If you’re a B2B marketer, you probably know that conferences and seminars are powerful lead generation channels. However, when your company actually tries to organize an offline event on its own, you quickly hit a wall—even if you want to find a better venue—due to the hassle of phone consultations and coordinating site visits. There’s a platform that solves all these challenges at once. It’s LuBook Venue Network, which allows you to search and compare the largest number of event venues in South Korea. With access to information on over 1,400 venues—complete with virtual space tours—and the ability to get online quotes all in one place, it’s becoming the go-to service for event planners.
This year, LuBook is driving innovation in hotel sales by expanding its services to include an EMS and group booking solution exclusively for hotel sales teams. We’re grateful that Elephant partnered with LuBook on its B2B website and content marketing throughout this process. We’ve captured our six-month experience with content growth marketing in an interview with CEO Kim Han-gyeol. Take a look at the story of the LuBook team, who turned content into a sales weapon, and use it as an opportunity to reassess your own team’s sales pipeline!
Q. Hello, CEO Kim Han-gyeol! Could you please tell us about LuBook? 🙂
Rubook supports hotel sales with three solutions: EMS, Venue Network, and Group Booking.
Rubook is a sales solution designed to help hotel sales teams generate leads more easily and increase conversion rates.
EMS (Event & Sales Management System) is a sales solution designed for venue hosts such as hotels, restaurants, and convention centers. It is helping both global hotel chains like JW Marriott and Grand InterContinental, as well as local hotels, respond to inquiries efficiently while boosting contract conversion rates.
Venue Network is the largest hotel banquet hall booking platform in the country. Customers can compare information on over 1,400 venues, and since hotels using EMS are automatically listed on Venue Network, the two services are structured to 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 have reported receiving “direct inquiries from unexpected regions.” We’re seeing inquiries from markets such as Africa and Europe—regions that were previously difficult to reach through conventional marketing channels.
Kim Han-gyeol, CEO of Lubook
“We needed a partner who understood the hotel industry as well as the LooBook team.”
Q. What challenges did you face with marketing and sales at Lubook?
Since it was a solution unfamiliar to the hotel industry, just explaining it was a challenge in itself.
Venue Networkhad a well-optimized SEO strategy, so they understood the benefits of inbound traffic better than anyone else. The problem lay with EMS and group bookings. Since the target audience was different and the solutions themselves were unfamiliar to the market, relying solely on outbound efforts had its limitations.
It was difficult to schedule meetings with hotel sales representatives, and even when we did, we had to start from scratch to explain the concept of a “hotel sales solution”—something that didn’t exist before. With outbound leads so limited, our entire sales pipeline was inevitably unstable, so we ultimately concluded that sustainable inbound marketingwas essential.
We needed a partner who understood both the industry and the sales process.
At first, we considered various approaches to generate leads, such as content marketing, sales partnerships, and in-house content production. However, given the highly niche nature of the hotel industry, we were concerned that short-term collaborations with external partners might undermine our credibility or jeopardize our relationships. We concluded that if we rushed into such partnerships solely to boost short-term numbers and ended up being perceived as partners who didn’t truly understand the industry, it would be much harder to recover from that.
That’s when I met the Elephant Team. I was impressed by their process, which started with questions designed to fully understand the hotel industry and sales structure, and culminated in us working together to define sales goals. I came to believe that they were a team dedicatednot just to creating content, but to designing business structures alongside us.
“A true partner who helped us structure our sales pipeline throughcontent”
Q. What kind of results did Elephant’s content growth marketing campaign yield for Lubook?
I experienced the process of turning scattered ideas into valuable content.
We think of Elephant as an extension of our own team. While the cost might seem high at first glance, the more we’ve worked with them, the more convinced we’ve become that they’re a team capable of designing a full year’s worth of pipelinefor us.
There were two things I particularly appreciated. First, they plan content based on data such as keywords and personas. Ideas I had previously just vaguely thought, “It would be nice to have content like this,” were transformed into valuable assets one by one through Elephant’s process. Second, the depth of the contentwas different. Rather than simply organizing information on a superficial level, their approach—which involved a deep understanding of the industry—was evident in the quality of the content.
Although Lubook isn’t a large company, we aspire to continuously build relationships with our customers. We’re truly satisfied with this partner because they fully understand that goal and have helped us design content and a sales pipeline that will serve as lasting assets!
Lubook EMS website https://business.roovook.com/products/ems/
RooBook in 2026: Accelerating the Digital Transformation of Domestic Hotel Sales! From the "
" Market to Global Expansion Through Memorable Branding
As recently as early this year, the idea of adopting SaaS was still somewhat unfamiliar to hotel sales representatives. But now, the atmosphere is completely different when we meet with potential clients. Some even come into meetings having already recognized their challenges through our content and understood how the LooBook solution addresses them. This makes the sales process feel more natural. We spend less time convincing them “why they need it” and more time discussing “how they can make the most of it.”
Building on this momentum, we plan to significantly accelerate the digital transformation of our hotel sales operations next year. We aim to establish a solid foothold in the Korean market and, if the opportunity arises, expand overseas. As a result, we are giving more thought to our branding strategy. We are continuously exploring what niche LuBook can occupy in this market and how we can make a lasting impression on our customers.
Content Growth Marketing at Lubook
We began by repositioning Lubook as a “hotel sales platform” and proceeded to develop its website and content strategy. Building on the brand recognition established by the “Lubook Venue Network” solution, we expanded the brand hierarchy to include EMS, Venue Network, and Group Booking, thereby streamlining the product structure. We designed an ICP (Ideal Customer Profile) to define the specific customer problems each solution addresses, applied this to the website’s subpages, and used it as the foundation for our blog content strategy.
In the early stages of the blog, we focused on capturing keyword rankings in the hotel and MICE industries and expanding our traffic funnelto build a solid foundation for organic traffic. We created content centered on key industry keywords such as “hotel sales,” “hotel PMS,” “hotel marketing,” “unique venues,” and “MICE trends,” and developed a balanced strategy ranging from topics with confirmed search demand to conversion-focused content.
[Featured Content 1.] Hotel Marketing: Revenue Maximization Strategies Learned from 4 Success Stories
[Featured Content 2.] Group Rooms That Are Hard to Manage with Hotel PMS: How to Let Customers Book in Just 1 Minute
We then laid the groundwork for the conversion funnel by creating an e-book based on hotel and MICE industry trends, designed to strengthen Rubook’s thought leadership. The e-book served as a high-engagement asset that not only collected short-term leads but also enabled us to segment and nurture our Ideal Customer Profile (ICP), thereby helping to structure the funnel leading to demos and inquiries.
Lubook e-book – 2026 MICE Industry Outlook Report
Want to design your sales pipeline using content, just like a sales playbook?
Feeling overwhelmed about where to start with content marketing? You need a “true partner” like Lubook—one who understands your industry and delivers results through data-driven strategies. Click the link below to share your marketing concerns. Elephant will join your team and work with you to drive business growth.무료 상담 신청하기 링크
