Malfair Marketing

Malfair Marketing's mission is to save busy hoteliers time and money by delivering strategic marketing solutions that increase bookings at a fraction of the cost of big agencies.

🚀Book a free hotel growth call  (https://malfairmarketing.com/book-strategy-session)

Current & Past Clients:
Summerland Waterfront Resort & Spa, Summerland, BC
Copper Point Resort & Spa, Invermere, BC
Mountaineer Lodge, Lake Louise, AB
Best Western Plus, Valemount, BC
Mount Robson Inn, Jasper, AB
Canmore Inn & Suites, Canmore, AB
Rocky Mountain Inn, Canmore, AB
Fairmont Vacation Rentals, Fairmont Hot Springs, BC
Charming Inns of Alberta, Hotel Collection, AB
Juniper Hotel & Bistro, Banff, AB

Hotel Marketing CMO & Consultant

The Juniper Hotel & Bistro

As the hotel GM, I was responsible for asset management and 18% revenue growth. I led 58 people in the operations rooms division and F&B teams, sales, marketing, revenue management, guest experience, and owner relations.  

I worked on raising awareness of the hotel brand, improving its reputation, increasing profitable revenues, developing new products and services, team retention, and community engagement.

Hotel General Manager

Bellstar Hotels & Resorts

This was an exciting role as I was responsible for this hotel property's pre-opening launch and opening.  I worked on growing brand awareness, guest experience, revenue management, financial performance, and operational efficiencies while leading a rooms division team of a top-ranked Canmore hotel.

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

Have you ever wondered how your hotel could maximize its potential without being constantly overwhelmed?

As General Managers, you juggle countless responsibilities daily. 

The demands of a 24-hour operation—from managing guests, owners, and staff to handling sales and marketing—can be relentless.

Are you a hotelier facing these challenges?

- Overwhelmed by third-party booking commissions: Unsure how to sell rooms directly and avoid hefty fees.

- Struggling to keep up with digital marketing trends: The fast-paced changes leave you feeling behind.

- Disappointed with in-house marketing efforts: You see little growth and weak ROI despite a busy team.

Marketing always on the back burner: Other priorities consistently push marketing down your to-do list.

I understand your struggles because I've been there as a former General Manager and Marketing Manager myself. 

But there's a better way.

At Malfair Marketing, my clients experience:

- Increased revenue and profitability
- More repeat guests
- Improved reputation

Here's what a client has to say:

"Christine has been part of our hotel family since 2011. Seamlessly integrating with our organization and culture makes her an indispensable team member. Christine’s extensive experience in hospitality not only brings 'next level' marketing support but the business strategy and team coaching as well.

Being included in Malfair Marketing’s portfolio provides us with the continuity and stability that is difficult to replicate with an internal position. Our success in growth, prosperity, and knowledge over the past 12 years owes much of its credit to Malfair Marketing."

Chad Gulevich, Vantage Hotel Group Owner

With a degree in Tourism Management and nearly a decade of industry experience in operations, plus 14 more in marketing, I'm uniquely qualified to help hotels achieve their goals.

Services Offered:

Outsourced Marketing: Effective marketing solutions without the cost of a full-time marketing manager.

Consulting and Mentorship: Results-driven partnership that saves time and money.

👉 Book a free 30-minute hotel growth call (https://malfairmarketing.com/book-strategy-session)

No sales pitch—just a conversation about your hotel, team, and goals. 

I look forward to hearing about your journey and how I can get your hotel more profitable revenue without overwhelm.

Christine Malfair 🏨

Hoteliers, your success in 2026 depends on what you do this quarter.


Just wrapped up a great 2-day planning session with one of my hotel clients. 

Did we talk about AI? 
You bet we did. 

We talked about what AI means for hotels today, and how it’s already shaping what’s next.

There were some reactions, followed by good reaction, and then planning what needs to be done in 2026. 

We all came together and agree that the choices made now are what create tomorrow’s results.

As Seth Godin says, “Today is your best chance to improve tomorrow.” 

Hotels know how to pivot, adapt, and change better than most industries.
Agree? 
Are you getting ready for 2026 and beyond?

