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Merging Tradition with Today: HotelExecutive's Evolution

HotelExecutive Branding

Since 1996, HotelExecutive has been a top online resource for hotel professionals, offering the Hotel Business Review magazine and Hotel Newswire service. It delivers best practices in hotel management and operations from industry experts. The platform also features the most extensive news release distribution for hotel industry updates, including openings, acquisitions, and executive appointments.
HotelExecutive faced a branding challenge: how to merge the time-honored traditions of hospitality with the expectations of modern hoteliers. Their objective was clear - creating a brand that would resonate with conservative and progressive hospitality professionals.

The team at Lure Agency, a hospitality branding agency, crafted a well-defined brand story for HotelExecutive, a tale of “Welcoming You Forward.” Keeping the core values of innovation, accountability, inclusivity, and impact in mind, a voice of authority was established. This voice wasn’t just about providing information; it aimed to invite an informed conversation. With the brand pillars emphasizing the protection of hospitality, collaboration, and actionable insights, the goal was to provide a space where hotel professionals would feel valued and engaged. The new visual identity, marked by a black-and-white palette, was designed to evoke trust and sophistication, underlined by the choice of Helvetica Neue as the primary font.

With this revamped brand, HotelExecutive repositioned itself as the go-to forum for C-Level hotel executives and supporting professionals. It promised valuable, unbiased insights away from the pay-to-play model, ensuring that every interaction was worth the time and built towards a collaborative future. By combining traditional hospitality values with a forward-thinking approach, HotelExecutive saw itself as a news source and the evolving heart of the hospitality industry.

"From the very beginning, it was evident that Lure Agency was the right choice for HotelExecutive's rebranding. Their uncanny ability to understand our dual audience and weave creativity into every solution made the process seamless. Their approachable nature, combined with a treasure trove of innovative ideas, ensured our brand resonated both with conservative and progressive hotel professionals. Working with Lure Agency is a testament to what true collaboration feels like."
Benedict Cummins
Publisher, HotelExecutive
    Director of Sales & Marketing Stonewall Resort
    "Our results with Lure Agency have been crazy impressive!! This strategy has been a life-saver for us, especially considering Stonewall's rural location. We barely saw a fraction of this conversion rate when relying on 3rd party services. The magic lies in the human touch – real people connecting authentically. Launching this at the beginning of COVID, when people were desperate for genuine resources and contact, was perfectly timed. We're now efficiently operating with two salespeople instead of the previous 3.5, all thanks to a stream of highly qualified leads."
  • John Davies
    VP of Marketing
    Benchmark Resorts & Hotels
    "The team at the Lure Agency are valued partners in our integrated marketing efforts and are always eager to be an active, collaborative, and committed ally with our ongoing marketing programs, initiatives, and campaigns. Most importantly, they are always focused on driving and improving revenue performance."
    General Manager
    "I can't say enough about Cory, Susan and the whole team at Lure Agency for what we've had this year; 2022 has been the most successful year in Wingspread history. We came into this project at a scary time, right before COVID, trying to build this brand and tell the story. There was nothing we could do during that dark time but try to get some marketing traction and Cory and Susan provided that for us, through blogs, email and social marketing. All the intel they put together really helped us to hit the right client, at the right time. The mixture of Susan's science and Cory's soul, and being able to tell the story for us, has really made a world of difference. We are so grateful for Lure's partnership and look forward to working together for many years to come."
  • Darryl Riddlespurger
    Owner & CEO
    StoreHouse Technologies
    “Cory and his team are exceptional lead generation and sales enablement professionals. Very responsive and easy to work with at a reasonable cost. They are always thinking outside the box to come up with new and innovative ways to solve problems and maximize return. I will continue to use Lure’s services and highly recommend them.“
  • Damon Lockrem
    Director of Sales and Marketing
    Westin Rancho Mirage Golf Resort
    “I’m most impressed with the Social Media and Content Marketing services we’ve received from Lure. They were instrumental in helping us spread awareness and drive revenue during our re-opening. They are reliable, outside-the-box thinkers and always come to the table with fresh ideas to help generate buzz, engagement, and revenue.”
  • Denielle Godwin
    Area Director, Sales & Catering
    Coury Hospitality
    “I have partnered with the Lure Agency for seven years. They are gifted marketers with skills beyond the norm. They expertly identify the needs of my business and apply solutions that bring results to the bottom line. They have a vast understanding of multiple industries and have developed various creative programs that have been instrumental in putting our organization on the map while growing our brand image. Their patience, commitment, willingness to go the extra mile, and spunk make them a delight to work with as well. In a world of average marketing, I’m so glad Lure Agency took the time to walk us through taking the leap and take on an entirely new way to market.— with their vision and commitment, we have grown our revenues beyond budget year after year.”