San Diego, CA & Boulder, CO — Benchmark Global Sales, the powerhouse behind group business for Benchmark Resorts & Hotels, has partnered with Lure Agency to level up sales performance across its independent portfolio with one clear goal: drive more direct group revenue.
As group business rebounds and competition stiffens, Benchmark Global Sales is doubling down on modern sales strategies to help its properties outperform branded competitors without sacrificing identity or experience. The partnership with Lure Agency is focused on amplifying direct lead flow, increasing qualified conversions, and boosting profitability across the portfolio.
Our sales teams aren’t just booking meetings, they’re building bottom lines. This partnership with Lure enhances our ability to deliver high-value results for owners, operators, and planners alike. It’s a win for everyone. John MacMullen, Senior Director of Business Development at Benchmark Global Sales
Lure Agency brings its proven WINS Method™—a data-driven, conversion-focused approach that helps hospitality brands increase visibility, trust, and direct revenue. But in this partnership, the spotlight stays firmly on Benchmark’s sales teams: supporting their efforts with scalable marketing systems and strategic content designed to fuel real revenue results.
Benchmark is doing more than filling calendars; they’re helping properties secure long-term management value by consistently driving group business. We’re here to back them up with the tools and tactics that keep that pipeline warm and the bottom line growing. Cory Falter, Partner and CEO at Lure Agency
Why It Matters
For ownership groups and asset managers seeking consistent, measurable returns from their meeting and event space, Benchmark Global Sales is now equipped with an even stronger go-to-market engine; one that brings in higher-quality leads, reduces friction in the buyer journey, and highlights each property’s unique selling points.
This strategic alignment also positions Benchmark to attract new management contracts by demonstrating a proactive, performance-based approach to growing group sales—especially in a time when direct revenue matters more than ever.
About Benchmark Global Sales / Benchmark Resorts & Hotels
Benchmark Global Sales is the meetings & events division of Benchmark Resorts & Hotels—a leading collection of distinctive resorts, hotels, and conference centers that deliver unforgettable group experiences across North America and beyond. With a portfolio of over 50 hand-picked properties, Benchmark offers unmatched flexibility, personalization, and ROI for planners and ownership alike. Learn more at benchmarkresortsandhotels.com
About Lure Agency
Founded in 2012, Lure Agency helps hospitality brands turn clicks into connections and connections into conversions. By blending science and soul, the agency bridges the gap between sales and marketing with strategies that drive measurable revenue and lasting relationships. Through its proprietary WINS Method™, Lure empowers hotels and hospitality vendors to attract the right buyers, build trust at scale, and win more business in an AI‑driven world. Learn more at lureagency.com
Susan Tucker
Partner & COO | Lure Agency
