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

After 8 years of being out of the hospitality industry, I walked into a travel agency to the exclamation, "Hey! You're the Bingo Guy!" An email marketing campaign to drive sales from 8 years prior confirmed three things: 

•	The Power of Storytelling
•	The Power of Personal Branding
•	I Needed a Cooler Nickname

If you're looking to:

•	Develop creative paths to success
•	Find opportunities hiding in plain sight
•	Communicate strategic alternatives

Then let's chat!

In a world spinning with possibilities, I believe it's the genuine relationships we forge that make it go round.  And when you apply a bespoke touch to business – tailoring your sales, marketing, and personal brand to resonate with each individual – that's where the magic happens. 

Things I love talking shop about:

•	Customer service that's relationship-focused
•	Critical thinking & problem solving that gets to the root of the problem
•	Storytelling - Ask me about that bingo contest
•	Digital marketing & social media - CHDM certified!
•	Creative ideas & content development

Away from work I love spending time with my family, creating art, playing golf, and rooting for the Cubs and Bears. Additionally, I support the Michael J. Fox Foundation and Muscular Dystrophy Association. Please message me if you’d like to share your story or need help in reaching your goals.

Don Barnett

Every hotel Salesperson when that 2-day meeting asks for space availability every day for the next 6 months...

Don't get me wrong, having alternative dates is a great thing. But not having a date in mind and asking someone to provide a large swath of availability options isn't reasonable.

Plugging a proverbial puzzle piece into the greater picture takes time.

What do you think is a reasonable number of date options to request?

Creative Solutions for Hospitality Success | Director of Sales & Marketing at LondonHouse Chicago | Certified Hospitality Digital Marketer

For a fleeting moment, I actually got some street cred at home. Then I mentioned this 30 more times and now my family is dizzy from rolling their eyes at me...

Grateful to be named to the 𝗧𝗼𝗽 𝟭𝟬𝟬 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿𝘀/𝗧𝗼𝗽 𝟭𝟬𝟬 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿𝘀 in Global Hospitality. 🙏
 
Big thanks to the International Hospitality Institute and Dr. Jeffrey O for the recognition!
 
Consistently creating content that is edutaining to the teeming masses isn't easy.

Aside from the challenge of actually creating it, you have your detractors:

• Family, friends and colleagues that roll their eyes at you
• Those who say, "this isn't how we do things"
• Those deeply committed to tradition, yet strangely allergic to visibility

Somewhere beyond all that, Don Hoteleone emerged… talking hospitality on LinkedIn like it was a good idea. Turns out, it was.
 
If it sparked a thought, a laugh, or a DM, it was worth it.

Winter Travel Tip - Stick to your hotel's restaurants instead of the random hallway sampler trays.

Someone I just met told me, “I feel like I know you.”  
Me: "Have you been reading my diary?"
Because dad jokes.
 
But that 𝘧𝘦𝘦𝘭𝘪𝘯𝘨 they had? That's everything.
 
Because when people feel like they know you:
 
➡️ They say “Sure, let’s chat”  
➡️ They answer your emails without ghosting  
➡️ They tell their friends, “Oh! I know someone perfect for that”
 
Why?

Because consistent authentic content builds 𝘧𝘢𝘮𝘪𝘭𝘪𝘢𝘳𝘪𝘵𝘺. 
The secret sauce of inbound everything.
 
If someone’s seen your posts, chuckled at your dad jokes, or shared your spicy takes on hospitality... You’re not a cold email.  You’re 𝘵𝘩𝘢𝘵 𝘓𝘪𝘯𝘬𝘦𝘥𝘐𝘯 𝘱𝘦𝘳𝘴𝘰𝘯 𝘸𝘩𝘰 𝘮𝘢𝘥𝘦 𝘵𝘩𝘦𝘮 𝘴𝘯𝘰𝘳𝘵 𝘭𝘢𝘶𝘨𝘩 𝘰𝘷𝘦𝘳 𝘵𝘩𝘦𝘪𝘳 𝘤𝘰𝘧𝘧𝘦𝘦.
 
Familiarity breeds opportunity.
 
So post the thing. Say the stuff. Be a little weird.  
Your inbox (and maybe your career) will thank you.

Still posting pics of your beige rooms?
Congrats!
You've created digital melatonin.

I get it. You’re busy. 
The GM is covering night audit, the sales team is trying to fix their printer, and the only guest content is a blurry picture of their room service.

Here’s a better way to create content:

✅ 𝗦𝘁𝗮𝗿𝘁 𝗮 𝘀𝗲𝗿𝗶𝗲𝘀. 
“Housekeeping Heroes.” 
“Front Desk Confessions.”
“Breaking Banquet Chairs."
(Okay, maybe not that last one.)

✅ 𝗨𝘀𝗲 𝗿𝗲𝗮𝗹 𝗽𝗲𝗼𝗽𝗹𝗲. 
Guests love your hotel. 
Your staff has personality. 
Pet friendly? Who doesn't love pooch pics?

