As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Alexia Abreu, Founder & CEO of Lumara.
Alexia Abreu is the Founder & CEO of Lumara, a U.S.-based AI-powered SaaS platform transforming the boutique hospitality industry. With over a decade of experience in marketing, analytics, and hospitality, she blends creativity with data-driven strategies to solve real-world challenges faced by small hospitality businesses.
After working closely with independent hotels across Latin America and the U.S., Alexia saw firsthand how many struggled with limited access to technology, staffing shortages, and an overreliance on costly Online Travel Agencies (OTAs). Driven to level the playing field, she launched LUMARA Smart Hospitality to democratize AI-powered hotel websites, offering boutique hotels commission-free booking tools and 24/7 AI concierge support. Her mission is to help small U.S. businesses stay competitive on a global scale—without sacrificing their unique identity.
In this candid conversation, Alexia Abreu shares her journey, insights, and the strategies that have helped her build a results-driven business and empower other entrepreneurs to do the same.
How does your work contribute to solving critical challenges in the U.S. hospitality and small business landscape?
LUMARA addresses two urgent U.S. challenges:
- Labor shortages in hospitality – AI automation reduces the need for repetitive staffing, enabling hotels to maintain high service quality with fewer resources.
- Eroding margins from OTA commissions – Independent hotels often lose up to 25–30% of each booking to large platforms. LUMARA gives them the tools to retain more revenue, strengthen direct guest relationships, and remain competitive.
What inspired you to create LUMARA, and what personal or professional experiences led to its founding?
While Lumara is hospitality-focused, it empowers small businesses economically. My background in marketing, analytics, and hospitality revealed an imbalance in the industry – small operators had to depend on expensive third-party platforms to survive. I saw a way to restore autonomy and profitability to these businesses through accessible AI tools.
What specific problem does your product solve, and who benefits most from your innovation?
Boutique hotels and independent lodging lose up to 30% of revenue to OTA commissions. LUMARA replaces that dependency with commission-free, AI-powered websites and concierge automation that increase direct bookings and operational efficiency.
How is your approach different from other solutions in the market?
We’re not just building software, we’re building independence. LUMARA is designed for non-tech-savvy owners but delivers premium, enterprise-grade functionality that’s easy to use and visually compelling.
What has been your most impactful strategy for acquiring early users and scaling?
We built a visual intake flow where hotels can see their website prototype instantly. This reduced onboarding friction, increased conversions, and proved highly effective even during our MVP stage.
How are you using data, AI, or automation in ways that empower your users rather than overwhelm them?
Our AI concierge works quietly in the background, answering questions, managing bookings, and automating guest workflows. Owners get the benefits of automation without feeling burdened by complex tech.
What challenges have you faced as a woman founder in the tech/AI space, and how did you navigate them?
I built credibility through action. I learned the tools, built the product, and led with measurable results. That approach earned respect and attracted the right collaborators.
What does leadership mean to you in a high-growth tech environment?
Leadership is empathy over ego. It’s about understanding user needs, supporting your team, and building systems that make people feel confident, valued, and seen.
How do diversity and inclusion influence your work?
LUMARA was built to serve diverse markets across the U.S., from multilingual support to culturally aware UX design. Inclusion isn’t an afterthought – it’s part of our product DNA.
How do you overcome impostor syndrome as a founder?
Done is better than perfect. Ask instead of assuming. And remember – many breakthrough ideas looked “too ambitious” before they became obvious successes.
How do you stay ahead of industry trends?
I read, build, and test constantly, but I also listen to real users. Trends inform us, but mission and execution sustain us.
If you could spark a global movement through your work, what would it be?
To champion technology that respects and preserves local culture. Tools should empower businesses without erasing what makes them unique.
What industry myth would you like to disrupt?
Small businesses must rely on big platforms to survive. They don’t, they just need the right tools.
What advice would you give to women entering AI, SaaS, or hospitality tech?
You don’t need to be a coder to lead in tech. Care deeply about a problem, commit to solving it, and learn the rest along the way.
Have you received recognition or mentorship invitations for your work in AI or entrepreneurship?
Yes, my work with LUMARA Smart Hospitality has led to invitations from senior engineers, startup founders, and ecosystem leaders to collaborate, receive mentorship, and share insights on AI automation for small business competitiveness. These recognitions validate both the technical innovation and market relevance of my work.
What is your long-term vision for how LUMARA Smart Hospitality will impact the U.S. economy and innovation ecosystem?
The long-term vision for LUMARA is to scale AI-driven tools that help small hospitality businesses remain financially independent, retain jobs, and compete on a global level. By strengthening local business resilience, we also contribute to broader economic stability and innovation adoption across service industries in the U.S.
Where can readers connect with you?
You can learn more about LUMARA Smart Hospitality and its mission to empower boutique hospitality businesses by reaching out via hello@lumara.ai. Alexia Abreu, Founder & CEO of Lumara, welcomes opportunities to connect with fellow innovators, investors, and changemakers who share her vision for AI-powered tools that strengthen local economies while preserving cultural authenticity.
