Curacity

About Curacity

Curacity operates as a marketing technology and data analytics firm focused on the hospitality industry, specifically serving luxury and lifestyle hotels, resorts, and cruise lines. The company was founded in 2015 by Mike Keriakos, Nick Slavin, Shahzad Malik, and Steve Elkes, with headquarters in New York City and Stamford, CT. The founders combined their diverse experiences to address a gap in the market; Slavin brought expertise from hotel investments at Starwood Capital, while Keriakos had a background in digital media, co-founding and taking Everyday Health public. This fusion of hotel industry knowledge and media/data experience was pivotal in shaping Curacity's business model.

The firm's core business revolves around a guest acquisition platform that connects its hotel clients with a network of over 50 premium media brands, including AFAR, Condé Nast Traveler, and Travel + Leisure. Instead of traditional advertising, Curacity facilitates the creation and distribution of editorial-style content about its partner hotels through these media outlets' newsletters, which are sent to millions of engaged subscribers. This strategy targets high-intent travelers during the inspiration phase of their journey, before they begin actively searching for accommodations. The company's revenue model is performance-based, meaning hotels pay a commission only on completed stays that are directly attributable to Curacity-facilitated content, minimizing upfront risk for the hotel.

Curacity's key offering is its proprietary attribution technology, which bridges the gap between upper-funnel marketing efforts and measurable revenue. The platform uses secure data connections to match anonymized email data from media partners with a hotel's booking data, allowing it to track which consumers were exposed to content and subsequently made a reservation. This provides clear ROI data, a feature often lacking in traditional PR and content marketing. In addition to guest acquisition, the platform offers an "Insights Hub" that provides analytics on guest behavior, booking windows, lead times, and length of stay, enabling hotels to refine their revenue management and marketing strategies. For its media partners, Curacity provides a revenue stream by allowing them to earn commissions when their content leads to bookings. The platform has also expanded to work with social media creators, vetting them and connecting them with hotels to create content that drives bookings, again with a focus on measurable financial impact.