InnFocus Summer 2023

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THE MINISTER 

Emerging 

SOCIAL MEDIA 

Summer 2023 

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Tips to 

Leadership 

Success 

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www.bcha.com 

@BCHotelAssociation 

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bchotelassociation 

BCHA Team 

Ingrid Jarrett 

President & CEO 

Mike Macleod 

Director Member 

and Business Development 

Karissa Bourgeault 

Project Manager & Board Liaison 

Kelsey Millman 

Communications Manager 

Rishil Kishinchandani 

Communications Administrative Coordinator 

Samantha Glennie 

Member Services Manager 

Dylan Tomlin 

Energy Specialist 

Anu Saini 

Member Services Coordinator 

2022/2023 Board of Directors 

Executive Committee 

David McQuinn – Coast Bastion Hotel, Nanaimo (Chair) 

Tanya Stroinig – Prestige Hotels & Resorts, Kelowna 

(Vice Chair) 

Bryan Pilbeam – Delta by Marriott Hotels, Kamloops 

(Past Chair & Governance) 

David MacKenzie – Pemberton Valley Lodge, Pemberton 

(Treasurer) 

Angie Eccleston – Crest Hotel, Prince Rupert 

(Executive Director) 

Jonas Melin – Pinnacle Harbourfront Hotel, Vancouver 

(Executive Director) 

6 

12 

20 

26 

Regulars 

Tips to Leadership Success 

Traits of effective leaders and ways to improve 

interpersonal interactions. 

Meet Minister Lana Popham 

Learn more about BC’s new Minister of Tourism, 

Arts, Culture and Sport. 

TikTok Won’t Stop 

How TikTok’s influence and influencers have 

changed the travel marketing landscape. 

Upskilling to Boost Retention 

Find out about three BCHA programs to upskill 

yourself and your employees. 

4 BC Hotel Association Report 

5 Leader of the Future: Pink Yu 

10 Go Green – Single Use Plastic-Free 

15 BC Hospitality Foundation Update 

15 What’s New? 

24 Names in the News 

29 Hotelier Feature: Brannigan Mosses 

30 BCHA Member Engagement 

Regional 

Feature 

16 The Fraser Canyon and 

Manning Park 

extras 

18 Putting Canada on the 

Map as a Destination 

that Inspires Openness 

19 Positive Immigration 

Changes for Hiring 

Foreign Workers 

Directors 

Eda Koot, Inn at Laurel Point, Victoria 

Erin Cassels, Huntingdon Manor, Victoria 

Estreya Gosalbez, Four Seasons Resort, Whistler 

Jean-Francois Vary, Fairmont Waterfront Hotel, Vancouver 

Jessica Dolan – Ramada Penticton, Penticton 

Madone Pelan, Oak Bay Beach Hotel, Victoria 

Samantha Hackett – Long Beach Lodge, Tofino 

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InnFocus 3

y Ingrid Jarrett, President & CEO 

Industry Advocacy Achievements: 

Government Improvements, Investments, and Refugee Resettlement 

Programs in the Hospitality Sector 

Over recent months, we have embraced 

positive movement on a number of our 

industry’s key advocacy files. In particular, 

there have been a number of government 

announcements regarding improvements 

to immigration programs, along with 

investments in our sector. Four changes 

have been introduced. 

Recent Advocacy Improvements 

Firstly, the Economic Mobility Pathways 

Program has been expanded to include a 

new pathway for tourism and hospitality 

workers, enabling refugees and other 

displaced people to access in-demand jobs. 

This is a crucial win for our industry, as it will 

help alleviate labour shortages and provide 

opportunities for displaced people. 

Secondly, temporary measures introduced 

during the pandemic for hardest-hit sectors 

have been extended until October 30, 

2023. This includes permitting employers 

with demonstrated labour shortages to hire 

up to 30% of their workforce through the 

Temporary Foreign Workers Program for 

low-wage positions. This will provide relief 

to many employers who are struggling to 

find staff. 

Thirdly, foreign nationals with expired or 

expiring post-graduation work permits will be 

allowed to work in Canada for an additional 

or extended period of up to 18 months. This 

is a vital win for the industry, as it will help 

retain highly skilled talent. 

Finally, the Canadian government has 

announced that $172 million will be invested 

in tourism and hospitality. This investment 

includes $50 million over three years 

to Destination Canada to attract major 

international conferences and events to 

Canada and $108 million over three years 

to the Regional Development Agencies to 

support communities, small businesses, 

and non-profit organizations in developing 

local projects and events. These investments 

will help boost the industry and support its 

continued recovery from the pandemic. 

Supporting Refugee Resettlement 

In addition to these advocacy wins, the 

BCHA has also been working with two 

incredible organizations to support 

refugee resettlement in British Columbia’s 

accommodation community. The first 

program is the HIRES Program, which stands 

for Hospitality Industry Welcomes Refugee 

Employment-linked Sponsorship. This 

program involves community sponsorship 

groups that provide ongoing support to 

refugees in Kenya who have been selected 

for industry suitability. Employers champion 

refugee employment and staff engagement 

while providing post-arrival hospitality training 

to new employees. Camosun College has 

partnered to deliver hospitality training on 

arrival to this cohort of new employees, 

while volunteer colleagues provide ongoing 

community support. This program requires 

a 12-month, full-time employment contract 

and a financial contribution fee of $5,000 

per participant. 

The second program is the Talent Beyond 

Boundaries Program, which is a workforce 

initiative aimed at finding workers to meet the 

labour needs of businesses. This program 

qualifies skilled refugees for permanent 

residency through the BC PNP program. 

The program requires job offers for skilled 

occupations, such as housekeeping 

supervisor, food service supervisor, hotel 

clerk supervisor, line cook, and sous chef, 

among others. Workers are pre-screened 

by TBB for skills, experience, and language 

requirements, and TBB also assists with 

required immigration documents. Workers 

will have their permanent residency when 

arriving in Canada and are expected to arrive 

with family members. They are eligible for 

settlement support services offered in the 

community of settlement, and temporary 

housing must be arranged. Fees for the 

program will be approximately $2,000, and 

travel expenses may be covered under TBB 

initiatives. 

These two programs offer significant 

opportunities for employers to access new 

staff members while making a difference 

in the lives of displaced persons. We 

believe that our advocacy efforts have been 

acknowledged, and these changes have 

been initiated as a result of the pressure 

the BCHA and HAC were able to put on 

the federal government to provide labour 

solutions. We encourage employers to get 

involved with these programs to not only 

have access to new staff members but also 

to make a significant difference in the lives 

of displaced persons. 

4 InnFocus

Leader of 

the Future: 

Pink Yu 

Director of Operations and 

Marketing & Media, Robin Hood 

Inn & Suites in Victoria 

by Amy Watkins 

Pink Yu was recently awarded the BC Hotel Association’s 

Leader of the Future at the industry’s award night. “My passion for 

the hospitality industry began when I was just six years old, when 

my parents took me on a trip to Japan,” remembers Pink Yu (28), 

director of operations and marketing & media at Robin Hood Inn 

& Suites in Victoria. “My studies have provided me with the skills 

and knowledge needed to succeed in the hospitality industry, 

but it was my early experiences with Japanese hospitality that 

sparked my passion and continues to drive me in my career today. 

It brings me incredible joy to know that our guests had a great 

experience, and I take pride in my role in making that happen.” 

Yu moved to Toronto from Taiwan to study hospitality 

management, with a focus on hotels and resorts, and she 

completed her bachelor’s degree in International Hotel 

Management at Royal Roads University in 2018. Moving to 

Canada at 18 was a challenging experience. “I faced barriers 

including language, culture, diversity of people, visa applications, 

and being away from my family,” Yu says. “Despite these 

challenges, I made friends quickly, improved my language skills, 

and within a very short time, I felt that Canada had adopted me.” 

She began her career working part-time at the front desk of 

Days Inn in Victoria during her studies and then completed an 

internship at Best Western Plus. There she received a Victoria 

Hospitality Award for her hard work and went on to become an 

employee. 

After joining Robin Hood Inn & Suites in January 2020 in a multitasking 

role that covered everything from laundry to front desk 

and shuttle driver, Yu quickly moved into a sales and marketing 

role, while supervising the front desk. 

