Malfair Marketing

What Malfair Marketing does

Malfair Marketing is a privately held hospitality marketing consultancy founded in 2009/2010 by Christine Malfair, a former hotel General Manager with 16+ years of experience in hospitality marketing. The company is headquartered in Cranbrook, British Columbia, Canada, and operates as a remote/virtual consultancy with no disclosed physical office for client operations. It serves independent hotels and resorts across Canada, the United States, and the Caribbean, typically properties of 50 to 2,000 rooms that lack a full in-house marketing function or run lean marketing teams of one to three people.

The company delivers three productized service tiers: Revenue Roadmap, a 6-week audit and 90-day action plan built on a proprietary 260+ point assessment methodology delivered as an interactive roadmap tool at a publicly disclosed CAD $2,995; Marketing Co-Pilot, a 6-month fractional CMO subscription engagement pairing Christine directly with hotel marketing teams; and Revenue Driver, a 12-month fully managed marketing program for hotels without internal marketing capacity. Underpinning all engagements is the proprietary "Obsess About the Guest" framework, a seven-step methodology developed over 15+ years and also delivered as standalone workshops and speaking engagements. The Bookings Boost bi-weekly newsletter and a 50+ article blog serve as a content ecosystem generating inbound leads into a Calendly-driven free 30-minute Hotel Growth Call that converts prospects into paid engagements.

The business model is consulting-led with a mix of one-time program fees (Revenue Roadmap) and recurring retainers (Co-Pilot and Revenue Driver), supplemented by professional services revenue from workshops, keynote speaking, and podcast guesting. There is no external institutional investment, no parent company, no subsidiaries, and no disclosed revenue figure. Day-to-day operations are founder-led by Christine Malfair with one additional core team member (Keara Moore, Content Marketing & Project Manager), with client work delivered virtually via video conference and supported by a content distribution footprint across LinkedIn, YouTube, the Bookings Boost blog, and hospitality industry events.

Name

Malfair Marketing

Legal name

Malfair Marketing

Website

https://malfairmarketing.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Malfair Marketing is a privately held hospitality marketing consultancy, founded in 2009/2010 by former hotel GM Christine Malfair, that provides fractional CMO services, marketing audits, and workshops to independent hotels and resorts across Canada, the United States, and the Caribbean.

Ownership category

akta.pro rank

Product category

Hospitality Marketing Consulting

NAICS

Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Dynamic Pricing, BAR-based Discounts & Last-Room Availability (LRA) (THACAGAC)

Keywords

• Hotel marketing consulting
• Hospitality marketing strategy
• Fractional CMO services
• Direct booking optimization
• Revenue roadmap audit

Headquarters

HQ city

Cranbrook

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Strategic Marketing Consulting & Advisory: Malfair Marketing provides fractional CMO-level strategic direction to independent hotel teams via three engagement tiers: Revenue Roadmap (6-week audit + action plan program), Marketing Co-Pilot (6-month ongoing partnership with monthly engagement), and Revenue Driver (12-month fully managed marketing program). Revenue is generated through structured consulting fees, either as a one-time program fee (Revenue Roadmap) or recurring monthly/quarterly retainers (Co-Pilot and Revenue Driver).
2. Speaking, Workshops & Podcast Guesting: Christine Malfair is engaged as a keynote speaker and workshop facilitator for hospitality industry events, associations, and podcasts. Fees are generated through speaking engagements, workshop deliveries, and podcast guesting appearances. Speaking fees appear to be quote-based.
3. Bookings Boost Newsletter: A B2B newsletter (email) serving hotel GMs, DOSMs, and owners with hotel-specific marketing tips. Delivered bi-weekly. The newsletter drives demand for paid Malfair Marketing services and may serve as a lead generation mechanism. Direct monetization details not publicly disclosed.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Malfair Marketing is a hospitality marketing consultancy that provides fractional CMO-level strategic direction to independent hotels and resorts. It sells three core engagements — Revenue Roadmap (an audit + 90-day action plan program), Marketing Co-Pilot (a 6-month fractional CMO partnership), and Revenue Driver (a 12-month fully managed marketing program) — plus workshops, keynote speaking, podcast guesting, and the Bookings Boost newsletter, all built around the founder's proprietary "Obsess About the Guest" framework.

