Terms of Service

Last updated: 25 October 2026

These are the terms for the Luma service, including how long the agreement runs, what we commit to, and how guest data is handled.

1. Who this agreement is between

Luma is operated by Ardan Marketing ("Luma", "we", "us"). These terms govern use of the Luma website and, where a hotel has subscribed, the Luma concierge service ("the service"). "You" means the hotel or company that subscribes. Using the website or the service means you accept these terms; a signed order form or written acceptance of a fee proposal incorporates them in full.

2. The service

Luma is a voice-and-text concierge for hotels. Guests reach it by scanning the QR code on their key-card holder, speak or type in their own language, and Luma answers, raises a request, and routes it to the department that can act on it. Staff work from a console that shows those requests. We continue to develop the service and may add, change, or retire individual features; we will not materially reduce the core functionality you subscribed to during a paid term.

3. Term, renewal and ending the agreement

The initial term is 12 or 6 months, depending on the plan you choose, and starts on the day your property goes live rather than the day you sign. Your monthly rate is held fixed for the whole of that initial term.

After the initial term the agreement continues month to month at the then-current rate. Either of us can end it at that point with 30 days' written notice. We will give you at least 30 days' notice before any change to your rate, and a rate change never takes effect inside an initial term.

Either of us may end the agreement immediately for material breach if the other has been told about it in writing and has not put it right within 30 days.

When the agreement ends, you get a full export of your hotel's data in a machine-readable format, and we delete it from live systems within 30 days of that export, and from backups on their normal rotation. Fees already paid for an unexpired initial term are not refundable unless we are the party in breach.

4. Support

Support is by email at ari@hey-luma.com, during business hours, from the people who built the product. We reply by the next business day, and work critical issues — guests cannot reach Luma at all, or requests are not reaching your staff — the same business day. Planned maintenance is scheduled outside your peak hours wherever we can, and you have a named contact for the whole term, not a ticket queue.

5. Use of the service

There is no cap on the number of guest conversations, rooms, or staff logins. In return we ask that the service is used as intended: for your own property, by your own guests and staff. You agree not to resell or sublicense it, not to reverse-engineer it or attempt to extract its prompts or models, not to use it to build a competing product, and not to load it artificially or in a way that degrades it for others. Access credentials are yours to look after, and you are responsible for what is done under them.

6. What we need from you

For the service to work well, you keep your hotel content accurate, opening hours, menus, amenities, departments and the people who staff them, and you give us a named contact we can reach during rollout and afterwards. You manage your own staff accounts and remove people who leave. You also confirm that you may lawfully offer Luma to your guests and inform them about it, which the in-app consent step is designed to support.

One practical point worth repeating: free-text fields such as the hotel knowledge base are read by the AI model. Do not put passwords, safe codes, or other secrets in them. The Wi-Fi password and safe code that Luma shows on a guest's screen are handled by a separate mechanism that never sends them to the model.

7. Data protection

For guest personal data handled through the service, you are the data controller and we are the processor. We process it only on your documented instruction and only to provide the service. The detail, categories of data, subprocessors, transfers, retention, security and breach handling, is set out in the Data Processing Agreement, which forms part of these terms. Our Privacy Policy covers the rest.

Each of us is responsible for complying with applicable data protection law, including the GDPR, in our own role.

8. Intellectual property

The Luma name, brand, software, interfaces, prompts and models are ours or our licensors', and nothing here transfers them to you. You may not copy, reproduce or distribute them beyond normal use of the service.

Your hotel content and your guests' data remain yours. You grant us only the licence needed to host and process them in order to run the service for you. We may use aggregated, de-identified statistics, figures that cannot identify a guest, a hotel, or you, to improve the product.

9. Confidentiality

Each of us may learn things about the other that are not public, commercial terms, operational detail, technical information. Both of us will keep that confidential, use it only for this agreement, and protect it at least as carefully as our own confidential information. This does not cover information that is already public, is independently developed, or must be disclosed by law.

10. Warranties

We warrant that we will provide the service with reasonable skill and care. Beyond that, and to the fullest extent permitted by law, the website and service are provided on an "as available" basis: we do not warrant uninterrupted or error-free operation, and we disclaim implied warranties not expressly stated here. Luma assists your team; it does not replace your own judgement on safety, security, or emergency handling.

11. Limitation of liability

To the fullest extent permitted by law, neither of us is liable for indirect, incidental, special or consequential loss, or for lost profits, revenue or goodwill. Our total liability under this agreement is capped at the fees you paid us in the 12 months before the claim arose. Nothing here limits liability that cannot be limited by law, including for fraud or death or personal injury caused by negligence.

12. Changes to these terms

We may update these terms from time to time; the "last updated" date above shows the current version. For a subscribing hotel, a material change takes effect at your next renewal, not mid-term, and we will tell you before it does.

13. Governing law

This agreement is governed by the laws of the State of Israel, and the competent courts of Tel Aviv-Jaffa have exclusive jurisdiction over any dispute arising from it.

14. Contact

Questions about these terms, or about a fee proposal? Reach us at ari@hey-luma.com.