She is now director of operations and marketing & media at 

the hotel, and she credits her education and work experience 

for her fast career progression, with networking also playing 

a significant role. “Through attending industry events and 

connecting with colleagues and mentors, I’ve been able to 

expand my professional network, gain insights into emerging 

trends, and discover new opportunities for growth and personal 

development,” she explains. 

Courtesy of Pink Yu 

Yu has blossomed at Robin Hood Inn & Suites with mentor 

General Manager Sam Kirsch. “Before meeting Sam, I’d almost 

forgotten who I am and who I want to be, but Sam has shown 

me the possibilities of what can be achieved with creative and 

innovative ideas,” she says. “Whenever we have an idea that I 

believe can take us to the next level, he’s always there to support 

me and help make it happen.” Together they’ve initiated new 

innovations including direct booking ads, a mobile texting system, 

AI revenue management, digital media for guests, marketing the 

hotel as the Gateway to Victoria Resort Experience, and adding 

glass shower surrounds to guest bathrooms. 

“Empowerment, positive attitude, and empathy are the 

fundamental elements of my leadership style,” notes Yu. 

“Empowerment means trusting my team members and 

delegating tasks to them while providing them with the necessary 

tools, resources, and support to make decisions independently. 

I help them develop their skills, foster confidence and trust, and 

contribute to their career growth.” She sees her positive energy as 

being critical in inspiring and motivating team members. “I strive to 

maintain a positive outlook and be a source of inspiration for my 

team, especially during challenging times,” she says. “Empathy 

is a doorway to know my team better. I understand that every 

team member has unique strengths, weaknesses, and personal 

circumstances. I strive to be approachable to individual needs 

and provide support.” 

Her advice for other young people entering the industry is to 

be patient and consistent. “Success doesn’t happen overnight. It 

takes time, dedication, consistency in learning new things, openmindedness 

to new trends, creative thinking, and hard work,” 

she says. “When opportunities arise, you will be ready to grow 

and make the most of them, and the rewards are worth it.” 


Tips to 

Leadership 

Success 

by Theresa Ito 


Frustrated. Burnt Out. Shattered. 

These are just a few of the things that leaders are feeling acutely in 

the hospitality industry. 

The other day I was speaking with a manager who said, “Oh I love 

my job, but I would love it more if I had a strong team.” After a laugh, I 

felt the weariness behind her words. This leader was truly exhausted. 

It got me thinking—how can we provide support for our hospitality 

leaders so they can attract and retain vibrant, enthusiastic, inspired 

humans to work hard and still come back the next day? 

Leadership in the hospitality industry is not for the faint of heart. But 

we also know that it can be exceptionally rewarding. It is a fast-paced, 

constantly evolving environment that requires investing in effective 

leadership to ensure success. It is time to go back to leadership 

fundamentals. 

Traits of Effective Leaders 

Whether you are a manager of a restaurant, hotel, or other hospitality 

establishment, the ability to lead effectively is essential to achieving both 

the goals of the organization and personal fulfilment. 

But where do we start? 

Believe it or not, effective leadership starts with YOU! Though you may 

be responsible for a team, it all starts here. You are the foundation upon 

which all other leadership skills are built. It is imperative for leaders to 

take care of themselves first, so they can effectively lead others. 

Lead by Example: Be the kind of leader that others want to follow. 

So, lead by example and model the behaviours and values that you 

expect from a healthy, functional team. 

Own Your Stuff: Take responsibility for your actions and decisions. 

This will earn you the respect of your team and show them that you are 

committed—both to the organization and to the team. 

Set Clear Goals and Expectations: Clear and measurable goals 

for yourself and your team will help you all stay focused on what is most 

important and ensure that everyone feels valued and can go forth with 

purpose. 

Create a Culture of Curiosity: The hospitality industry is con-stantly 

evolving, and while it is important for leaders to stay up to date on the 

latest trends and best practices, sometimes it’s as easy as asking more 

questions than providing answers. 

Improving Interpersonal Interactions 

After we get our own personal ducks in order, we turn our attention to 

our team. Interacting with people is a critical part of leadership. Whether 

with guests or your team, effective interpersonal interaction is essential 

to success (and it’s way more satisfying). 

Build Personal Connections: Take the time to get to know people 

on a personal level to build trust and respect. Building strong relationships 

with your team enables you to know what makes them tick and 

what lights them up, which allows you to really play to their strengths. 


Listen More Than You Speak: Take the time to listen to your 

team with the intention of understanding their concerns and 

providing support when needed. People want to feel seen, heard, 

and understood, and active listening is a fundamental leadership 

skill. 

Show Empathy: Hospitality is a people-centric industry, and 

in 2023, leaders who do not show empathy will not retain loyal 

colleagues. Demonstrating empathy will result in them paying it 

forward to your guests. 

Provide Feedback: Regular (and actionable) feedback is 

critical for growth and development. Whether constructive or 

complimentary, specific and timely feedback provides a foundation 

of trust, and lets your team know what they are doing right and 

what needs to be done differently. Weekly leader one-on-ones are 

a great way to check priorities and ensure successful alignment. 

Leading by Example 

Leadership is not just about what you say or do, but also about 

“how to be.” People will follow leaders who set a positive example 

for the team, and engaged colleagues are the backbone of any 

vibrant organization. 

Be Positive: As a leader, you get to set the tone for your 

organization. It’s important to maintain a positive outlook even 

during (especially during) difficult times. Being intentional about the 

words that you use will greatly impact both your attitude and your 

team, so choose wisely. 

Be Approachable: People need to feel comfortable coming 

to you with questions, concerns, or ideas. Create an open and 

approachable environment where everyone feels valued and heard. 

Be Adaptable: The hospitality industry is full of surprises; the 

last three years have shown us how leaders need to be adaptable 

and flexible to change. Be willing and agile enough to adjust your 

approach to achieve the best results today, even if the goal posts 

change tomorrow. 

Be Transparent: These days people have the luxury of choosing 

where they work. Statistics show that people want to be involved, 

they want to work with purpose, and they get to pick and choose 

their own adventure. Share the vision with them so they see the 

big picture. Inviting them to be part of the solution will encourage 

them to become loyal, engaged team members. 

Helping People Succeed 

Lastly, one of the most important (and satisfying) aspects of effective 

leadership is helping others succeed. Your success as a leader is 

closely tied to the success of your team, and when your guests are 

delighted, and your team is engaged, everyone wins. 


The most rewarding results I have had in 39 

years in hospitality is to see those I have led 

rise to their full potential, stepping into the best 

versions of themselves through mentoring, 

coaching, delegating, and empowering. 

Recognizing and celebrating success, 

and providing opportunities for training and 

inspiring teams and maximizing revenue. 

(Seriously impressive, right?) 

So, what did I say to my exhausted 

client? 

“Take care of yourself. Invest in your 

people. Find your diamonds and share 

the load. Leadership is a journey, not 

They are not always obvious—in fact, 

often we must mine for the diamonds 

within our team—but they are there! 

development, are two efforts that will come 

back to you in spades. Catch your team 

members doing things right and share the 

love. And invest in them! They’re worth it. 

Trust me. 

Find the Diamonds 

They are not always obvious—in fact, often we 

must mine for the diamonds within our team— 

but they are there! Once polished they can 

shine so brightly that they in turn light us up. 

Hospitality leaders are the most talented, 

well-rounded leaders I know. Hoteliers 

are masters of creating memorable guest 

experiences, balancing the books while 

a destination. You don’t have to travel 

alone.” 

Theresa Ito is the Principal of Blue 

Mountain Solutions. They provide 

leadership development, customer 

service essentials, and operational 

support to the hospitality and tourism 

industries. With years of leadership and 

culinary expertise Theresa, her husband 

Chef Takashi Ito and their merry team of 

Associates assist leaders in delighting 

guests, improving profitability, and 

building a strong engaged team. 


GO 

Green 

Eliminating 

Single-Use 

Plastic 

By Dylan Tomlin 

Across the world, the hotel industry is responsible for generating 

up to 150 million tons of single-use plastic each year. Annually 8 

million tons of the world’s plastic finds its way into our oceans with 

only 5% actually being recycled. 

Single-use plastics have become a huge issue that has 

increasingly been addressed by governments around the world. 

As of 2021, local governments in BC can ban single-use plastics 

without further ministerial approval, and the Government of 

Canada is working to ban harmful plastics including straws, cutlery, 

foodservice ware, and stir sticks. 

