Compare

Lumina vs a hotel marketing agency

An agency costs about €3,450 a month before media spend. Lumina Studio costs €890 per property, per month. The difference is not only the price: it is who writes, who approves and what stays with the hotel when the contract ends.

Side by side,question by question

The retainer is the average of published agency fees.The Lumina price is the Studio plan on the pricing page.

Question	A hotel marketing agency	Lumina Studio
Monthly cost	About €3,450 retainer, media excluded	€890 per property, billed annually
Built for	Paid campaigns, rebrands, launches and new websites with a defined end	The everyday content: the monthly brief, finished pages, emails and social assets from the hotel’s own material
Who writes	The agency team, from a brief the hotel supplies	Lumina, from the hotel’s reviews, brand guidance, photography and live pages
Who approves	The hotel, on the agency’s schedule	Someone at the hotel, on every asset, before anything leaves
Month one	A proposal of activities; ask for named deliverables with dates	The first monthly brief and the first finished pages, read against the hotel’s own pages
What stays with the hotel	The deliverables; the process and the working knowledge stay with the agency	The approved pages, their sources and the knowledge behind next month
Paid media	Yes, with a media budget managed on top of the fee	No. Lumina writes the pages and the ads; buying media is not what it does

Retainer figures: HotelTechReport and Zanobe. Lumina figure: Lumina pricing. The full three-way comparison, with an in-house manager, is on what a hotel marketing agency costs.

When each oneis the right answer

Neither replaces the other in every case.Most hotels end up with one of these three shapes.

The agency

You are buying media at scaleRunning six figures a year through paid search and metasearch needs a specialist whose job is that every day.
The work has a finish lineA launch, rebrand or website rebuild ends. An agency can assemble the right team and release it when the work is done.
The decision needs an outside recommendationA board or owner may need an external recommendation before approving a rebrand or a channel plan.

Lumina

The work is monthly and never endsSuites pages, restaurant pages, seasonal articles, the newsletter, the posts: content that has to be right every month, in the hotel’s voice.
The hotel wants to keep what gets writtenEvery approved page, its sources and the working knowledge stay with the hotel, not with a supplier.
The team is small and approves fastOne person at the property reads, corrects and approves. Lumina does the assembly underneath.

Both

The agency buys the media and runs the launch. Lumina writes the pages the media lands on and keeps them current between launches. The retainer shrinks to what an agency is good at, and the hotel stops paying a retainer for text.

Bring a page you already need

We read your pages before we meet, and you keep whatever gets written.

Request a walkthrough What Lumina costs