Offload Marketing, Boost Revenue & Profitability & Reclaim Your Day | Fractional CMO & Marketing Advisor getting enviable results for independent hotels since 2010 | Love language: coffee ☕+ tacos 🌮

There was a moment when I was a hotel GM that changed how I see marketing.

It wasn’t during a campaign launch or a strategy session. 
It was the middle of a normal week.
You know the ones - staffing issues, guest expectations, owner pressure.
And there it was again: marketing on my to-do list.

As a hotel GM, I wasn’t trained for it. 
I didn’t have a team. 
But it was on my plate, and that meant it had to work.

I didn’t come up through marketing. 
I came up through hotel operations (actually started on the front desk)
I've opened properties, led teams, and managed the nonstop reality of 24/7 hotels. 
I was also expected to “figure out” marketing, with real consequences if it didn’t work.

That experience shaped how I approach marketing today.

When you’ve sat in the GM seat, marketing can't be theoretical. 
It can't be a list of tactics. 

It needs to be a system - one that should pull its weight, respect your team’s capacity, avoid waste, and justify every dollar spent.

I couldn’t unsee that gap once I noticed it.
I knew other hoteliers were in the same situation.

So I started Malfair Marketing in 2010.
For over 15 years, I’ve worked with independent hotels as a fractional CMO, helping hotel leaders turn marketing into a revenue engine.

This isn’t agency marketing.
I don’t sell channels or one-off ideas. 

I help hotels identify the highest-impact revenue moves, eliminate wasted effort, and focus on what actually moves the needle - all based on how guests buy and how hotels really operate.

The outcome is simpler than most marketing promises:
• Less wasted spend
• Clear priorities
• Confident decisions
• A marketing engine your team can sustain

Hotels shouldn’t have to guess what’s working, what’s not, or how to grow revenue.

Agree?
If so, the best next step is a book a 1:1 call with me.  (see Featured section).


Member: HSMAI British Columbia Chapter
Lover of coffee ☕, tacos 🌮and beach vacations 🏖️

Christine Malfair 🏨

Search has changed, and Google is reclaiming ground.   If you’re wondering whether your hotel is showing up, this will help.


There's a lot of technical chatter online.  
It's no surprise that Hoteliers are pausing to make sense of it all. 

You're too busy for hours of research.
You're too busy to learn the ins and outs and the latest updates. 

Here is something I hope helps. 

11 short slides to swipe through, and then you'll know:

- How today's search differs from the old model

- How hotels are selected in AI search 

- Why hotels are sadly ignored without realizing it

- What matters more than adding new tech & tools

AND:  The one place to start if you're unsure

In 2026, the indie hotels that win won’t “add AI”, 
They’ll turn their content into guest-first data that AI can’t ignore.


Are you prioritizing how you show up online for AI search?

If "no", "not yet", or "not sure", 
Send this post to a colleague, Owner, or Manager.

Christine Malfair

High-impact revenue moves for independent hotels - because growth shouldn’t be a guessing game. Experience from running hotels (Ex-GM) 15+ yrs as a fractional CMO growing revenue and reputation.

How Hotels Get Found in AI Search & Where to Start

Amalia Fowler

I save my clients money with Google Ads audits and strategy calls.

Amalia Fowler is a marketing expert in strategy & paid media, focused on bringing clarity to her clients. She believes in looking at marketing from a holistic perspective and has worked directly with hundreds of clients of varying sizes across multiple industries. She brings this cross-industry and cross-platform expertise together with the core belief that no two clients are alike, and therefore no two marketing strategies should be the same either. Her favorite saying is 'it depends'. 

Her original expertise was developed in Google Ads and paid acquisition, and she has since added experience with Google Analytics, social media marketing, measurement, testing and optimization, CRO and SEO. Amalia has also spent considerable time doing customer research and developing brand and voice documents for clients, helping them unify the user experience from awareness through to post-purchase. Working with email and content experts, Amalia has led demand generation efforts for multiple B2B and B2C organizations during her time in agency.

Amalia is also experienced at building exceptional teams, having developed and run two separate high-performance digital marketing departments. She believes that communication is at the heart of every relationship and in approaching leadership from the standpoint of curiosity. Clear expectations, willingness to be in-the-weeds and consistent support are hallmarks of her management style.

She passionately pursues opportunities to educate and mentor in the digital marketing space. She is a marketing faculty member at the British Columbia Institute of Technology and a speaker - appearing at both SMX East in New York City, SMX Virtual conferences and PPC HeroConf. She has also been a mentor with various SEO and PPC programs, supporting individuals as they begin their career in digital.

Senior PPC Consultant

Amalia is a Senior PPC Consultant at RicketyRoo, Inc. where she manages PPC strategy and implementation across a portfolio of clients.

I am incredibly thrilled to announce I lost a client this week. 

I know. You're probably like wait... what? You're THRILLED? 

Yes. I genuinely am. 

When we started working together almost three years ago she told me her ultimate goal was to grow the business enough to sell it. 

So sure, I'm losing a client, but she's achieved her dream! 

Helping people do that is my favourite part.

BCIT Marketing Professor & Digital Marketing Strategist

I have spent a long time away from this app and posting as a content creator. 

First I thought I'd come back while on maternity leave. Nope.

Then I thought I'd come back when I returned to teaching. Nope.

I am a big believer in working with both my gut and the data, and I just wasn't ready yet. 

But the stars are aligning, so you'll see me here more often again, with a whole new lens on entrepreneurship, Google Ads, digital marketing strategy and more. 

I can't wait (which is truly how I know it's time to return)

When you launch a new site please:

1. Inform your agency or ad provider 
2. Have a plan to replace existing landing pages 
3. Have a plan for SEO & redirects 

Please. On behalf of digital marketers everywhere.

taplio

The Battle

Christine Malfair 🏨

Amalia Fowler

Followers

Posts

Engagements

Likes

Performance ScoreChristine Malfair 🏨's LinkedIn Performance

Performance ScoreAmalia Fowler's LinkedIn Performance

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taplio

The Battle

Christine Malfair 🏨

Amalia Fowler

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Christine Malfair 🏨's LinkedIn Performance

Performance ScoreAmalia Fowler's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreChristine Malfair 🏨's LinkedIn Performance