Single-Use Plastics 

Often referred to as disposable plastic, single-use plastic is 

commonly used for plastic packaging and includes items intended 

to be used only once before they are thrown away or recycled. 

Includes 

• Grocery bags 

• Goods packaging 

(i.e. take-away containers) 

• Bottles 

• Coffee stirrers 

• Straws 

• Containers 

• Cups 

• Lids 

Excludes 

• Plastic packaging that 

comes on large items or 

bulk orders 

• Plastic items that are not 

single-use, such as 

furniture, décor, pens, etc. 

• Waste generated by guests 

Eco-Plastics 

‘Eco-plastics’ such as biodegradable or compostable plastics, are 

not accepted in most composting collection systems. Generally, 

eco-plastics contaminate compost and reduce its value, often only 

breaking down when exposed to prolonged high temperatures of about 

50°C, which are conditions met in incineration plants. Bioplastics derived 

from renewable sources (corn starch, cassava roots, or sugarcane) or 


from bacterial fermentation (sugars and lipids) also do not naturally 

degrade in the environment and especially not in the ocean. Please 

do not purchase biodegradable! Most biodegradables simply hinder 

waste diversion efforts. 

How to Get Started 

The best way to address this issue is to bring together individuals 

from each department of your hotel. 

Create a Working Group: Consider which departments use 

single-use plastics and include them in your workgroup. It is 

important to have at least one member from housekeeping and the 

food and beverage/culinary team included in your group as these 

areas will be impacted the most. 

Review Each Area of Your Operation: Check for single-use 

plastic items in your operations and consider how you could remove 

or replace them. 

Work With Your Suppliers: They may be able to help you 

eliminate/reduce the amount of plastic packaging and provide 

multi-use items or products made from alternative responsible 

materials. Removing unnecessary plastic packaging from products 

doesn’t just have a positive impact on the environment, it can also 

significantly reduce costs. 

Food and Beverage/Hotel Operations 

Following are tips for reducing single-use plastic: 

• Eliminate the use of plastic straws/stirrers and only have a 

suitable alternative/limited amount available for customers upon 

request. 

• Switch from single-use plastic water bottles to refillable glass 

bottles and/or water fountains for meeting rooms where possible. 

• For local deliveries, check with your suppliers if plastic 

packaging can be removed/reduced or switched to multi-use 

containers such as re-usable crates which still ensure food 

delivered has the expected shelf life. 

• Check with your waste management company on how plastic 

and other recyclables are processed after they have been picked 

up. 

• Ask suppliers to commit to reduce plastic in deliveries (e.g., 

change mushroom boxes, banana wrapping, fruit punnets to 

recycled materials). 

• Change takeaway cutlery to wood (FSC certified or equivalent) 

and remove all plastic cutlery items. 

• Provide reusable drink cannisters for all back-of-house 

employees to remove the need for plastic cups. 

The Importance of GreenStep’s Certification Program 

The hotel industry’s use of single-use plastics is a pressing concern 

that negatively affects the environment. Fortunately, hotels can 

take action and implement changes. One effective approach is to 

acquire GreenStep’s Single-Use Plastic Free Certification, which 

equips hotels with the necessary tools and resources to identify and 

replace single-use plastics with sustainable alternatives. 

By implementing all of these steps, hotels can made a significant 

impact on the environment and save money at the same time. 

Insurance for 

Hotels 

Motels 

Bars 

& Pubs 

Get A Quote 


Meet Minister 

Lana Popham 

by Joyce Hayne 


We had an opportunity to interview the Honourable Minister 

Lana Popham, British Columbia’s new Minister of Tourism, Arts, 

Culture and Sport recently to give our readers a chance to learn 

more about her and her priorities for the tourism industry. 

Please give a brief introduction of yourself along 

with your past positions in government and private 

enterprise. 

I was first elected as MLA for Saanich South in 2009. Over the 

next 8 years, I was appointed the official Opposition critic for 

Agriculture and Food, and as the official Opposition critic for Small 

Business, Tourism, Arts and Culture. In 2017, I was elected into 

Government and became BC’s first woman Minister of Agriculture 

and stayed there for five years. In 2022, I was moved into my new 

role of Minister of Tourism, Arts, Culture and Sport. 

Prior to politics I was a farmer. I co-founded and operated 

Barking Dog Vineyard, the first certified organic vineyard on 

Vancouver Island, but also was also very active in my community 

and dedicated much of my time, and many years, to community 

service. This included Saanich’s Planning, Transportation and 

Economic Development Committee, Peninsula Agricultural 

Commission, and Vancouver Island Grape Growers Association. 

Growing up on Quadra Island gave me a unique perspective on 

sustainability, food security, and tourism economies, and because 

of that I have been an advocate for local food producers and 

small businesses for as long as I can remember. 

What are you hoping to achieve as British 

Columbia’s Minister of Tourism, Arts, Culture 

and Sport? 

BC’s visitor economy creates opportunities for people throughout 

our province. Many visitors are looking to have travel experiences 

that reflect the importance of sustainability, the value our natural 

environment, and respect for reconciliation. My ministry’s 

stewardship of the industry is rooted in the principles of diversity, 

inclusivity, reconciliation, and partnerships, and our goal is 

to rebuild visitor revenues to 2019 levels by 2024 by working 

with everyone involved in this incredible sector. Our Strategic 

Framework for Tourism reflects industry and government’s 

shared vision for building the tourism industry back to be even 

more competitive than it was before, with a clear focus on our 

shared goals and three important pillars: People, Planet, and 

Prosperity. 

So much work is being done right across the province by 

thousands of people who make their livelihoods in this sector. 

My job as Minister is to support the work being done by those 

who are contributing to a greener future by achieving sustainable 

growth across all four seasons and all regions of the province. 

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No industry succeeds in isolation. From 

my perspective, I see the entire sector, 

including arts, culture, heritage, and sport 

as Team BC. Visitors are choosing to 

come to BC because we welcome them 

with open arms, and we offer activities 

and a natural environment that is second 

to none. 

Each area of the sector is doing their 

part in establishing BC 

as the place to be, and 

I’m so proud of the work 

they are doing. Our hotel 

industry, for example, has 

seen challenges like never 

before, over the past few 

years. The industry all but 

shut down to tourism due 

to the pandemic, and yet they were there 

for us as British Columbians helping us 

navigate a difficult time, housing people, 

helping with quarantines, and offering 

a safe restart environment for business 

travellers. And now, despite ongoing 

complications, they are back in full swing, 

making sure our visitors have great places 

to lay their heads at night, as they explore 

everything we have to offer as a province. 

There are so many unsung heroes behind 

the scenes, and that’s why I have so much 

confidence in a full recovery. 

What drives your passion for 

tourism and hospitality in BC? 

BC’s tourism sector is so diverse, and 

includes so many different kinds of 

people, businesses, organizations, and 

experiences. You can visit one of our worldclass 

restaurants one hour, head up to the 

ski slopes next, take some time at an art 

gallery, catch a game, go for a mountain 

Every time someone has a positive 

BC experience, they will be our most 

successful promoters. 

ride, swim in the ocean, visit a local book 

or record store, view our wildlife, or walk 

into a sunset. It’s completely amazing to 

see what people in the tourism sector 

accomplish every day, and there are so 

many remarkable initiatives happening 

all around us. All these things combined 

support people and businesses that work 

in our neighbourhoods and communities. 

Every time someone has a positive BC 

experience, they will be our most successful 

promoters by encouraging people to come 

here for the same wonderful experience 

and to return themselves. 

Courtesy of Destination Canada 

What is your outlook on the future 

of tourism and hospitality in BC? 

It certainly has been a challenging few 

years for tourism, but I am excited and 

confident we will achieve all we set out to 

do in this sector. Things are finally looking 

up; people are travelling again, and we 

are proud to welcome them to beautiful 

British Columbia. Tourism is one of 

our province’s greatest 

economic drivers, and 

the sector creates jobs 

for people and boosts 

communities around 

the province. There are 

thousands of people 

who work across BC’s 

tourism industry and 

whose ongoing commitment to excellence 

elevates BC’s reputation as a world-class 

destination. Visitor numbers are up, people 

are happy to be moving around, there is 

a hustle and bustle in our communities 

right across the province, and I think this 

is going to be an excellent year! 


y Alana Dickson 

Make a Donation That Changes a Life 

The last few years have not been easy on the hospitality industry and 

its workers. Rising costs have been attributed to the increased demand 

for services the BC Hospitality Foundation provides. 