✅ 𝗦𝗮𝘆 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴. 
Boring posts = crickets. 
Personality posts = clicks, shares, bookings, and someone finally knowing what your hotel actually 𝘧𝘦𝘦𝘭𝘴 like.

Want to talk shop? Send me a DM. 
But please know, I have no idea how to fix a broken banquet chair.

Every hotel Salesperson when a client doesn't seem interested in the hotel and you defer to the quirky stuff.

Give me 50 seconds and I'll tell you why just showing up on social media doesn't work.
It's 𝘩𝘰𝘸 you show up. Bear Down!

Feeling overshadowed by hotels that are more “influencer-friendly”?

You know the ones, where every corner is designed for selfies, and even the towels have a bigger following than you.

Fear not! Here’s how to create your own influence (without hiring a TikTok star to dance in your lobby):

➡️ Hospitality on Steroids
Treat your guests like celebrities (minus the outrageous demands). A surprise room upgrade? Free dessert? A welcome beverage? Make them feel special, and they’ll brag about it online.

➡️ Make Headlines (For Good Reasons)
Do something so amazing that your local news station covers it. “Hotel offers guests unlimited free waffles” is way better than “Hotel pool bleaches guests' hair.”

➡️ Befriend the Big Shots
Is there a famous concert venue or sports team nearby? Partner with them. Offer discounts, create events, but start that relationship today.

➡️ Be Unapologetically YOU
Your brand isn’t just a logo, it’s a personality. Consistency wins. If your vibe is “luxurious tranquility,” own it. If it’s “quirky and fun,” lean in. Just don’t be the hotel that tries to be everything and ends up looking like a carnival from hell.

And for the love of free WiFi… post about it! If it’s not on social media, did it even happen?

Which of these will you try first?

Is this the year you take your personal brand seriously?
Because the payoff isn't like and comments.
It's new opportunities, new connections, and being top of mind when it matters most.

Turn up your music, open your mind, and get ready for this... Mmmmmm DROP:

🎤 𝗥𝗵𝘆𝗺𝗶𝗻’ 𝗮𝗻𝗱 𝗦𝘁𝗲𝗮𝗹𝗶𝗻’

You don't have to reinvent the wheel with content. 
Study successful professionals in your industry.
Borrow what works, remix it, and make it your own.

🎤 𝗡𝗼 𝗦𝗹𝗲𝗲𝗽 𝗧𝗶𝗹 𝗕𝗿𝗼𝗼𝗸𝗹𝘆𝗻

Building a brand takes relentless consistency. 
Show up daily, share your voice in posts and/or comments, and keep your audience engaged.
Because you can't, you won't, and you don't stop!

🎤 𝗠𝗮𝗸𝗲 𝗦𝗼𝗺𝗲 𝗡𝗼𝗶𝘀𝗲

Forget blending in. The loudest, boldest, 𝗺𝗼𝘀𝘁 𝘂𝗻𝗮𝗽𝗼𝗹𝗼𝗴𝗲𝘁𝗶𝗰𝗮𝗹𝗹𝘆 𝘂𝗻𝗶𝗾𝘂𝗲 𝘃𝗼𝗶𝗰𝗲𝘀 are the ones that stand out. Lean into your personality.

Are you ready to move the crowd to the break of dawn?

Need a few more tips? Hit me with a DM.

Sales used to be a game of volume. Smile, dial, repeat until someone buys or files a restraining order. 

I’ll take 𝘮𝘦𝘮𝘰𝘳𝘢𝘣𝘪𝘭𝘪𝘵𝘺 over volume.

Nobody remembers the 57th sales email that starts with “Hey [First Name], just circling back...”

But they 𝘸𝘪𝘭𝘭 remember:

🌟 A GIF instead of a PDF
🌟 Some swag mailed to them
🌟 A consistent presence on LinkedIn
🌟 The help you provide with no quid pro quo

There are a lot of human templates out there.
Be the custom work of art.

Know someone who embodies this? Tag them in the comments and make their day 😁

OTA's have you where they want you.
Running marketing circles around you.
Your hotel's response? DO NOT DISTURB

You can't out-promote OTAs on ad spend......but you can out-charm, out-human, and out-wow them with a single Instagram Reel of:

✨ Your bartender making your signature margarita 
✨ Your book drive to benefit a local charity
✨ Your GSA's tip for best local theatre

Social media gives your hotel the unique opportunity to make guests feel like they already know you before they arrive.

It builds trust with no middlemen, no commission fees, no pop-up circus.

That’s your competitive edge. And you’re letting it collect digital dust.

💡 Pro move: Invest in a social media partner who can turn everyday hotel moments into magnetic content. Because while OTAs sell rooms, 𝘆𝗼𝘂 𝘀𝗲𝗹𝗹 𝗮𝗻 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲.

And experiences start with connection.
Need a referral? I know people.
Or as they say in Chicago, "I gotta guy/lady."

