If you are a B2B marketer, you are likely aware that conferences and seminars serve as powerful lead channels. However, when companies actually plan offline events, they often quickly hit a wall due to the hassle of phone consultations and scheduling site visits, even if they wish to find a better venue. There is a platform that resolves these trial-and-error issues all at once. It is the Lubook Venue Network, which allows you to search and compare the largest number of event spaces in Korea. With information on over 1,400 venues accompanied by virtual space content, and the ability to receive online quotes all in one go, it has become the first service event planners turn to.
This year, Lubook is driving innovation in hotel sales by expanding into a full-scale EMS dedicated to hotel sales teams and group booking solutions. We are grateful that Elifunt partnered with Lubook for its B2B website and content marketing during this process. We have captured the six-month content growth marketing experience in an interview with CEO Kim Han-gyeol. Explore the story of the Lubook team, who turned content into a sales weapon, and use this as an opportunity to re-evaluate your own team's pipeline!
Q. Hello, CEO Kim Han-gyeol! Please introduce Rubook. 🙂
Lubook assists with hotel sales through three solutions: EMS, venue network, and group booking.
Lubook is a sales solution designed to help hotel sales teams acquire leads more easily and increase conversion rates.
EMS (Event & Sales Management System) is a sales solution for space hosts such as hotels, restaurants, and convention centers. It is producing results that allow global hotel chains like JW Marriott and Grand Intercontinental, as well as local hotels, to easily respond to inquiries and increase contract conversion rates.
Venue Network is the largest hotel banquet hall reservation platform in Korea. Customers can compare information on over 1,400 venues, and since hotels using EMS are naturally exposed to Venue Network, the two services grow together.
Group Booking is a hotel group room reservation management solution that has been growing rapidly since its launch in the second half of this year. Hotels that have adopted the solution are providing feedback stating that they are receiving direct inquiries from unexpected regions. Inquiries are coming in from markets such as Africa and Europe, which were previously difficult to reach through conventional marketing channels.
Lubook CEO Kim Han-gyeul
We needed a partner who understands the hotel industry as well as the Lubook team
Q. What were your concerns regarding Rubook's marketing and sales?
Since it was a solution unfamiliar to the hotel industry, the challenge started right from the 'explanation'.
Venue Networkwas a service with strong SEO, so we were experiencing the benefits of inbound traffic better than anyone. The problem lay with EMS and group booking. The targets were different, and since the solution itself was unfamiliar to the market, relying solely on outbound traffic had its limitations.
It was difficult to schedule meetings with hotel sales representatives, and even when we did, we had to explain the concept of a 'hotel sales solution' from scratch, as it was entirely new. With outbound leads limited in this way, the entire sales pipeline naturally began to falter, sustainable inbound marketingwas essential.
We needed a partner who understood both the industry and the sales process.
Initially, I considered various methods to acquire leads, such as content marketing, sales partners, and in-house content production. However, because the hotel industry is so niche, I became concerned about maintaining trust and relationships when collaborating with external partners on a short-term basis. I concluded that if I approached them hastily for the sake of short-term numbers and gave the impression that I was a partner who did not fully understand the industry, it would be much harder to recover.
Then I met the Elifunt team. I was impressed by their process, which started with questions designed to fully understand the hotel industry and sales structure, and involved organizing sales goals together. I came to believe that they are a team that designs business structures together, rather than just producing content
A true partner who structured the sales pipeline with content”
Q. What were the results of Elifunt's content growth marketing for Lubook?
I had the experience of scattered ideas being turned into assets as content.
We consider Elifunt to be an internal team. Looking solely at the cost, you might feel it is on the high side, but as we continued to collaborate, we became convinced that they are a team that designs a year's worth of pipelines
There were two things I particularly liked. First, plan content based on data such as keywords and personas. Ideas that I had vaguely thought, "It would be nice to have content like this," turned into assets one by one as they passed through Elifunt's hands. Also, the depth of the contentwas different. Rather than simply organizing information on the surface, the quality of the content demonstrated an understanding of the industry and a proper approach to it.
Lubook aspires to continuously build touchpoints with customers, even if we are not large in scale. We are truly satisfied with our partner for understanding this well and designing content that becomes a lasting asset, as well as a sales pipeline!
Roovook EMS website https://business.roovook.com/products/ems/
Lubook Accelerates Digital Transformation in Domestic Hotel Sales by 2026!
From memorable branding in the market to global expansion.
As recently as the beginning of this year, adopting SaaS was a somewhat unfamiliar concept to hotel sales representatives. However, the atmosphere feels completely different now when meeting potential customers. Some even come into meetings having already recognized the problem through the content and understood how the Rubook solution solves it. As a result, sales feel more natural. The time spent persuading them of "why it is needed" is decreasing, and the conversation is shifting to "how to utilize it to the fullest.".
Based on this trend, we plan to accelerate the digital transformation of hotel sales in earnest next year. We want to establish a firm position in the Korean market and expand overseas if the opportunity arises. Consequently, we are giving deep thought to our branding. We are continuously exploring which category Lubook occupies in this market and how it can be remembered by customers.
Lubook's Content Growth Marketing
Lubook proceeded with website and content planning, starting with the brand structuring as a 'hotel sales platform.' We organized the product structure by expanding the brand hierarchy, established through the 'Lubook Venue Network' solution, to EMS, Venue Network, and Group Booking. We designed ICPs to identify which customer problems each solution solves and applied them to website subpages, establishing a blog content strategy based on this foundation.
In the early stages of the blog, we focused on capturing keywords in the hotel and MICE industries and expanding the traffic funnelto build a foundation for organic traffic. We produced content centered on key industry keywords such as 'hotel sales,' 'hotel PMS,' 'hotel marketing,' 'unique venues,' and 'MICE trends,' and planned a balanced approach ranging from areas where actual search demand was confirmed to conversion-oriented content.
[Featured Content 1.] Hotel Marketing: Revenue Maximization Strategies Learned from 4 Success Stories
[Featured Content 2.] How to Make Customers Book Group Rooms in 1 Minute, Difficult to Manage with Hotel PMS
Subsequently , we produced e-books based on hotel and MICE trends to reinforce Lubook's thought leadership and solidify the foundation of the conversion funnel. These e-books served not only for short-term lead collection but also as high-involvement assets capable of identifying and nurturing ICPs, playing a role in structuring the funnel that leads to demos and inquiries.
Lubook eBook – 2026 MICE Industry Outlook Report
Do you want to design a sales pipeline with content like Lubook?
Are you feeling lost on where to start with content marketing? You need a 'real partner' who understands the industry and delivers results through data-driven strategies, just like Lubook. Please share your marketing concerns via the link below. Elifunt will join our team and work together to grow your business.Link to Request Free Consultation