This year, the Foundation has already received more applications 

than it typically receives by mid-year. To continue to help our hospitality 

workers in need, the Foundation calls on the help and generosity of our 

industry. Giving to the BCHF has a measurable, meaningful impact and 

demonstrates compassion and caring for the workers in our industry 

who serve your customers. 

5 Ways to Donate: 

1. Make a one-time donation or become a monthly donor by visiting 

our website and clicking the big red donate button. 

2. Create a collaborative beer, wine, or spirit and donate partial 

proceeds. 

3. Designate a menu item with partial proceeds to the Foundation. 

4. Partner with BCHF to host an auction or contest. 

5. Get your team involved with workplace giving—a payroll 

deduction program that makes it easy to give each month. 

For those already contributing, you can still help by spreading the 

word about the BC Hospitality Foundation and what we do among 

your friends and co-workers. The Foundation’s core mission is to aid 

hospitality workers facing a financial crisis due to a health condition 

experienced by themselves or a family member. Let us know if you 

know someone who could use our help! 

We thank everyone for their incredible generosity, and we wish 

everyone a safe and busy summer ahead. 

Donate today at www.bchospitalityfoundation.com. 

LIGHTING & 

LED MIRRORS 

CASEGOODS 

UPHOLSTERY 

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THEIR STAY 

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2023 Inn Focus Feb 1/4 Final.indd 1 2023-01-31 5:08 PM 

by Deb Froehlick 

True North Distributors now offers three styles of amenity 

dispensers. Refillable or non-refillable options are available in both 

pump and squeeze style. Always in stock, and ready to ship. https:// 

www.truenorthdistributors.com/hotel-amenity-soap-dispenserscanada 

LOC International Inc. is launching the 602 LOCFrost, a spacious, 

completely silent fridge. Its compact size and 60L cooling space make 

it perfect for rooms or suites. With its compressor-free technology 

and auto-defrost, maintenance is a breeze and energy savings are 

guaranteed. As manufacturers, their direct-to-client sales ensure fast 

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The Fraser 

Canyon and 

Manning 

Park 

More than a Stop 

for Gas 

by Carolyn B. Heller 

At the intersection of Highways 1, 3, and 

5, connecting the Lower Mainland to the 

Okanagan and the Canadian Rockies, Hope 

is a natural stopping point for road trippers. 

“For a small town, we have a lot of amenities,” 

says Sarah Brown, Visitor Centre Manager, at 

Hope, Cascades and Canyons, the region’s 

destination management organization. Whether 

you need to get gas, charge your electric vehicle, 

pick up a snack, or exercise your dog in the town’s 

dog park, you can find those services in Hope. 

However, as the highways skirt the town centre, 

many travellers aren’t aware of what this British 

Columbia community offers. And fewer still know why 

they should make a longer stop in the Hope, Cascades 

and Canyons region, which extends from Bridal Falls 

east to Manning Park, and north through the Fraser 

Canyon to Boston Bar. 

History, Outdoor Adventures, and Rambo 

One of the DMO’s objectives, says Brown, is to increase 

overnight stays, particularly by supporting events, such 

as summer concerts and the biennial chainsaw carving 

competition, that bring in overnight visitors. 

Other draws include local hiking trails, like the 5.8-kilometre 

Kw’okw’echíwel Stl’áleqem, or Dragon’s Back Trail, which 

opened in 2020, offering views across the mountains, and Syéxw 

Chó:leqw Adventure Park, with trails for mountain bikers and hikers 

on the traditional lands of the Sq’ewá:lxw First Nation. 

Hope gets its share of movie tourists, too. First Blood, featuring 

Sylvester Stallone as Vietnam War veteran John Rambo, was filmed 

Courtesy of Hope, Cascades & Canyons 


in Hope in 1982, and the movie’s 40th anniversary in 2022 drew 

a new round of Rambo fans. 

Beyond the town of Hope, “the allure of the canyon is that 

it’s a road trip experience,” Brown describes. “There are a lot 

of places to stop and do things,” whether soaring over the river 

on the Hell’s Gate Airtram, exploring gold rush-era life at Yale 

Historic Site, or visiting Tuckkwiowhum Village, an Indigenous 

heritage site in Nlaka’pamux territory. Rafting on the Fraser and 

Nahatlatch Rivers also brings adventures into the Fraser Canyon. 

A Four-Season Resort 

While Hope has roughly 20 accommodations, Brown notes that 

the regional destination that’s been most successful at drawing 

overnight travellers is Manning Park Resort. 

“We are a four-season, family resort, and we have several 

different components to our operation,” explains Manning Park 

general manager Vern Schram. Accommodations range from 

hotel rooms to cabins to nearly 450 campsites. Hiking and lake 

activities draw warm-weather visitors; winter guests come for 

downhill skiing and snowboarding, cross-country skiing, and 

snowshoeing. The resort hosts corporate retreats, school groups, 

and weddings as well. 

Spanning 80,000 hectares, E.C. Manning Park was created in 

1941, and the lodge opened in 1949, operated by BC Parks, the 

provincial park service. In the 1980s, BC Parks began awarding 

contracts to private operators to manage some parks, including 

Manning. Current owners, Kevin and Donna Demers, have run 

Manning Park Resort since 2013. 

“We have a loyal group of guests that come year after year,” 

says Schram. “We’ve got grandparents who brought their 

children, who are now bringing their grandchildren, and have 

been taking the same accommodations for 40 or 50 years.” 

A developing market includes “new Canadians who have 

never experienced the winter environment,” who often come 

to Manning Park in large family groups, Schram notes. “They 

may make snow forts, walk in the snow, or go for a toboggan.” 

Fires, Floods, and Other Challenges 

Numerous weather-related issues have recently plagued the 

Fraser Canyon region. After devastating wildfires in July 2021 

destroyed the village of Lytton, ongoing fire risk and mudslides 

shut down both the Coquihalla and Highway 1. Severe flooding 

that same year closed roads, campgrounds, and trails, some 

of which are still rebuilding. 

Beyond the weather, Schram says that Manning Park’s 

challenges include upgrading its infrastructure while 

maintaining the historic environment. “We renovated all our 

standard cabins, and we had guests that were actually upset 

at us. But we had just as many, if not more, say, ‘Thank you, 

it’s about time.’” 

Because it’s located in a provincial park, the resort must 

coordinate renovations with BC Parks. “We can’t just paint 

a building bright green. We have to conform to park colors,” 

Schram explains. Set on the unceded territories of the Stolo, 

Syilx, and Similkameen First Nations, Manning Park also 

consults with these nations to ensure that construction won’t 

disturb areas of cultural significance. 

Both Schram and Brown see travel continuing to rebound, 

particularly because of their region’s varied outdoor activities. 

“Normally at the visitor center, we get about 50,000 visitors a 

year. Last year we got 26,000,” Brown says. “We’re starting 

to see that build up to regular numbers.” 

“People are so excited to be in their car going somewhere. 

I think this will be a really good year.” 

Courtesy of Chris Barker 

Courtesy of Hope, Cascades & Canyons 


Putting Canada on the Map as a 

Destination that Inspires Openness 

by Gloria Loree 


Massive strides have been made in driving 

the recovery of the tourism industry, both 

here in Canada and around the globe. As 

demand for travel and tourism continues 

to rise, there is an immense opportunity for 

our sector. In Canada alone, tourism has 

the potential to generate more than $142 

billion by 2030. 

While challenges certainly remain, it’s 

important that we work collectively to seize 

this opportunity. It means that we as a 

country must sharpen how we show up on 

the world stage. There’s no question that we 

already boast an incredibly strong nationbrand—but 

in today’s fiercely competitive 

travel marketplace, we need to do even more 

to stand out from the crowd. 

A New Global Brand Strategy 

That’s why, over the past several months, 

Destination Canada has unveiled a powerful 

new global brand strategy. Our ultimate goal: 

to put Canada on the map by positioning 

it as a destination that inspires radical 

openness. 

So, how did we get here? We delved into 

the societal shifts together with industry 

realities—and looked at the motivations 

and desires of today’s travellers. By doing 

so, we uncovered a universal truth that 

has grounded our work in rediscovering 

who we are: in a world that makes us feel 

trapped, guests are longing to break free. 