I hate to be the one to say it, but your hotel isn’t cut out for influencer marketing.
 
Not because the property doesn't have a story.  
Not because your team lacks personality.
 
It’s because… 𝘆𝗼𝘂’𝗿𝗲 𝗻𝗼𝘁 𝗲𝘃𝗲𝗻 𝗮𝗰𝘁𝗶𝘃𝗲 𝗼𝗻 𝘀𝗼𝗰𝗶𝗮𝗹 𝗺𝗲𝗱𝗶𝗮.  And influencers can’t tag thin air.
 
What's the 𝘭𝘶𝘤𝘳𝘢𝘵𝘪𝘷𝘦 side of influencer marketing?

It's their ability to create FOMO.
It's visibility in front a new audience.
It's visibility in front of an engaged audience.

And then seeing things like bookings, F&B reservations, or tickets to events POP.
 
Still not convinced this stuff works?  DM me. I have receipts.

An influencer reached out to work with your hotel?
Here are some 🚩🚩🚩🚩 that you should politely turn them down.

🚫 "Me make good post!"
Grammar? Spelling? What's that? If they can't make words good in an email how can you trust them to professionally represent your brand?

🚫 "Hey there!"
If they open with a generic, impersonal "Hey there!" sent to your general sales inbox, it's not a heartfelt proposal, it's a mass email disguised as a love letter.

🚫 "Can't wait to film an epic sunset reel by your pool!"
But you don't have a pool. And you haven't seen the sun in months (okay, 𝘐 𝘩𝘢𝘷𝘦𝘯'𝘵 seen the sun in months which explains my milky complexion)

🚫 "I have a great following."
But doesn't include social media links. The pros will share their profiles and perhaps a media kit.

What's a lesson you've learned from working with influencers?

My first thought was, "No way."
But it was true.
A free book, no strings attached. And what a book it is.

This book is a philosophical deep dive into wealth, health and happiness

Some great takeaways:

🔖 Play long-term games with long-term people. Invest in relationships.
🔖 Happiness is a state of mind, not a destination. Stop saying, "I'll be happy when..."
🔖 "If you can't decide, the answer is no."
🔖 Quantity of books read is a vanity metric. It's better to read 100 great books over and over to deeply understand them.
🔖 "Facebook redesigns. Twitter redesigns. Personalities, careers, and teams also need redesigns. There are no permanent solutions in a dynamic system."
🔖 "Forget rich versus poor, white-collar versus blue. 𝗜𝘁'𝘀 𝗻𝗼𝘄 𝗹𝗲𝘃𝗲𝗿𝗮𝗴𝗲𝗱 𝘃𝗲𝗿𝘀𝘂𝘀 𝘂𝗻𝗹𝗲𝘃𝗲𝗿𝗮𝗴𝗲𝗱." (my personal favorite takeaway)
🔖 Build specific knowledge that you can use to create leverage.
🔖 This one I already knew - "Don't take yourself so seriously. You're just a monkey with a plan."

A link to the free download is in the comments.
No strings attached. 🤯
Have a great day!

Do you walk into networking events scanning name tags like they're expiration dates?
"Ahhhh, you're fresh. Let me tell you what I do."

There's a better way. 

𝗪𝗵𝗮𝘁 𝗠𝗼𝘀𝘁 𝗣𝗲𝗼𝗽𝗹𝗲 𝗗𝗼

• Wake from LinkedIn hibernation to announce: “I’m going to __________ event.”
• Show up. 1,000 attendees. 𝘔𝘢𝘺𝘣𝘦 10 real conversations.

𝗛𝗼𝘄 𝘁𝗼 𝗣𝗹𝗮𝘆 𝗶𝘁 𝗟𝗶𝗸𝗲 𝗮 𝗣𝗿𝗼

• Post on LinkedIn 𝘤𝘰𝘯𝘴𝘪𝘴𝘵𝘦𝘯𝘵𝘭𝘺. 
• Let 1,000+ people get to know you 𝘦𝘷𝘦𝘳𝘺 𝘥𝘢𝘺
• Show up to the event and people 𝘢𝘭𝘳𝘦𝘢𝘥𝘺 𝘬𝘯𝘰𝘸 𝘸𝘩𝘰 𝘺𝘰𝘶 𝘢𝘳𝘦.
• Get warm intros, real convos, and way fewer awkward badge glances.
 
 Conferences are great.  
💡 But LinkedIn is how you keep the energy going 
      every. 
      single. 
      day.
 
What holds you back from jumping in the LinkedIn pool? (the water is great BTW).

taplio

The Battle

Christine Malfair 🏨

Don Barnett

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Performance ScoreChristine Malfair 🏨's LinkedIn Performance

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taplio

The Battle

Christine Malfair 🏨

Don Barnett

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 ScoreDon Barnett's LinkedIn Performance

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Performance ScoreChristine Malfair 🏨's LinkedIn Performance