Christine Malfair
Fractional CMO for Independent Hotels
About Christine
Christine Malfair is a hospitality marketing strategist with over 15 years of experience as a Fractional CMO for independent hotels, combining a rare blend of hands-on hotel operations expertise with sharp commercial marketing acumen. Having risen through the ranks from a front desk role to cruise ships, then Front Office Manager, Rooms Division Manager, and ultimately Hotel General Manager, she brings an operator's lens to every marketing strategy she builds. Since founding Malfair Marketing in 2010, she has worked with independent hotels across Western Canada, the Caribbean, and the United States, helping owners, GMs, and DOSMs transform their marketing efforts into measurable revenue engines — not just activity reports. Educated at Cornell University and Georgian College, Christine is also a partner at Affixify and an active member of the Women's Travel Freelancer Network.
Professional Experience
Christine Malfair began her hospitality career in hotel and cruise ship operations, working her way up through front-line and management roles before stepping into her first General Manager position. She served as Hotel General Manager at Bellstar Hotels & Resorts in Canmore, Alberta, where she led the pre-opening launch of the property, focusing on brand awareness, guest experience, revenue management, and operational efficiencies, building it into one of Canmore's top-ranked hotels. She then moved to The Juniper Hotel & Bistro in Banff, Alberta, as Hotel General Manager, where she led a team of 58 across rooms division, F&B, sales, marketing, revenue management, and guest experience — driving an impressive 18% revenue growth during her tenure. In 2010, Christine founded Malfair Marketing, where she has spent over 16 years serving independent hotels as a Fractional CMO. Rather than operating as a traditional agency, she works as a senior embedded strategist, partnering with hotel teams through three core models — a Revenue Roadmap to fix foundations and surface missed opportunities, a Co-Pilot model to build steady revenue growth alongside internal teams, and a fully managed Revenue Driver execution service. More recently, she also joined Affixify as a Marketing Strategy Consultant and Partner, an unbiased technology matchmaking platform for the hospitality industry. She is additionally a member of the Women's Travel Freelancer Network, a global collective of fractional and freelance women professionals in travel and hospitality.
Key Achievements
Founded and scaled Malfair Marketing to serve 16+ independent hotels across Western Canada, the Caribbean, and the United States over 16+ years
Delivered a 21.8% lift in website traffic, a 36% improvement in conversion, and $133K in new direct revenue for a single independent hotel under 100 rooms
Drove 18% revenue growth as Hotel GM at The Juniper Hotel & Bistro, Banff
Led the pre-opening launch of a top-ranked hotel in Canmore as GM at Bellstar Hotels & Resorts
Completed the prestigious General Manager's Professional Development Program at Cornell University
Active volunteer leader — serving as President of the Board of Directors at Cranbrook Skating Club and as a volunteer soccer coach for Kootenay East Soccer Association