Beyond another travel experience, they 

want space for growth, enrichment, and true 

transformation. 

That’s exactly where Canada shines. 

Our country has wide-open spaces and 

larger-than-life landscapes that inspire 

awe, open hearts that foster a sense 

of belonging, and open minds that fuel 

refreshing perspectives. It’s precisely this 

unique blend of openness that sets Canada 

18 InnFocus 

apart, offering the expansiveness that 

travellers crave more than ever. 

That brings us to our next question: 

How do we showcase our unique blend of 

openness when inspiring guests to discover 

what our country has to offer? Over the 

past year, our team has been hard at work 

unveiling our brand strategy through a series 

of traditional—along with unconventional— 

marketing initiatives. 

Key Activations 

One of our key activations took place earlier 

this year: TED@DestinationCanada. We 

realized that if we wanted global travellers 

to reimagine what they already knew about 

Canada, we had to drive new conversations 

about what sets us apart. So, through a 

first-of-its-kind partnership with TED, 14 

visionary minds took the stage at the TED 

Theater in New York. These speakers and 

their unique ideas represented all regions 

of our country, a span of generations, a 

wealth of backgrounds, and a diversity of 

perspectives. Topics spanned from polar 

bears and climate change to video games 

and artificial intelligence—and each one 

centered around Canada’s openness. TED@ 

DestinationCanada offered a novel approach 

in how we can bring the narrative of a nation 

to life for global audiences and ultimately, 

inspire action. Talks will be available on TED. 

com starting in the spring of 2023, and these 

stories will continue to be leveraged in our 

work. 

New Marketing Campaigns 

We’ve also launched new marketing 

campaigns aligned with this brand positioning. 

One of them invited Americans to take a new 

kind of leave—a Maple Leave—and escape 

for a stress-free vacation to Canada. The 

60-second spot launched on January 17; 

a day known as “Blue Monday.” At a time 

when travellers are seeking to de-stress, it 

encouraged them to connect with nature, 

passions, and most importantly, themselves. 

Our team also launched our Open if You 

Are campaign in the US, which challenged a 

variety of myths and misconceptions that are 

stopping guests from thinking about Canada 

as a long-haul travel destination. Our objective 

was to inspire, surprise, and immerse travellers 

in Canada’s diverse experiences, as well 

as its unique blend of openness through a 

30-second spot. 


That’s only the beginning of this exciting time 

at Destination Canada, along with partners 

from coast to coast to coast. As we continue 

to propel our new brand strategy forward, 

we will launch additional brand campaigns 

throughout the coming years. And most of all, 

we will continue to find powerful ways to inspire 

guests to experience Canada’s open spaces, 

open hearts, and open minds. We can’t wait 

for what’s in store! 

Gloria Loree is Senior Vice-President, 

Marketing Strategy and Chief Marketing Officer 

at Destination Canada.

Positive Immigration Changes 

for Hiring Foreign Workers 

by Rena Dhir 

In recent years, the hospitality industry in BC has experienced 

significant growth, and this has led to a need for new immigration 

policies that can support the industry’s workforce needs. The 

hospitality industry is a major contributor to BC’s economy, and 

it is expected to continue growing in the coming years. Along 

with this growth, the hospitality industry has seen extreme labour 

shortages. What this means is that Canada needs to look for 

workers outside of Canada to fill these positions, and there 

are many benefits to hiring foreign workers. One of the main 

benefits is that employers can retain employees for a longer 

period of time, resulting in less turnover costs. Why is there less 

turnover? The foreign worker can only work for the employer 

named on their work permit and work permits are up to two 

years in duration with the possibility of renewal. 

In Canada, there are several immigration programs available 

for foreign nationals who wish to work in the hospitality industry. 

The most popular is the Temporary Foreign Worker Program 

(TFWP). This program allows Canadian employers to hire foreign 

workers to fill temporary labour and skill shortages, when 

qualified Canadians are not available, through the Labour Market 

Impact Assessment (LMIA) process. The low-wage stream and 

the high-wage stream may be applicable to most jobs in the 

hospitality industry. 

To assist employers in the hospitality industry to hire more 

foreign workers, Service Canada made changes to the LMIA 

and increased the cap rate from 10% to 30% for the hospitality 

industry effective until October 30, 2023. This means employers 

in this industry can hire foreign workers that amount to 30% of 

their current labour force. For an employer with 10 employees, 

they can hire three foreign workers in the low-skilled category. 

There is no cap rate for high-wage LMIAs where the hourly rate 

is $26.44 or more. Furthermore, Service Canada has increased 

the timeframe for the LMIAs’ validity date from six months to 18 

months, so the employer now has 18 months to hire a foreign 

worker using the approved LMIA. Finally, Service Canada has 

prioritized ‘light-duty cleaners’, so these positions are likely to 

be approved faster. Given these recent changes, it is advisable 

for employers to apply for these LMIAs before October 30, 

2023. The employers will then have 18 months from the date of 

approval to use these approved LMIAs to hire foreign workers. 

Another change made by Immigration, Refugees and 

Citizenship Canada (IRCC) to support the labour shortage in 

Canada is to allow visitors to apply for work permits from inside 

Canada, which is effective until February 28, 2025. Prior to this, 

visitors had to apply outside Canada which resulted in longer 

processing times. Now, visitors have the choice of going to the 

border and obtaining a work permit with their approved LMIA 

immediately or applying online from within Canada for a faster 

processing time. 

Many of these measures are temporary, so it is advisable for 

employers to take advantage of these programs now, rather than 

later, to ensure that they have the staff they need for the future. 

Rena Dhir is a Regulated Immigration Consultant with Radar 

Immigration Inc. providing Immigration and Recruitment 

services. 


TikTok 

Won’t Stop: 

How TikTok’s Influence and 

Influencers Have Changed the 

Travel Marketing Landscape 

by Joe Pooley 


Mention TikTok to people of a certain age and you’ll all too often elicit 

eye rolls, groans, or bemused looks. But regardless of where you stand 

on the increasingly popular video-sharing app, one thing is clear: it’s 

a dominant force in shaping consumer behaviour among Gen Z and 

millennials—demographics which make up close to half of the global 

population and increasingly important segments of the travel market. 

For hotel marketers, the platform—which boasts over 1 billion 

monthly active users—offers a unique opportunity to build awareness, 

engagement, and bookings from these key segments, not only because 

it’s so popular among them, but also because it allows you to showcase 

your property in a way that resonates with what’s important to them. 

(More on that to come). 

Besides, TikTok is not solely the domain of the young. 35% of its users 

are over 35. And it is increasingly being used not just as a platform for 

entertainment, but also for travel planning. According to a report by 

MMGY Global, around 40% of travellers over 30 prefer TikTok to Google 

as a search tool for travel. 

Addressing the Controversy 

The buzz that TikTok has been getting in recent months hasn’t just 

come from its growing popularity, but also from increasing appeals 

by lawmakers to ban the app in North America because of its ties to 

overseas powers. Amid all the controversy, however, TikTok is more 

popular in Canada and the US today than it has ever been. By some 

estimates, more than 150 million Americans are regular users of 

the app (up 50% from the company’s previously reported figure). 

Regardless of where you stand on the app’s future, it is simply too 

important to ignore for businesses looking to grow their audience 

and drive results through social media. 

What makes TikTok different? 

How does TikTok compare to, say, Instagram or Facebook, platforms 

that will have been mainstays for any hotelier concerned with their 

social presence over the last decade? 

To start, TikTok’s short-form video platform feeds users content 

that’s related to their interests, not necessarily their social circle. 

Although users can follow individual accounts, their “For You” feed 

curates content from across a wide range of creators, driven by an 

algorithm trained to identify what’s most likely to pique their interest. 

There are differences too in the way that TikTok’s content is 

perceived relative to other social media. A recent Nielsen study shows 

that users tend to regard TikTok content as “more authentic and 

more unique” than other platforms. 59% said they “feel a sense of 

community when they are on TikTok” as they find the content relatable 


not only to their interests, but to their values and sense of identity. 

The result is an increased level of trust that, for brands and 

advertisers, tends to result in better engagement, and it has the 

potential for deeper connection with users. Combine this with the 

wide net cast by the algorithm-driven feed, and TikTok represents 

an opportunity to connect with a wider-reaching audience more 

deeply than is typically possible through other channels. 

