Unlike classic SEO, where your job is to climb the blue-link ladder, GEO is about becoming the answer itself. Generative engines don’t show you 10 results. They summarize, synthesize, and sometimes hallucinate.

Your team put together a thoughtful, well-written version of the Wikipedia article. Why reinvent the wheel?

Here’s the honest truth: even if your draft looks good, it's probably more of a wishlist than a Wikipedia-ready article.

When New York’s Poster House opened in 2019, it made history as the first museum in the U.S. dedicated to poster art. But by 2024, its Wikipedia article hadn’t kept up.

The existing page was focused on the museum’s early days, missing updated coverage from its post-COVID reopening, and lacking key details about its growing collection, exhibitions, and special initiatives. 

That’s when Poster House partnered with Lumino.

Visibility and credibility are crucial for any brand, especially nonprofits that rely heavily on their online reputations. These organizations understand that the information journalists, donors, and key stakeholders find about them online determines how they're perceived and potentially shapes news coverage about them in the future.

We're thrilled to see more comms teams formalizing their vendor selection, but we've also noticed a common theme: most RFPs don’t actually include the right questions. They focus on turnaround times and pricing models—important stuff, sure—but they skip the essential parts that determine whether your vendor will deliver real, lasting results.

In a world where your guests’ thumbs do the walking—and talking—it’s time to stop asking if social media matters for your hotel and start asking how to make it work harder for you.

Generative AI tools like ChatGPT, Google Gemini, Microsoft Copilot, and DuckDuckGo’s DuckAssist rely on Wikipedia more than most people realize. And it’s not just in training. Wikipedia is also referenced in real time by many tools, often forming the backbone of the summaries, answers, and blurbs AI generates about people, companies, and products.

A Signature Social Moment™ is a photo-worthy, post-triggering detail designed to be shared. It’s the cocktail that gets tagged before it’s tasted. The corner of the lobby that’s lowkey famous. The detail that guests show their friends before they even unpack.

What if we told you the ROI of organic social isn’t just measurable—it’s mission-critical for modern hospitality?

At Lumino, we help hotels harness behavior-driven design to create Signature Social Moments—the kind guests feel compelled to share. In this post, we’re breaking down the psychology behind why people post on social media—and how to design for it.

You don’t need to reinvent the wheel. You just need the right mix of post types that stop the scroll, spark bookings, and keep your hotel top of mind. Here are 15 evergreen Instagram post ideas every hotel should be using—and yes, we’ve seen them work.