How to Take Your Digital Marketing to the Next Level through Relationships with Cory Falter

When it comes to digital marketing in hotels, Cory Falter understands the power of trust. As a partner at Lure Agency and president of HSMAI San Diego, Cory has spent years blending creativity and data science to help hotels and venues elevate their digital marketing strategies. Recently, Cory joined us on Adventures in Business to share how hospitality businesses can improve their relationships and see the impact in their revenue.

Science and Soul: Cory Falter’s Approach to Digital Marketing at Lure Agency

At Lure Agency, Cory’s approach is to use both science and soul to see results. Cory explains that you need to partner creativity (soul) and data-driven strategy (science) to really scale a business. He’s the soul and his partner, Susan Tucker, is the science – meaning he’s the visionary who has the ideas, and she applies the analytics to make sure campaigns achieve tangible results. 

Relationships and Revenue

Cory Falter says that without trust, you have no business This mantra drives Lure Agency’s focus on relationship marketing, particularly in the B2B space. Hospitality sales cycles are often long and complex, but creating real connections can make all the difference.

Cory says not to treat social media as an acquisition tool, but instead, as a way to actually be social and build relationships. If you’re a hospitality brand, prioritize authentic engagement over hard-selling content to create relationships – and more revenue!

AI in Hospitality

While Cory acknowledges AI’s usefulness in hospitality marketing, he’s quick to point out that AI is a tool, not a replacement for human connection. So if you’re using AI, don’t use it to copy and paste prospecting emails (because it’ll be obvious a mile away). Use it to gather data, bounce ideas off with, and improve your efficiency.

What Hotels Can Do Better in Digital Marketing

Cory says that too many sellers default to feature dumping or focusing on amenities. Instead, he advises showcasing team expertise and tailoring pitches to meet your clients’ needs. This will help your brand gain trust with potential clients. 

How to Write Engaging LinkedIn Posts

When you’re writing LinkedIn posts for your digital marketing, it can seem daunting trying to get engagement. Cory has some easy tips to get the conversation going.

Start with questions your audience asks: Focus on the top five questions or objections your prospects bring up. Answer those questions in your posts, so you give your prospects the information they actually want to know.

Write for your audience, not yourself: Shape your content around how your products or services can solve your prospect’s problems, make their lives easier, or help them achieve their goals.

Repurpose and simplify: Repurpose content you’ve already made or use ChatGPT to brainstorm ideas for content. Compile frequently asked questions from your clients and create small, bite-sized posts to answer these questions.

Hospitality Sales and Marketing Association International (HSMAI)

Cory Falter is also the president of HSMAI (Hospitality Sales and Marketing Association International). HSMAI focuses on the commercial side of hospitality, including revenue, sales, and marketing. Under Cory’s leadership, the organization shifted from traditional, lecture-style programming to more interactive, engaging digital marketing, which Cory has found to be a positive direction for the company.

Cory Falter’s Advice: Focus on Relationships

When asked what advice he’d give his younger self, Cory doubled down: Focus on relationships. Looking back on his time at San Diego State University, Cory wishes he had invested more in building connections. Cory passionately believes that relationships are the key to overcoming challenges and finding new opportunities.

Connect with Cory Falter

🔗 Connect with Cory at HSMAI

🔗 Grow your group bookings easier with Lure Agency