Cory Falter

Supplier and Hotel B2B Sales & Marketing

San Diego, California, United States
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Empowering B2B Hospitality companies and independent resorts to identify, convert, and retain more revenue with our proven science and soul marketing methodology. We love making the bottom line travel.

Key Consulting Services

  • Brand Strategy
  • Concept & Creative
  • Web Development
  • Marketing Execution
  • Lead & Demand Generation


From independent resorts to technology companies, growing predictable revenue for brands working in and supporting the hospitality industry can be challenging without an effective strategy. As a Partner of Lure Agency since 2012, I help Hospitality B2B companies identify, convert, and retain revenue with our proven science and soul marketing methodology. After three decades as a passionate marketer, I understand without the bottom line, it’s all blah, blah, blah. So, we connect the dots with the dollars, transparently, so our partners see what they’re putting in, and what they’re getting out. Giving them the right strategy to grow predictable revenue at scale.


  • As a San Diego State University Alum, Cory began his career as a freelance Art Director working with notable brands like Noble House Hotels and Resorts, Ritz-Carlton, and Fairmont Hotels and Resorts. He has received numerous HSMAI Adrian Awards for many iconic campaigns, including the relaunch of Riviera Resort and Arizona Biltmore's 80th anniversary. Cory launched Lure Agency in 2012, managing social media engagements for the many Davidson and Benchmark properties before focusing on the B2B side of hospitality. Lure Agency's current partners include independent resorts, suppliers, and vendors in the hospitality industry.


Professional & Other

As a native San Diegan, Cory received his BA in Fine Arts (with an emphasis in Graphic Design) from San Diego State University and currently resides n the suburbs of San Diego with his family, including his twin teenage daughters.

Cory is the current VP of Communications for HSMAI San Diego Chapter.

Industry Associations

Cory's Latest Articles & Case Studies

Cory Falter

Unlocking the Secrets: The Unseen Forces Behind Hospitality Brand Success

By Cory Falter Feb 6, 2023

Forget everything you thought you knew about branding. Unfortunately, there is a common misconception about what branding actually means. While a logo...

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Cory Falter Susan Barry

Video: Cracking the Hospitality Startup Code and Standout in a Crowded Market

By Cory Falter & Susan Barry Feb 6, 2023

Navigating the intricacies of the hospitality industry can be daunting, especially for startups looking to make their mark. Hotel vendors and suppliers...

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Perry Smith Cory Falter

ChatGPT Hack for Hospitality: 5 Minute Video

By Perry Smith & Cory Falter Feb 6, 2023

Two of our Cayuga Hospitality Consultants, Cory Falter and Perry Smith, got together to discuss the potential opportunities to leverage AI in...

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