Summary
Overview
Work History
Education
Skills
Timeline
Generic

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
Michelle Johnson