# What is Lumina? Use guest research and hotel knowledge to plan a campaign, create its content and keep improving the work. Lumina helps hotel teams decide what to say and make the content to say it. It brings guest reviews, hotel facts, brand guidance, campaign planning and editable drafts into one workspace. Start with a question about your guests, then work through a plan to the articles, emails, social posts or ads you need. Where to find it: Start in Concierge, Intelligence or one of the creation tools in the sidebar. ## What can I do with Lumina? Find a reason for a guest to choose your hotel. Read what couples, families and other guests value, then open the original reviews behind a finding. Use the hotel’s confirmed information to decide what you can credibly say. Turn that choice into a campaign. Give the work an audience, a purpose and a shared brief. Plan the pieces it needs, then open each one in its creation tool. Make work you can use and revise. Choose the language and market, review the plan, edit the words and images, and save the result in Library. You keep the final decision about what to publish. ![Audience research: compare themes by kind of stay and open the supporting evidence](https://www.luminafrontier.ai/_lumina/assets/product-docs/audiences-retina-20261012.webp) Audience research: compare themes by kind of stay and open the supporting evidence. Recorded in Lumina, October 2026. ## How does one real job work? Imagine you need an autumn campaign for couples. You need a reason to visit, a newsletter, an article and a few social posts. Here is how you can work through it in Lumina. 1. Open the couples’ guest profile in Intelligence. Read the reviews behind a theme and decide which finding is useful for this campaign. 2. Ask Concierge to help develop that finding into a story. Check the supporting hotel facts in Context, including any dates, offers or facilities you want to mention. 3. Create the campaign in Atelier. Review its brief and positioning, then use Plan to decide which pieces to make. 4. Open a planned piece in its creation tool. Choose its language and market, review the proposed plan, create the draft and edit its words and pictures. 5. Save the pieces in Library and add them to the content calendar as needed. Download the finished work for the platforms where you will publish it. ![Start a newsletter with a brief, audience, occasion and traveller market](https://www.luminafrontier.ai/_lumina/assets/product-docs/newsletter-retina-20261012.webp) The newsletter workspace. Start with a brief or choose an idea, then review the plan before creating a draft. Recorded in Lumina, October 2026. ## What stays useful for the next job? The next campaign starts with the same hotel’s maintained information, rather than a new collection of loose documents. Context holds the property facts and brand guidance. Intelligence gives you guest research to investigate. Library holds the drafts and images you have already worked on. A useful writing correction can last too. Keep it in Learned so it can guide future Concierge replies, articles and newsletters. For example, keep “Use our full restaurant name” as a lasting preference, while a date-specific offer belongs in that campaign’s brief. ## How would a hotel team or agency use it? For a hotel team, start with one job you already need to finish: next month’s newsletter, a seasonal campaign or a website article. Put the hotel’s source material in Context and follow the relevant guide. For an agency or hotel group, select the property you are working on. Check its research, facts and brand guidance before planning its content. Switch between the hotels your account can access, and review each property’s work in its own context. ## Common questions ### Is Lumina only a text generator? No. Writing is one part of it. Lumina also helps you understand guest research, plan campaigns, work with images and organise saved content. ### Will it publish or send content automatically? Creating or downloading a draft does not send an email, publish a social post or launch an ad. Review the work and complete publication through the appropriate platform. ### What is a brief? A brief is a short description of the piece or campaign you want to make. It tells Lumina who it is for, what it should say and any facts or conditions it must include. ### How is Lumina different from using Claude or ChatGPT? Claude and ChatGPT can help you analyse material and write. Lumina provides a hotel-specific workflow around that work: maintained property information, guest research, campaign briefs, creation tools and saved editable content. You can move from choosing a guest insight to making the campaign’s pieces without assembling those tools and records yourself. ### What should I look for in my first trial? Bring a real job and the hotel information it needs. Check whether the research helps you choose a useful story, whether the brief is clear and whether the draft needs less back-and-forth to become usable. Review the facts, voice and images. Measure publishing and commercial results in your own channels; creating a draft alone does not prove a booking uplift. ## Continue reading - [Create your first newsletter](https://www.luminafrontier.ai/docs/getting-started/) - [Find out what guests say](https://www.luminafrontier.ai/docs/reviews/) - [Plan a hotel marketing campaign](https://www.luminafrontier.ai/docs/campaigns/) - [Teach Lumina your writing preferences](https://www.luminafrontier.ai/docs/learned/)