Product overview

Malfair Marketing is a hotel marketing consultancy operated by Christine Malfair, a former hotel General Manager with 16+ years in hospitality marketing. The company offers three core service programs: the Revenue Roadmap (a marketing audit and 90-day action plan), Marketing Co-Pilot (fractional CMO partnership), and Revenue Driver (done-for-you marketing). The company also operates the Bookings Boost educational sub-brand offering a bi-weekly newsletter and blog, and provides workshops, speaking, and podcast guesting services. All offerings are built around the proprietary 'Obsess About the Guest' framework designed for independent hotels and resorts.

Differentiator

Problem solved

Functional benefit

Brands

• Revenue Roadmap: All-in-one custom audit and marketing plan - a 6-week program for hoteliers.
• Marketing Co-Pilot
• Revenue Driver
• Bookings Boost

Products and services

• Revenue Roadmap A comprehensive hotel marketing audit and 90-day action plan service for independent hotels, including a 260+ point assessment covering website, SEO, AI search visibility, paid ads, OTAs, reputation, analytics, and booking flow, with 2 hours of 1:1 strategy sessions with Christine and an interactive roadmap tracking tool. Priced at CAD $2,995 (two installments of CAD $1,497.50), designed for hotels of 50–2,000 rooms with marketing teams of 1–3 people.
• Marketing Co-Pilot A fractional CMO partnership delivered as a 6-month program in which Christine Malfair works alongside hotel marketing teams as a seasoned growth strategist, providing CMO-level strategy and mentorship, hands-on implementation help, high-impact marketing guidance, and team skill development. Quote-based pricing.
• Revenue Driver A fully managed marketing engagement delivered as a 12-month program in which Malfair Marketing leads strategy, manages execution, and optimizes all marketing activities for hotels without an internal marketing team or those seeking continuity beyond what in-house roles typically provide. Quote-based pricing.
• Workshops & Speaking Signature keynote talks, in-person and virtual workshops, and podcast guesting appearances for hotel industry events, associations, and audiences, built around Christine Malfair's seven-step "Obsess About the Guest" framework. Each step of the framework can be delivered as a standalone 1–3 hour workshop session.

Quantifiable outcome

• Revenue Roadmap clients have achieved website conversion rate improvements (e.g., from 0.93% to 1.75%), website traffic increases (one hotel up to 90% increase), and saved $1,000s on overlooked ad campaign leaks.
• +5 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Sojern: Sojern is a large travel marketing platform offering programmatic advertising, metasearch, and digital media for hotels and destinations. It addresses Malfair's target customers with a broader, more scalable offering rather than boutique consulting.
• Lighthouse (formerly OTA Insight): Lighthouse offers hotel revenue intelligence, pricing, and digital marketing solutions to independent and chain hotels. It overlaps with Malfair's revenue-focused value proposition at a much larger scale and through technology rather than consulting.

Direct peers

• Screen Pilot: Screen Pilot is a hospitality-focused digital marketing agency offering website, SEO, content, and paid media services for hotels and resorts. It competes directly with Malfair for independent and boutique hotel marketing budgets.
• Travel Tripper (Pegasus): Travel Tripper provides digital marketing, booking engine, and direct-channel solutions for hotels focusing on direct bookings. It overlaps with Malfair's direct-booking growth value proposition for independent hotels.
• Leonardo (Lighthouse): Leonardo (now part of Lighthouse) offers visual content management, digital media distribution, and marketing solutions for hotels. It targets similar hotel marketing decision-makers and overlaps on direct-booking and channel optimization.
• Milestone Inc. Milestone is a digital marketing agency specializing in hospitality and hotels, providing SEO, paid media, website design, and direct booking strategies. It competes with Malfair on the same independent-hotel customer base with a broader technology-led offering.
• The Hotels Network: The Hotels Network provides personalization, conversion, and direct-booking tools for hotels. It competes with Malfair Marketing for direct-booking growth budgets at independent and chain hotels.
• HeBS Digital: HeBS Digital is a hotel digital marketing agency offering website design, SEO, paid media, and direct booking optimization for hotels and resorts. It is a direct competitor to Malfair Marketing in the independent-hotel marketing strategy space.
• Triptease: Triptease is a hotel marketing platform focused on direct booking conversion, personalization, and guest messaging. It is a direct competitor on direct bookings and OTA reduction — a core problem Malfair addresses for independent hotels.
• Cogwheel Marketing: Cogwheel Marketing is a hospitality marketing agency that provides websites, SEO, content, and direct-booking campaigns for independent hotels. It is a closely comparable direct competitor in niche and customer profile.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@christinemalfair444
• LinkedInlinkedin.com/company/malfair-marketing

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Malfair Marketing