Understand your hotel’s research
Find out what guests value, compare hotels and choose what to investigate before making content.
Before writing a campaign, decide which reason to visit is worth talking about. Intelligence brings together guest reviews, guest types, competitor information, market research and website findings. Read the evidence behind a theme, then use it to choose a story your hotel can support.
In Lumina Open Intelligence in the sidebar.
On this page
Begin with a question
Intelligence groups the hotel’s research into Overview, Reviews, Audiences, Competitors, Market, Website and Search. Start in the tab that matches the decision: guest language for a newsletter, competing hotel offers, or a page that needs attention.
Check the filters before comparing
Check the selected period and any topic, platform, source-market or audience filters. Where comparison series are available, you can inspect the current period alongside the previous period or competitors.
A blank cell or an empty panel means the selected view has no displayed evidence. Widen the filters or inspect the underlying source before drawing a conclusion.
Read the information behind a finding
- Select a chart point, table cell, topic or result with a detail view.
- Read the source material and the scope shown in that detail.
- Use the view’s Concierge action to ask a follow-up question with that context.
- Export from the relevant view when you need to work with its records elsewhere.
Check what each number describes
Guest-review sentiment, search visibility and market indicators describe different data. Do not treat them as a shared score or a direct measure of bookings. Check the units, source and period alongside the number.
Common questions
How can research help me write a better email?
It can help you choose a specific detail that matters to the guest. Read what guests say about a topic, then use a confirmed hotel fact to build the story around it.
What if a chart has no results?
Check the date range and filters. An empty view means there are no results in that selection; it does not mean guests have no opinion about the topic.