clients have stuck around for years now. 
Because when you nail one thing really well, people notice.

If you're struggling to gain traction, here's my advice:

Ditch the laundry list.
Pick one outcome you can deliver better than anyone.
Go all in on that. 
And back it up with proof.

Clients don't buy features. 
They buy results that make them money.

What's the one outcome you're obsessed with delivering? 

Drop it below and let's send it. 🤙

Evans Hotels

National Sales Manager

~Cultivate and maintain relationships with key clients, including corporate accounts, travel agencies, and event planners, to secure repeat business and referrals.
~Conduct comprehensive market research to identify trends and opportunities. Develop and implement effective sales strategies tailored to the hotel's target markets.
~Expertise in negotiating contracts with clients, ensuring both profitability for the hotel and satisfaction for the client.
~Collaborate with event planning and catering teams to ensure the successful execution of events, conferences, and meetings.
~Work closely with the revenue management team to develop pricing strategies that maximize room occupancy and overall revenue.
~Leverage digital platforms for marketing campaigns, and maintain a strong presence on social media to enhance brand visibility and engagement.
~Lead by example and motivate the sales team to achieve and exceed their sales targets, while fostering a culture of continuous learning and improvement.
~Actively participate in local and industry-related events to promote the hotel and build a wider network of potential clients.
~Regularly analyze sales performance against targets, providing reports to hotel management with insights and recommendations for improvement.
~Uphold the highest standards of customer service and ensure client satisfaction throughout all stages of the sales process.

Sales Manager

~Identify, research, and connect with potential clients
~Develop new relationships and maintain existing client relationships
~Coordinate with sales teams to develop mutually beneficial proposals
~Negotiate contract terms with clients 
~Gather useful information from customer and competitor data
~Make and give presentations to prospective clients and internal executives
~Strategically communicate with both clients as well as Sales Team
~Track, identify, and add qualified prospects to sales pipeline
~Develop and manage strategic partnerships to grow business
~Track and report revenue generated from new business relationships
~Conduct ongoing market research
~Drive the end-to-end sales process
~Prepare and submit sales contracts

Sales & Business Development Coordinator

~Utilizes efficient sales strategy for the maximization of hotel revenue.
~Responsible for coordinating internally with the sales & marketing team.
~Answer telephone and respond to caller inquiries in a pleasant manner.
~Answer client / bookers questions about property facilities/services (e.g., hours of operation, rates and room types, packages, promotions, entertainment, restaurants etc.)
~Serve as the point of contact for clients and communicate with them by phone and email to respond to questions and requests.
~Generating reports, preparing proposals, collections details, coordinating with clients & suppliers.
~Prepare sales-related documents throughout the sales process (e.g., proposals, contracts, banquet event orders).
~Gather materials and assemble information packages (e.g., brochures, promotional materials, sales demo kit, welcome kit, souvenir etc.).
~Assist sales team by managing schedules, filing important documents and communicating relevant information.
~Arrange and co-ordinate meetings, events and any appointments.
~Interaction with client in regard to leads, hotel needs and client travel.
~Meets with clients in the absence of the Director of Sales or Sales Managers to effectively and professionally convey details of the sale to the client.
~Perform hotel site tours with potential clients.
~Monitor, screen, respond to and distribute incoming communications.
~Design, upload, extract and maintain customer databases.
~Establishes strong relationships with vendors to ensure maximization of hotel revenue.
~Ensures all documents produced by the Sales Department (i.e., BEO’s, contracts, rooming lists, proposals) are completed accurately and on time.
~Ensure the adequacy of sales-related equipment or material are available at all times.

Sales Coordinator

~Provides a personalized experience for attendees to a professional conference or business meeting. 
~Maintains a professional and friendly demeanor at all times
~Recommends local dining options, entertainment venues, and directs guests around property and different meeting areas
~Provides superior customer service and possesses excellent organization and communication skills

Meetings Concierge

~Ensures Outstanding customer care at all times.
~Maintains a friendly, professional, cheerful, and courteous demeanor at all times.
~Accurately answers inquiries from potential guests and accepts hotel reservations. ~Consistently resolves guest problems and complaints in an efficient manner while demonstrating a sense of urgency.
~Responds to telephone and in-person inquiries regarding reservations, hotel information and
guest concerns in a timely fashion.
~Uses suggestive selling techniques to sell room nights, increase occupancy and revenue.
~Supervises daily shift process ensuring all team members adhere to standard operating procedures and are friendly and attentive to guest needs and service.
~Trains and directs the workflow and processes of the front desk. Resolves issues/problems
and coaches and counsels the front desk team members to ensure a quality operation.
~Resolves customer issues, complaints, and problems in a quick, efficient manner to maintain a high level of customer satisfaction and quality service.