How to Win Friends and Influence TikTokers 

TikTok’s aura of trust and community makes the platform an 

especially effective arena for influencer marketing (i.e., paying 

popular content creators to showcase your product in their 

videos). This should make any savvy marketer’s ears perk up, 

especially given findings 

from the Digital Marketing 

Institute showing that 

49% of consumers 

now report that they 

rely on influencer 

recommendations when 

making a purchase 

decision. 

It’s hardly a fair fight 

between messages that come from brands and those that 

come from influencers: 61% of consumers are likely to trust 

recommendations from an influencer vs. only 38% prepared to 

trust recommendations from a brand on social media. 

TikTok’s model has proven to be such a natural fit for 

influencers that they’ve taken to playing matchmaker between 

enterprising content creators and businesses. The TikTok Creator 

Marketplace (TTCM) allows businesses to search out relevant 

influencers (“creators” as they call them), hire them for campaigns, 

and track the results, all through a single platform. 

Hotels can seek out creators that have a proven track record 

in the travel and hospitality space and even select based on the 

demographics of a creator’s audience. With a growing roster of 

over 800,000 creators to choose from worldwide, there may be 

no better place than TTCM to get your feet wet with influencer 

marketing for your property. 

In-feed Ads 

Just like the other major social platforms, TikTok also supports 

in-feed ads (ads that appear to users as they swipe through 

videos on the app). Much like Instagram ads, the ads on TikTok 

appear seamlessly within the content being viewed—they look 

like an ordinary post, save for a little “Sponsored” tag under the 

caption and a call-to-action button (e.g., “Book Now”) that usually 

appears after a few seconds. 

The TikTok Ads Manager allows you or your marketing partner 

to implement, manage, 

and track campaigns on 

TikTok’s aura of trust and community 

makes the platform an especially 

effective arena for influencer marketing. 

the platform. However, 

just like with all digital ad 

channels, achieving a 

respectable ROI for TikTok 

ads requires a measure of 

strategy. And with TikTok, 

perhaps more than any 

other platform, the best ad 

strategy revolves around nailing the tone and style of the content 

that users expect. 

How to talk TikTok 

In their 2023 Trend Report, Tik Tok suggests that marketers will 

have the most success on the platform by leaning in to positivity: 

“The most effective messages on TikTok are uplifting, funny, 

and personalized, or entertaining their audiences.” While other 

channels may provide a natural outlet for heated debate or heavy 

news coverage, TikTok invites a lighter form of distraction. 

Nailing the unique style of TikTok content is crucial for 

marketers looking to generate engagement from the app’s 

audiences. Creating content that “provides joy through humour, 


elaxation and relatable points of view—could be the difference for 

brands in 2023,” the company explains. 

In addition to having an upbeat tone, there are other aspects that 

the best TikToks have in common. Consider these guidelines when 

creating original TikTok content for your hotel: 

• Videos should have the look and feel of user generated TikTok 

content. Don’t make them feel too polished. 

• Opt for short, “bite-size” videos when possible. 

• Make videos vertical to be optimized for the TikTok feed. 

• Include industry specific hashtags (e.g., #TikTokTravel). 

• Focus on surrounding attractions as well as your hotel. 

• Respond to comments and engage with your audience by 

reposting their content. 

• Link your hotel website in your profile. 

If you’re creating TikTok ads, keep in mind that the best ones don’t 

typically look like ads, they look like the content that surrounds them. 

Try incorporating humour, positivity, and a sense of community into 

the content. Make your brand feel relatable. On TikTok, in order to 

stand out, you need to blend in. 

Joe Pooley is Account Director at Redshift Collective, where he 

helps hotels build their brand, connect with audiences, and drive 

more bookings. 


NAMES IN THE NEWS 

by Deb Froehlick 

New Members 

The BC Hotel Association is proud to 

welcome these new members: 

Allied Members: 

Apple Valley Promotions Inc. 

Eminent Valet 

Master Care Janitorial and Facility Services 

Inc. 

Muisca Trading Company Ltd. 

PepsiCo Beverages Canada 

Precise Parklink Inc 

Superior Lodging Development TL Corp 

Teknotip 

Trendy Projects Corporation 

Accommodation Members: 

Basecamp Lodge Golden 

Basecamp Resorts Revelstoke 

Cactus Tree Inn, Roadside Hospitality 

Microtel Inn & Suites by Wyndham Oyster 

Bay 

Naturally Pacific Resort 

Sparkling Hill Wellness Hotel 

Stirling All Suites Hotel 

Twin Anchors Houseboat Vacations 

Community Members: 

Capilano University 

Appointments 

Lisa Jagger has moved into the role 

of General Manager of Summerland 

Waterfront Resort & Spa after 3 years 

as the Assistant General Manager. Tom 

Matthew, following a 40+ year career in 

hospitality—11 of those years spent as GM 

of the resort, is handing the baton over to 

Jagger. 

Congratulations to Tracy Douglas- 

Blowers on being appointed Alberta Hotel 

& Lodging Association’s new President and 

CEO. Tracy is an exceptional leader and 

tireless advocate for Canada’s hospitality 

sector. 

Destination Greater Victoria (DGV) is 

pleased to announce that Miranda Ji has 

been promoted to Executive Vice President, 

Sales and Business Development, a 

newly created position in which Ji will 

lead DGV’s meetings, conferences, 

incentive, travel trade sales, and business 

partnerships. In her new role, Ji will also 

play a greater role working with CEO Paul 

Nursey in some of DGV’s more complex 

business partnerships, such as airline route 

development. 

24 InnFocus 

Chad Wetsch has been appointed as the 

new General Manager of the Vancouver, 

Coast & Mountains (VCM) tourism region. 

Chad brings with him 27 years of experience 

in the tourism and aviation industry, having 

worked with Harbour Air Seaplanes. 

Kafia Yusuf has been promoted to 

Manager, Policy & Stakeholder Relations for 

the Hotel Association 

of Canada. With 10+ 

years of policy analysis 

experience, Kafia has 

played a crucial role in 

securing wins for the 

hotel industry, including 

fair short-term rental 

Kafia Yusuf 

rules and COVID-19 

relief programs. In her 

new role, Kafia will manage critical files and 

spearhead advocacy events. 

Jeremy Flewelling has joined the Executive 

Hotel Le Soleil Vancouver as Hotel Manager. 

With his vast experience in the hospitality 

industry and passion for excellence, Jeremy 

will continue to enhance the hotel’s reputation 

as a beautiful and award-winning property. 

Congratulations 

Congratulations to the winners of the 2023 

BC Hotel Association (BCHA) Awards of 

Excellence. Ingrid Jarrett, President and 

CEO of the BCHA, says, “Their commitment 

to excellence, innovation, and the overall 

advancement of our industry has elevated the 

standard for the provincial accommodation 

sector. We are delighted to recognize their 

outstanding contributions and thank both the 

winners and all nominees for their integral 

role in making hotels in BC such phenomenal 

places to work, visit, and enjoy.” 

• Hotelier of the Year - Trina White, 

General Manager, The Parkside Hotel 

& Spa 

• Hotel of the Year - Kingfisher Oceanside 

Resort & Spa 

• Housekeeping Award - Coast Prince 

George by APA 

• Heart of Hospitality Award - Kunal 

Dighe, Executive Chef, JW Marriott 

Parq Vancouver 

• Supplier of the Year Award - SONA 

• Leader of the Future - Pink Yu, Director 

of Operations and Marketing, Robin 

Hood Inn & Suites 

• Recruitment Award - Accent Inns Inc 

BCHA Board Chair and GM at 

Coast Bastion Hotel, David McQuinn 

has been awarded GM of the 

Year at the Coast Hotels Brand Conference. 

McQuinn has been recognized for 

his exceptional work 

and dedication to 

delivering outstanding 

guest experiences 

while upholding the 

brand’s core values. 

He has introduced 

environmentally 

David McQuinn responsible improvement 

at Coast’s hotels, 

initiated discussions about Ambassador 

rates, and actively supports the BCHA, 

City of Nanaimo, and Tourism Nanaimo. 

Hotel Association of Canada President & 

CEO, Susie Grynol, has been recognized 

as a top 100 lobbyist in Canada by The Hill 

Times for the third 

consecutive year. 

This is a testament 

to Grynol’s hard 

work and the impact 

of HAC in Ottawa. 