Christine Malfair

Hotel marketing consultant & contractor for independent hotels. Grow your direct revenue without the complexity of a big agency. | Former GM | 15+ years fractional CMO

LondonHouse Chicago

As Director of Sales and Marketing, I instill a culture of high performance by providing consistent opportunities for growth, acknowledgement, and a vision for success the team can trust and follow. Responsible for leading all property level sales and marketing initiatives. Achieved our goal of being the most followed hotel in Chicago on Instagram, streamlined sales strategies and processes resulting in a 76% growth in year over year awarded RFP value, and ranked #1 in conversion within a comp set of eleven similar hotels.

Director of Sales and Marketing

Influencer Advisory Council – IAC

Advisor and Board Member

HSMAI Chicago Chapter

Our mission is to be the leading source for sales and marketing information, knowledge, business development, and networking for professionals in tourism, travel, and hospitality. With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry while operating as a leading voice for both hospitality and sales and marketing management disciplines, as well as connecting its members with customers.

VP of Sponsorships

The Dow Hotel Company

Responsible for marked increases in business travel, convention, corporate group and airline segments. Developed sales strategies to increase revenue and cultivate new business sources through analysis of reports, client interface, leverage of electronic media, and developmental meetings with Sales staff.

Complex Assistant Director of Sales - Embassy Suites & Doubletree Chicago O'Hare

Liberty Machinery Co.

In my Marketing and Business Development role, I helped clients with the liquidation of surplus machinery and industrial equipment. I also assisted clients in the procurement of used machinery through sales from inventory or brokerage.

Marketing and Business Development

Argyle Cut Stone

As Co-Owner, I was involved in every facet of operation in this 3rd generation owned business. My responsibilities included all accounting duties, all human resources duties, purchasing, marketing, sales, contract negotiations, field measurements and machine operations.

Co-Owner

Clear Creek Stone Company, Inc.

As Vice President of Finance and Operations, I was involved in every facet of running this limestone fabrication business. Responsibilities included accounting, human resources, purchasing, sales, union contract negotiations, and land and asset deals.

Vice President Of Finance And Operations

Renaissance Hotels

As Director of Business Travel, I was responsible for all transient preferred accounts, as well as attaining new group business from Fortune 500 companies. Surpassed 2005's inaugural year transient budget by 8%. In 2006, increased average daily rate of Preferred Accounts by 11% over the previous year. Created a highly successful contest and blog with over 500 qualified followers.

Director of Business Travel, Chicago O'Hare

Hilton Chicago Oak Brook Hills Resort & Conference Center

Responsible for all transient preferred accounts as well as attaining new group business in the automotive, chemical, insurance and energy markets. Increased negotiated account revenue by over 30% two years in a row. Established a Loyalty Rate for small companies that other hotels would not sign on, servicing an underserved market niche that increased sales and boosted average daily rate.

Global Account Manager

Kimpton Hotels & Restaurants

Responsible for building partnerships with potential preferred accounts while developing relationships with existing clientele. Integral role in supplying additional leads to the group sales team. Successfully procured accounts with Ameritech and Boeing worth over $700,000 annually.

Business Travel Sales Manager, Hotel Allegro

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

Is this a great book about hospitality?
Or the 𝘨𝘳𝘦𝘢𝘵𝘦𝘴𝘵 book about hospitality?

If you’re in hotels, restaurants, or 𝘭𝘪𝘵𝘦𝘳𝘢𝘭𝘭𝘺 𝘢𝘯𝘺 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴 𝘸𝘩𝘦𝘳𝘦 𝘢 𝘩𝘶𝘮𝘢𝘯 𝘪𝘯𝘵𝘦𝘳𝘢𝘤𝘵𝘴 𝘸𝘪𝘵𝘩 𝘢𝘯𝘰𝘵𝘩𝘦𝘳 𝘩𝘶𝘮𝘢𝘯, this book should be required reading. Twice.

A few of my favorite takeaways:

𝗧𝗵𝗲 𝗛𝗼𝘁 𝗗𝗼𝗴 𝗦𝘁𝗼𝗿𝘆
A guest mentions they didn’t get to try a real New York hot dog. So the team 𝘭𝘪𝘵𝘦𝘳𝘢𝘭𝘭𝘺 runs out to get one, plates it like fine dining, and delivers it tableside. It cost them $2. It bought them a 𝘭𝘪𝘧𝘦𝘭𝘰𝘯𝘨 𝘨𝘶𝘦𝘴𝘵.