Front Desk Supervisor

Front Desk Agent

HSMAI San Diego Chapter

Executive Board Member - VP of Education

Executive Board Member - Director Of Student Relations

Voices

~Possess's a wide range of vocal attributes, my voice is natural and articulate. I provide an intelligent and sophisticated voice that is both flexible and clear.
~Specializes in everything in need of a voice! Voiceover projects completed in E-Learning, Narration, Corporate voiceovers, etc.
~Provides professional, high-quality audio files to all clients, with a swift turn-around time and in a highly consistent manner.
~Completed an abundance of voiceover projects ranging from animation, narration, podcast intros, corporate voiceovers, blogs, advertisements, etc. 
~Let’s just say…I like to talk.

Professsional Voice-actor

Leilani Weddings

•Superb analytical skills
•Demonstrated ability to lead and inspire a team
•Outstanding interpersonal skills
•Ability to design services and support delivery models that align with current member segments, deliver member value and scale with growth projections
•Possess a complete understanding of the buyer’s journey and member life cycle
•Proven record of being able to optimize and enhance the consumer experience
•Exemplary written and verbal communication abilities
•An aptitude for problem solving and expertise in multitasking to keep up with project demands
•Demonstrated ability to successfully resolve situations that are broadly defined, complex, diverse, & occasionally, unprecedented
•Strong empathy for members / members AND passion for revenue and growth
•Strong executive presence and ability to influence member leadership
•Background leveraging data and analytics in decision making
•Experience using / integrating a CSM Technology platform into the rhythm of the business
•Reflect demonstrated proficiency relevant to the role and have the responsibility for working closely and cooperatively with peers to ensure all parts of the credit union contribute to an excellent member experience
•Expertise in strategic visioning, planning, and execution of strategic initiatives
•Show a demonstrated relevant experience in building and sustaining relationships in partnership and expertise in leading the relevant functional areas such as branches and call centers
•Possesses relevant expertise with financial products, services, and delivery channels and critical and conceptual thinking skills to observe and analyze data to innovate new methods, techniques, or processes to integrate issues and factors into a practical framework
•Possess positive influencing skills to bring others to new thinking and mindset
•Proven, high-level experience of decision-making within the discipline and authority of the role

Chief Experience Officer (CXO)

I am deeply passionate about cultivating genuine, enduring, and meaningful connections, which is the essence of my fulfillment in the Hospitality industry. Engaging in creative projects and delivering exceptional experiences to clients brings me immense joy and satisfaction. I have built a reputation for consistently providing high-quality services that are both dependable and exceptional.

In the realm of Hospitality, my work demands unwavering dedication and a genuine zeal for creating positive experiences for all individuals. Infusing my service with a personal touch, professionalism, and a positive energy is a calling I was destined to answer. I hold great reverence for connecting with people from all walks of life within the realm of hospitality. Serving others and creating everlasting memories is a privilege I deeply treasure. The unwavering commitment I have towards guest service and finding perfect solutions has earned me esteemed recognition in the industry.

As an ambassador of resorts, I understand the pivotal role of making a positive initial impression on our clients. I genuinely adore what I do and am fully devoted to crafting the most remarkable experiences for every guest.

When I'm not striving towards my professional aspirations, you'll find me cherishing moments with loved ones and maintaining an active lifestyle at the gym. I am resolutely dedicated to spreading a message of peace and love to all, consistently pursuing my dreams with conscious intent.

I eagerly anticipate connecting with you and discovering more about your passions and aspirations.

With true sincerity,
Tre Wilke IV

taplio

The Battle

Cory Falter

Tré Wilke IV

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taplio

The Battle

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Tré Wilke IV

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