Michelle Johnson
Vancouver,Canada
Summary
Dynamic, results-oriented hospitality sales and marketing executive with 20+ years of experience across luxury and resort properties. Currently leading all Canadian properties for Aldesta Hotels & Resorts as Director of Sales & Marketing. Skilled in modern digital marketing, revenue management, team leadership, and executing data-driven strategies that raise occupancy, ADR, Revenue, and destination awareness.
Overview
27
27
years of professional experience
Work History
Director of Sales & Marketing
Aldesta Hotels & Resorts
01.2021 - Current
- Lead overall sales & marketing strategy for a portfolio of resorts including Fairmont Hot Springs Resort, Harrison Hot Springs Resort, and Poets Cove Resort & Spa.
- Collaborate with Australian properties on marketing initiatives
- Oversee property-based Sales, Marketing, PR, Revenue, and Digital teams; align efforts to meet revenue targets, grow market share, and maximize all segments (Group, Transient, Tour, Leisure).
- Implemented digital transformation initiatives: optimized websites, strengthened SEO/SEM, and elevated social media engagement.
- Developed cross-property promotions and partnerships, increasing off-peak bookings and improving year-round demand consistency.
- Monthly reporting to ownership on revenue and forecasting
- Mentored and coached sales teams across properties, improving performance and conversion metrics.
Regional Sales Manager
Aldesta Hotels & Resorts
01.2019 - 01.2021
- Represented Aldesta’s Canadian properties through client sales calls, site visits, trade shows, and digital solicitation.
- Secured new group and corporate accounts in corporate, social, and tour wholesale markets.
- Directed on-property sales managers, ensuring consistent strategies across all resorts.
- Meeting revenue and productivity targets through structured account planning.
Sales Manager
Pan Pacific Vancouver
01.2015 - 01.2019
- Business development of new Group accounts (Corporate and Incentives) for the United States market.
- Oversee ongoing client relations with Group accounts, contract negotiations and hotel representation at industry related events.
- Network with business influencers and decision makers ensuring the Pan Pacific Vancouver is visible and professionally presented.
- Maximize and achieve all sales personal productivity targeted Room Revenue by following a system of weekly and monthly action plans, to ensure achievement of overall hotel goals.
Director of Sales
Holiday Inn Express Metrotown
01.2014 - 01.2015
- Oversaw all hotel sales & marketing efforts, including group, corporate, and meeting room business.
- Managed client relations, revenue reports, and social media reviews to strengthen guest engagement.
Director of Sales
Quality Hotel Downtown – the ‘Inn at False Creek’
01.2011 - 01.2014
- Co-developed and executed sales & marketing plans, exceeding annual revenue targets.
- Managed sales team, promoted property at national/international trade shows, and secured new top accounts annually.
Sr. Sales Manager
Quality Hotel Downtown – the ‘Inn at False Creek’
01.2005 - 01.2011
- Strengthened long-term client relationships while prospecting new accounts.
- Managed advertising campaigns and negotiated with tour operators and wholesalers.
Sales Manager
Royal Towers Hotel & Casino
01.2002 - 01.2005
- Developed client loyalty programs and represented the hotel at trade shows and industry events.
Travel Agent
Canada 3000 Tickets
01.2000 - 01.2002
- National Top Salesperson - Aug 2001.
Ticket Agent & BSP Clerk
Atlas Travel Navigant International
01.1999 - 01.2000
Education
Bachelor of Hospitality Management -
Vancouver Community College
Leadership Certification - undefined
The Winning Academy
Professional Sales Certificate -
Langara College
Travel & Tourism Diploma - undefined
Canadian Tourism College
Skills
- Strategic Sales & Revenue Growth
- Multi-Property Leadership & Portfolio Oversight
- Digital Marketing & Brand Positioning (Social, Content, SEO/SEM)
- Performance Metrics, Forecasting & Analytics
- PR, Partnerships & Destination Marketing
- Sales Team Coaching, Development & Talent Acquisition
Timeline
Director of Sales & Marketing
Aldesta Hotels & Resorts
01.2021 - Current
Regional Sales Manager
Aldesta Hotels & Resorts
01.2019 - 01.2021
Sales Manager
Pan Pacific Vancouver
01.2015 - 01.2019
Director of Sales
Holiday Inn Express Metrotown
01.2014 - 01.2015
Director of Sales
Quality Hotel Downtown – the ‘Inn at False Creek’
01.2011 - 01.2014
Sr. Sales Manager
Quality Hotel Downtown – the ‘Inn at False Creek’
01.2005 - 01.2011
Sales Manager
Royal Towers Hotel & Casino
01.2002 - 01.2005
Travel Agent
Canada 3000 Tickets
01.2000 - 01.2002
Ticket Agent & BSP Clerk
Atlas Travel Navigant International
01.1999 - 01.2000
Leadership Certification - undefined
The Winning Academy
Travel & Tourism Diploma - undefined
Canadian Tourism College
Bachelor of Hospitality Management -
Vancouver Community College
Professional Sales Certificate -
Langara College