𝗗𝗿𝗲𝗮𝗺𝘄𝗲𝗮𝘃𝗲𝗿𝘀 𝗮𝗿𝗲 𝗿𝗲𝗮𝗹.
At Eleven Madison Park, “Dreamweavers” are team members whose job is to create magical, personalized moments for guests. Think human surprise & delight factory. Hospitality teams need fewer policies, more Dreamweavers.

𝗛𝗼𝘀𝗽𝗶𝘁𝗮𝗹𝗶𝘁𝘆 ≠ 𝗦𝗲𝗿𝘃𝗶𝗰𝗲. 
Service is giving someone what they asked for. Hospitality is making them feel seen. Big difference. Huge impact.

This book isn’t just for people in hotels or restaurants. It’s for anyone who wants to turn transactional moments into transformational ones.

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

Most people look at this view from LondonHouse Chicago and see a postcard. I see… a flashback.

Not just because I once co-owned a limestone company (yes, really), but because I helped build part of this view. Sort of.

Before jumping back into hotel life, I spent 7 years co-owning a limestone fabrication/restoration business. One of our projects? The iconic Tribune Tower. We restored intricate limestone details like the lintel you see pictured (basically a very fancy, very heavy eyebrow for a window).

The experience taught me something I carry with me to this day: 
Whether you're restoring a landmark or running a sales team, if you're trusted with something important, treat it like it’ll be around forever. 

Because if you do it right, it just might be.

🎆 1 post. 1.2 million views.  And suddenly our NYE ticket sales aren't just strong, they're 𝘦𝘹𝘱𝘭𝘰𝘥𝘪𝘯𝘨. 💥
 
Our social media manager posted this organically. 
No paid ads. 
No gimmicks. 
Just a killer view, a well-dressed crowd, and a moment people 𝘸𝘢𝘯𝘵 to be part of.
 
We're on the cusp of 2026 and there are still hotels not on social media.

At this point, it’s like they're refusing electricity because candlelight seems to suffice.
 
People can’t book what they can’t see.

🚨 Sales PSA: "Can I have 15 minutes of your time?"
My answer: You're hilarious.

You want 15 minutes of my day? Cold?
With a message that sounds like a chatbot with abandonment issues?

Let me share a few numbers with you:

• On average, I get 6 of these requests a day
• 6 x 15 minutes = 1.5 hours
• 1.5 hours x 5 days = 7.5 hours a week

Almost an entire workday.

Listen, I'm in Sales too. I get it. There are goals to make and bosses that give no breaks. But time is not free. In fact, it's my most valuable asset.

Instead of 𝘢𝘴𝘬𝘪𝘯𝘨 for something, try 𝘰𝘧𝘧𝘦𝘳𝘪𝘯𝘨 something. 
Insight 🕰️ Education 🕰️ Something funny

Earn the time before you try to book it.

"Do you have 200 tiny pins with your face on them?"
...Maybe?

These ridiculous pins were the result of something very real: 𝘦𝘲𝘶𝘪𝘵𝘺. The kind you earn by showing up, performing, landing new accounts, and launching wildly successful ideas like a client Bingo contest that people actually 𝘱𝘭𝘢𝘺𝘦𝘥.

So when I pitched another idea, “let’s make pins with my face on them," my boss said yes. Not because it was a good idea (it absolutely wasn’t), but because I’d built enough credibility to take a swing.

The result? A disturbing early-2000s mugshot immortalized on metal. 

And now one day, my children, their children, and their children's children will stumble across a drawer full of these and wonder how many paint chips their ancestor ate.

And who knows? Maybe one day, one of you will get one in the mail.

Performance + ideas + time = equity. 
Sometimes it pays off in promotions.
Sometimes it pays off in hundreds of unsettling souvenirs.

Dragging out the Christmas lights, ready to channel my inner Clark Griswold, and my daughter hits me with: “Dad, you’re 50. Maybe ladders aren’t your thing anymore?”
 
