Relay Delivers Guest Satisfaction and Robot Cookies at LUMA San Francisco
Meet Henry — the digital curator who went from №177 to №34 on TripAdvisor in just three months.
About
LUMA Hotel San Francisco
A design-forward, 17-story, 299-room contemporary hotel in San Francisco's Mission Bay neighborhood, LUMA is built around local art, local brands, and a curated guest experience. From Oracle Park to the SOMA neighborhood, LUMA connects its guests — families and tech professionals alike — to the best of the city.
Challenge
Standing out in one of the world's most competitive hotel markets
LUMA San Francisco wanted to elevate personal service and create something genuinely memorable. Standard room service wouldn't cut it. The team needed a way to humanize technology, drive repeat bookings, and give guests a reason to come back — and talk about it.
Solution
Henry — digital curator that provides room service with a hug at the end
LUMA's "digital curator" Henry delivers towels, snacks, drinks, and his signature robot cookies to guest rooms in 3 to 5 minutes, any time of day or night. Introduced to every guest at check-in, Henry operates in mingle and photo modes, wears a custom wrap inspired by staff uniforms, and has become the most-mentioned aspect of the hotel in post-departure surveys.
700
deliveries in first 3 months
3–6
min average delivery time
20%
TripAdvisor reviews mention Henry
№34
on TripAdvisor — up from №177
500
miles traveled
Testimonial
"It's not a novelty. Henry is really an extension of our guest services team, impacts guest stays, and fulfills deliveries."
— Russell Bordallo, Director of Guest Curation, LUMA Hotel San Francisco
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