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.

I don’t believe in hacks.
But if there was one that helps AI notice and recommend your hotel 👇 this is it.



With AI on the scene, every piece of marketing your hotel puts out is a signal.

The stronger and clearer the signal, 
The better AI (and guests) understand your brand.

When your messaging aligns across your website, Google profile, and review responses, AI connects the dots.

When it doesn’t, it moves on to another hotel or OTA
In a matter of nanoseconds.

Many hoteliers think getting “AI-ready” will take a massive overhaul.

Hoteliers are already doing things that help to strengthen those signals.

But they need to do it more strategically. 

Take review responses.

Someone on your team is already writing them.

But are they making the most of the opportunity?

From what I’ve seen… not often.

Guest review: 
“Amazing stay! The lake views were stunning, and the staff were so kind. -Amanda”

Hotel response: 
“Thank you, Amanda! Glad you enjoyed your stay, and we hope to welcome you back again soon."  

⛔ Missed opportunity! 

Try again. 

Strategic Hotel response:  Hi Amanda, we’re thrilled you loved the lake views and friendly team at XYZ hotel. An amazing experience is exactly what we want for every guest. 

They just doubled down on:
lake views
friendly team
amazing experience

That small shift confirms your brand promise, 
reinforces key language and teaches AI what your hotel is known for.

Small move.
Big impact. 


Will you start using this “AI signal” hack in your next review response?


P.S. Thanks to Lure Agency for this conversation about 6 fixes that'll make you the hero (not the scapegoat) this budget season and into 2026.  Link to the full video in the comments below.

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

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?

Hoteliers, is Google penalizing AI-generated content?


Yes... and no.

Google doesn’t penalize AI itself.

It penalizes autopilot-style low-quality content that adds no genuine value to humans.

Since ChatGPT launched in 2023, content has been eating itself.


When Google’s John Mueller said, “If you’re using machine learning tools to generate content, it’s the same as shuffling words around. That’s spam,”

He wasn’t warning against technology, but rather lazy publishing.

I know you may be thinking, 
“Christine, Google doesn’t matter anymore. I use ChatGPT.”

Google still handles about 90% of global searches. 

Visibility there still drives your bookings.

When it comes to content, I like to think we’ve moved past the “wow, this content is amazing” phase.

We’re now in the “OK, I am seeing the same thing over and over again” era.

If you're seeing this, your guests and AI are too. 

For hotels, the difference between low-quality and high-quality is everything.

Every word on your website, 
in your PR, 
in your blog, 
or your socials, 
shapes how guests and Google interpret your authenticity.

Your content needs to sound like your vibe, your personality, and include special touches of storytelling only you can share. 

AI can’t write that.
You can.

Hot tip:  Before hitting publish, ask this question... 

"Would a guest of {your hotel} find this genuinely helpful, or does it sound like everything else on the internet?"


TL;DR: 👉 Google isn't penalizing you for using AI - it will if you use it without heart. 


P.S. I've built a playbook to help hotels get found in AI search. DM me for info.

What are the biggest concerns hotels have when it comes to shifting their marketing strategy toward AI?

I’ve been asking myself this question a lot lately.

I have some ideas about what Hotel GMs and Marketers are thinking. 

1. "I don’t know where to start.”

2. “It's all over hyped. Maybe we need to give this some time."

3. "We don’t have to start yet.”

4. “How do we fit this into what we’re already doing?”

5. "Who is techy enough to do this?"

6. “We just don’t have the time.”

I get it. 

When I was a GM, I remember feeling the exact same way about digital marketing.

I was running a hotel, managing a team, and trying to keep up with a fast-changing world.

The idea of adding something new felt impossible.

But looking back, imagine where the hotel would be if I hadn’t made that shift?

AI can feel like one more thing when the day-to-day already takes everything you’ve got.

But it’s also becoming clear that this shift is happening, ready or not.

So I’m genuinely curious.

What’s the biggest question or concern hotels have about adapting  marketing to AI right now?

Did Seth Godin have a crystal ball? 🟣
His quote is 23 years old, and spot-on for hotels right now.

Seth's book 'Purple Cow', published in 2002, is now 23 years old.
And it couldn’t ring more true in the age of AI search we’re heading into.

“You’re either remarkable or invisible. 
Make your choice.” — Seth Godin

Earlier this week, in the Bookings Boost, I shared:

- 95% of hotel guests don't leave a review. (Revinate 2024 report)
- Why that is and how to fix it.
- How guest reviews are the biggest visibility factor in AI search 

When it comes to reviews, 
it literally does mean be remarkable, or be invisible.  
Your choice.

Funny how something written before: 
social media… 
before OTAs went mainstream… 
and decades before ChatGPT… 
still sums up hotel marketing in 2025.

Maybe Seth did have that crystal ball. 🔮 
Or he's simply brilliant.  

Any other Seth Godin fans here?

Move over 'Google Alerts'.  There's a new brand mention tool in town.

Five months ago in my Get Your Marketing AI Ready workshop,
I talked about the power of brand mentions and citations.

At the time, options were limited;

✅ Google Alerts (basic, free, but misses a lot)
💸 Or expensive brand listening tools that most hotels can’t justify.

This week, I found something that changes that.

Alertmouse, a new product from the team behind SparkToro,
and it’s a game-changer. 

It's levels up from Google Alerts, as Rand Fishkin pops off in this video. 

It tracks mentions of your brand (or competitors)
across websites, news, and even smaller online communities.

Why does this matter for hotels?

Brand mentions are more than vanity metrics and PR.

They’re credibility signals for both travelers and AI.

When your hotel is mentioned on credible websites, local guides, travel blogs, or community forums, it tells search engines and AI tools that:

- Your brand is relevant. 
Others are talking about you.

- Your information is trustworthy. 
Mentions confirm what your site says (alignment is key).

You’re part of the conversation. 
AI models learn which hotels real people discuss, and surface those first.

It’s the digital version of word-of-mouth.
But now, it's AI deciding which hotels to recommend, and which to skip.

I just signed up for AlertMouse this week. 
I am impressed and couldn't keep it to myself. 

P.S. If you want your hotel found in AI search (not buried under OTAs), let’s talk. I’ll show you exactly how to build visibility signals that AI can’t ignore.

Cofounder of SparkToro, Alertmouse, & Snackbar Studio. Author of Lost & Founder. Feminist. I love underdogs, cooking, & helping people do better marketing

I *know* Google Alerts knows about these brand mentions for my company. And yet... 😡😤😒😠🤬 It's inexplicable. Google (the search engine) clearly knows about these URLs, so what gives? Mystifying. Thank goodness for🔔🐭

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