Fast forward to me, 20 feet up, gripping the gutter like it owes me money, thinking: “𝘋𝘰𝘯’𝘵 𝘧𝘢𝘭𝘭 𝘢𝘯𝘥 𝘱𝘳𝘰𝘷𝘦 𝘩𝘦𝘳 𝘳𝘪𝘨𝘩𝘵. 𝘋𝘰𝘯’𝘵 𝘧𝘢𝘭𝘭 𝘢𝘯𝘥 𝘱𝘳𝘰𝘷𝘦 𝘩𝘦𝘳 𝘳𝘪𝘨𝘩𝘵.”
 
This got me thinking that there’s wisdom in doing a pre-check before diving into 𝘢𝘯𝘺𝘵𝘩𝘪𝘯𝘨. Ladders, projects, meetings, you name it.
 
Here’s my new rule-of-thumb:  

✅ Am I physically or mentally up to this?
✅ Is it fear or excitement I’m feeling?
✅ Should I ask for help?
✅ Is it still worth doing? (If it brings joy, hell yes.)
 
Whether you’re decking the halls or tackling a sales action plan, take inventory. Are you ready to do this?

In your feelings about an email?
Give me 30 seconds and I'll share my favorite communication hack...

Hotel Salespeople when that 7pm reception wants to set-up at noon and kill the ballroom for the whole day...

Sales is asking someone out on a date.
Marketing is why they say yes.

Social media is why they say yes.
Utilizing influencers is why they say yes.
Investing in your personal brand is why they say yes.

Reach out if you want to hear about some receipts.
Speaking of which, how you doin'?

What price do you put on stress? Drama? Boredom?
How about happiness? Work/life harmony?

Something to ask yourself when presented with a job opportunity. 
 
Compensation is the easy part. What's harder to put a value on is: 

🤔 The boss that trusts you. 
🤔 Opportunities for growth. 
🤔 An easy (or arduous) commute. 
🤔 The colleagues that have your back. Or not.
🤔 Does this new job represent progress in your career or a step backwards? 
 
There's a shift in perspective the older you get. Money is no longer the end all be all. You put a higher value on the things that enrich your life beyond the paycheck. 

What do you value beyond the paycheck?

You're on LinkedIn? It's Thanksgiving. Go eat. Go.

Hotel Sales PSA: Where the ______ are you? 
Here's a simple fix to make you more discoverable with potential clients... 
 
Way too often, I stumble upon a LinkedIn profile headline that reads, "Sales Manager, ___________ Hospitality Management". 
 
Great, 𝘣𝘶𝘵 𝘸𝘩𝘢𝘵 𝘩𝘰𝘵𝘦𝘭 𝘥𝘰 𝘺𝘰𝘶 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 𝘸𝘰𝘳𝘬 𝘧𝘰𝘳?
Is your management company even in the same city as you?  
 
📍 𝗟𝗲𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝗸𝗻𝗼𝘄 𝘄𝗵𝗲𝗿𝗲 𝘆𝗼𝘂 𝗮𝗿𝗲.  
 
Update your headline, and while you're in there update your contact info with your work email instead of your personal email. 
 
"Efficiency is doing things right;  
Effectiveness is doing the right things." 
- Peter Drucker

Have you ever seen something so bad, it's good?
Probably not the best strategy for your hotel's marketing.
But wig caps? I'm hair for it.

Even though Halloween was over weeks ago, I saved this.

1. Because it makes me laugh. The model for this looks like she lost a bet.
2. To illustrate the importance of hiring the right people to market your business.

The hotel version of this I see most often are the "agencies" that will handle your social media at prices much lower than others. There's a reason for that:

• The content consists of pictures of the hotel pulled from the website, stock photos, and pictures of things to do in your city.
• ZERO video
• ZERO onsite content creation
• Little to no analytics

This is a strategy that just checks a box versus actually creating a community, staying top of mind, and driving bookings.

One size does not fit all. That only works with wig caps.

How do you know your reputation proceeds you?
Without searching, guessing or meeting, people say...
"Let's call ___________."

Not because you post motivational quotes in bold font.
It's because you have a reputation of:

💡 Solving Problems / Getting $%&@ Done 💡

That's the power of a strong personal brand. People trust you, they remember you, and they instinctively reach for their phone when a need arises.

Who is the first person you think of when you need a problem solved?

When you can directly attribute revenue and opportunities to your personal brand, this lyric resonates even more.

taplio

The Battle

Christine Malfair 🏨

Don Barnett

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The Battle

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