The list is generated 

based on reputation, 

profile, influence, and 

Susie Grynol 

effectiveness. 

Congratulations to Klahoose Wilderness 

Resort for being named among the top 15 

destinations on AFAR’s annual Stay List. 

Congratulations to these BC hotels for 

their coveted FORBES Travel Guide Star 

Awards: 

• The Sutton Place Hotel 

• Wickaninnish Inn 

• The Douglas, Autograph Collection 

• Fairmont Empress 

• Fairmont Hotel Vancouver 

• Fairmont Pacific Rim 

• Fairmont Waterfront, Vancouver 

• JW Marriott Parq Vancouver 

• The Magnolia Hotel & Spa 

• The St. Regis Hotel 

• Shangri-La Hotel, Vancouver 

• The Sutton Place Hotel 

• Wickaninnish Inn 

Associated Luxury Hotels International 

(ALHI), CEO & President Michael Dominguez 

was honoured with MeetingsNet’s 

Inaugural Lifetime Achievement Award. 

Congratulations to Michael on this welldeserved 

award.

Victoria was featured alongside Edmonton as two of the best 

places to travel in Canada in Forbes’ list of 23 Places to Travel 

Around the World in 2023. The writer commended the city’s 

walkability and endless store of hidden treasures, as well as its 

recent Biosphere certification. 

Vancouver claimed the top spot in Canada and North America 

on KAYAK’s 2023 City Index for Mindful Travellers. Twentyeight 

factors were used to rank 167 cities worldwide, including 

sustainability, a destination’s popularity, accommodation, 

transportation, air quality, and cost. Other Canadian cities that 

made the list are Victoria, Halifax, Montreal, and Ottawa. 

The BCHA and the Tourism Industry Association of British 

Columbia (TIABC) announced the winners of the 2023 BC 

Tourism and Hospitality Awards during the 2023 BC Tourism 

and Hospitality Conference Awards Gala. Nine awards were 

given out that recognize and celebrate excellence, leadership, 

and innovation within BC’s tourism and hospitality sector, 

showcasing the province’s most exceptional leaders and 

positive change-makers. The winners of the 2023 BC Tourism 

and Hospitality Awards are: 

• Access & Inclusion Award - Sport Surrey, City of Surrey 

• Businesswoman of the Year - Kate Cox, Barkerville 

Heritage Trust 

• Community Contribution & Impact Award - Tigh-Na-Mara 

Seaside Spa Resort and Conference Centre 

• Employees First Award - Sun Peaks Resort LLP 

• Remarkable Experience Award - Northern FanCon 

• Indigenous Operator or Experience Award - Klahoose 

Wilderness Resort 

• Innovation Award - Beyond the Haunting Investigations 

• Professional Excellence (DMO) Award - Destination 

Greater Victoria 

• Sustainability Award - The Parkside Hotel & Spa 

The Ted Rogers School of Hospitality 

and Tourism Management at Toronto 

Metropolitan University has awarded 

Beth Potter, President and CEO of 

the Tourism Industry Association of 

Canada, its prestigious Industry Award 

2022. The award is presented in 

recognition of her significant work 

Beth Potter 

promoting the recovery of the sector 

as well as her role in connecting the 

industry to all levels of government. 

Fairmont Vancouver Airport has been named the #1 Airport 

Hotel in North America for the ninth consecutive year and has 

climbed to #3 in the world at the annual Skytrax World Airport 

Awards held in Vancouver March 20, 2023. The Best Airport 

Hotel Awards rate overall hotel experience, access from the 

airport to the hotel, friendliness of hotel staff, cleanliness, inroom 

amenities, fitness and spa facilities, quality of food and 

restaurant service, and value for money. 


Upskilling 

to Boost 

Retention: 

Three Programs to Try 

by Danielle Leroux 

Courtesy of Blue Mountain Solutions 


Employee retention is at the top of every employer’s mind. 

Labour shortages continue to be a challenge for BC’s hospitality 

industry. The province now has as many as 50,000 job vacancies 

in tourism and hospitality and federally there’s a shortage of 

300,000 workers. 

Employees are also expensive to replace. Cost-of-turnover 

estimates for a single position range from 30% of the yearly salary 

for hourly employees to 150%. 

Upskilling yourself and your employees is one tool employers 

can use to boost retention. It’s also something employees want. 

According to a 2021 PricewaterhouseCoopers survey, 77% 

of workers said they’re ready to learn new skills and 74% saw 

upskilling as a matter of personal responsibility. 

Here are three educational programs to try: 

1. Fast Track Financial Training with David Lund 

David Lund is a Financial Coach helping hotel teams and leaders 

effectively manage their operational finances with financial 

coaching and educational workshops. 

Earlier this year, Lund partnered again with the BC Hotel 

Association (BCHA) on a Financial Leadership training series. 

The program covered six modules: financial leadership, 

business principles, financial statements, managing payroll 

and productivity, controlling expenses, and advanced financial 

leadership and analysis. 

Lund says that for many people the biggest takeaway was 

accounting, which is a lot easier than they thought. “People 

tend to think about numbers and accounting as something that 

requires a lot of training and experience, but this is more about 

business thinking,” he notes. “People realize that if they want their 

career to grow and advance into more positions of leadership and 

responsibility, they need to know their numbers.” 

Lund believes that by developing your leaders around financial 

skills, you’re investing in them and giving them another good 

reason to stay. “People want to work for employers that are 

invested in their future,” he adds. 

Outside of the BCHA training program, Lund offers one-onone 

coaching and mentoring programs, online workshops and 

video courses, and custom content. On his YouTube page and 

blog www.hotelfinancialcoach.com, you can find hundreds of 

free videos and articles. 

2. Leadership Development with Blue Mountain Solutions 

Blue Mountain Solutions provides leadership development, 

customer service excellence training, and operational support 

to organizations and companies of all sizes. 

Principal Owner Theresa Ito has been in hospitality for 39 years 

and is passionate about supporting the industry and helping 

leaders find the joy in leadership again. Ito and her team train 

leaders to function more efficiently and effectively and help them 

upskill on the job by providing formal leadership development. 

Ito believes leadership development is integral to retention given 

the impact a leader has on the people around them. “We are so 

influenced by the people who are leaders at work,” she says. “We 

spend so much time with them and they impact our mental health 

so much. Yet as leaders, no one has taught us those lessons. The 

things that we get right—we’re lucky, we think we’ve got it right. 

The things we don’t get right—they backfire so badly; we feel 

shame and embarrassment.” 

In a six-part series with the BCHA entitled Leadership for 

Hospitality Professionals which kicked off March 7, 2023, Ito is 

taking leaders back to the basics. She chose the topics based 

on what she thought were most impactful: becoming assertive, 

mastering your time, team meetings, and the magic of one-oneones, 

handling complaints like a pro, switching on your emotional 

intelligence, and keeping yourself motivated. 

Ito designed the series to be impactful and relevant and allow 

leaders to take away one or two small things every session, 

allowing them to make a small change each day and ultimately 

improve their leadership skills. 

When it comes to retention, Ito believes it all starts with 

developing yourself as a leader. “Start with ensuring that you as a 

leader are performing well, showing integrity, passion, and an open 

heart,” she suggests. “Your approach to yourself and how you act 


attracts people and inspires people to align with your vision and 

actions.” Leaders should also ensure they’re organized, delegate 

well, are able to have difficult conversations, and are people that 

others want to work around. 

Outside of the BCHA training series, Blue Mountain offers inperson 

and online training and courses. 

3. Operational Excellence with Western Community College 

Western Community College 

(WCC) offers a Bachelor of 

Hospitality Management 

and Diploma in Hospitality 

Management. The college 

also runs applied skills training 

projects, working closely with 

organizations like the BCHA 

or YMCA to upskill individuals. 

“There is a serious gap in employment for the hospitality industry 

for the upcoming summertime,” says Rob Fahlman, Associate 

Vice-President of Academic Affairs at WCC. “We’re working hard 

to try and get people out there and into jobs.” 

WCC is not just training people for entry level positions. They train 

people to become or level up into supervisors, general managers, 

and other leadership roles. 

Fahlman says there is a lot of focus on leveling up right now 

and emphasizes the importance of focused skills training when 

We’re working with 

hotels to design a program 

specific to them. 

it comes to retention. “It is a very competitive marketplace. Staff 

members will change positions for more money,” he says. “If 

there is an opportunity for education that provides a pathway to 

advancement, that is huge. That is an investment in an employee 

to keep them there.” 

It’s also important for employees to demonstrate to their employer 

or future employer that they’re invested in their own development. 

Later this year, WCC is running a live training on Operational 

Excellence with the BCHA. 

“We’re working with hotels to 

design a program specific to 

them and meet their needs,” 

Fahlman explains. 

Upskilling as a 

Competitive Edge 

Upskilling makes you a better 

leader and creates a stronger, more knowledgeable team. It also 

keeps employees away from your competitors. 

Plus, it’s a trend that’s here to stay. According to a 2020 World 

Economic Forum report, by 2024 it’s estimated that 40% of workers 

will require up to six months of reskilling, while 94% of business 

leaders expect their workers to pick up new skills. 

By upskilling your team, you’re building managers and leaders 

of the future and making a worthwhile investment in your business 

and its long-term success. 


HOTELIER FEATURE: 

Brannigan 

Mosses 

General Manager at Penticton Lakeside 

Resort and Conference Centre 

by Danielle Leroux 

Brannigan Mosses is General Manager at Penticton Lakeside 

Resort and Conference Centre, a role she has held since January 

2023, after starting at the resort 10 years ago as Director of Regional 

Sales and Marketing and then Assistant General Manager. 

Mosses has been passionate about the hospitality and events 

sectors since she was a teenager. 

She got her start in the industry young, working as a deep cleaner 

at an Alberta Denny’s. After doing other customer service jobs as a 

teenager, she was naturally pulled back to restaurants and worked 

at JOEY Restaurants. 

In her late teen years, Mosses got involved in events and 

tradeshows. “My Mom was in the event industry,” she says. “These 

industries have always been in my blood.” 

Mosses took some time off to travel internationally and was 

exposed to a range of accommodations. “I stayed in everything 

from a bed and breakfast, to hostels, premium hotels, and sharing 

a room with 28 people in Turkey,” she describes. “At that point, 

it solidified I wanted to remain in the hospitality, events, and 

accommodations sector.” 

Mosses came home from her trip and registered for a Diploma 

Program in Hospitality Management at Northern Alberta Institute 

of Technology. 

A post-school break is what first led her to the Okanagan. Mosses 

didn’t plan to stay beyond the summer but ended up working at an 

Earl’s in Penticton. At this point, she decided she wanted to expand 

her knowledge and growth in the industry. So Mosses returned 

to Edmonton to complete her wedding planning certification and 

ended up starting a wedding planning business. 

She returned to the Okanagan, working for several years in 

events at the South Okanagan Events Centre and Penticton Trade 

& Convention Centre. In 2013, an opportunity came up at the 

Lakeside Resort. “I always had an inkling that I wanted to work in 

accommodations, it’s where my heart was,” she says. As a bonus, 

the Lakeside hosts many events. “It was my two dreams of working 

in events and hotels coming together.” 

Courtesy of Brannigan Mosses 

Ten years later, Mosses is General Manager, making operational, 

financial, strategic, and marketing decisions to improve the 

functionality of the resort. 

She loves where she works and who she does it with, from 

working on the shores of the Okanagan Lake and watching 

guests arrive, to getting to know the wide range of employees and 

connecting with the tight knit Penticton community. 

Mosses also enjoys the creativity an independent hotel offers. 

“There is so much opportunity here. Everything is thinking outside 

the box and the owners are very creative people,” she says. “They 

give me a lot of room to use my imagination, brainstorm with my 

team, and create new concepts and packages.” 

Mosses was drawn to the industry because of the challenges 

it offers. “I don’t like doing the same tedious thing every day,” she 

says. “I like to shake things up and not know what I’m walking into!” 

She also enjoys developing teams and being in a sector that is for 

the enjoyment of others. 

Mosses tries to stay on top of work-life balance and take 

advantage of all the Okanagan has to offer. “We like being tourists 

in our own backyards and take our three kids camping, hiking, and 

exploring.” She’s also passionate about food and hopes to take a 

culinary trip one day soon. 

Mosses believes in the power of travel and experiential learning. In 

the future, she wants to go back to school for project management, 

allowing her to further support other departments in her role in an 

ever changing and fast-paced industry. 


y Mike Macleod, Director of Member and Business Development 

Supporting Members’ Growth and Sustainability in 2023 

Over recent months, the British Columbia Hotel Association (BCHA) 

has been on the move, making its presence felt in every part of the 

province. 

Our annual Summit, which took place May 1-2 in Kelowna, 

saw outstanding attendance, and provided valuable insights and 

opportunities for the hospitality industry in BC. We thank all of our 

sponsors, speakers, and delegates for their incredible contribution 

to a successful event, and to the finalists and winners of the 2023 

BCHA Awards of Excellence for continuing to raise the bar for our 

provincial sector. Building on this success, we are eager to continue 

engaging with our members across the province. 

In fact, the BCHA team has already been hard at work in 2023, with 

visits to various parts of the province for events, member meetings, 

update sessions, and industry consultations. Member Services 

Manager, Samantha Glennie visited Whistler, Vancouver Island, the 

Kootenay Rockies, and the Okanagan while Workforce Strategist, 

Alison Langford gave presentations and consultations in the Victoria 

area. We also held meetings with accommodators in Northern BC 

Advertisers 

BC Hospitality Foundation 30 

BC Hotel Association IBC 

Bichin Laundry 9 

Cloverdale Paint 19 

Coldstream 25 

CorMac Projects Inc 11 

DwellTech Industries IBC 

Immigrant Services 15 

LOC International Inc. BC 

Redshift Collective 30 

RHB Enterprises 15 

Ricky’s Family-Style 13 

Restaurants 

Takasa Lifestyle Company 23 

Tex-Pro Western Ltd 22 

True North Distributors IFC 

Western Financial Group 11 

Insurance Solutions 

during our successful BC Tourism and Hospitality Conference 

in March. Through these meetings, we continue to witness 

the importance of connecting with our members in-person to 

support their needs. 

If your community would like us to visit, please do not hesitate 

to contact our Membership Services Manager, Samantha 

Glennie, at samantha@bcha.com. We value member feedback 

and welcome opportunities to connect with our diverse 

membership. 

One common request we hear from our members is for bitesized 

training formats. We are thrilled to announce that we have 

successfully presented six-week, one-hour sessions on financial 

leadership, customer service, and organizational leadership 

through our Fast Track program. Based on popular demand, 

we plan to re-introduce two more sessions in late summer and 

fall. Please let us know what topics you would like us to pursue, 

as we are always looking for ways to support our members’ 

professional development. 

In addition to professional development, we remain committed 

to climate action and providing our members with practical 

resources to participate in that journey. We were proud to launch 

the Sustainability Playbook at the BCHA Summit, which serves 

as a guide to acting on sustainability initiatives in the hospitality 

industry. This playbook provides an opportunity for our members 

to connect their team members around these initiatives and 

make real change. Once you have downloaded the playbook, I 

encourage you to book some time with our Energy Specialist, 

Dylan Tomlin, to discuss how best to get involved. 

At the BCHA, we are dedicated to providing our members 

with valuable resources, support, and opportunities for growth. 

We are excited to continue our member outreach throughout 

the remainder of 2023 and look forward to connecting 

with our members across the province. Together, we can 

support the hospitality industry and work towards a brighter, 

more sustainable future. 

Redshift-Ad.pdf 1 2023-04-18 5:13 PM 

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Strategy. 

Creative. 

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It all starts with clarity. 


2 

1 

1' - 0 1/8" 

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42"x32" SHOWER 

W/H 

13020 Katonien Street, 

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T. +1-604-474-4096 

www.dwelltechindustries.com 

- 

M/W 

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Any work completed without company's knowledge will be the full responsibility of the Owner and General Contractor. 

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Scale 

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YOUR HOTEL ASSOCIATION. YOUR VOICE. 

Sign-up and join over 800+ BC accommodators 

& partners who are proud BCHA members 

UNLOCK MEMBER-EXCLUSIVE 

Cost-saving benefits 

Programs 

Partner offers 

Education & training 

Resources, tools, & solutions 

And much more! 

SIGN-UP TODAY 

CONTACT SAMANTHA GLENNIE: Member Services Manager 

samantha@bcha.com | 778.895.0501

InnFocus Summer 2023

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