The Senior Director, Guest Insights, will be responsible for fostering a culture of guest-obsession and driving revenue through key insights into Guest preferences, feedback, demographics, and how they make decisions. Working in close collaboration with Local Revenue, Global Demand Generation, Brand and Revenue Operations teams, you will analyze key aspects of guest behavior to influence stronger decision making throughout the revenue team.  Additionally, these guest-insights will influence how operators think about their business and adjust to an ever-changing guest mix through strategic capital and experience design investments. This role will be grounded in strong data-oriented process to eliminate bias, though strategic storytelling will still be a key aspect of success. 

Reporting to the VP, Marketing, the Senior Director, Guest Insights will be a key member of the Revenue leadership team, supporting and contributing to all core strategic decisions. This role includes one direct report; Guest Insights Specialist. 

Pursuit offers a full suite of benefits, including flexible time off, an RRSP contribution matching plan, and discounts at our hotels, restaurants, and attractions.

What will you do in this job? 

• Guest-Obsessed Culture: Promote a customer-centric culture across the organization, ensuring guest and potential guest needs and feedback are well understood and actioned. 
• Grow Revenue: By identifying the most profitable guest segments, defining what they value, and working with revenue and operational team to measure, grow and optimize the lifetime spend of our guests. 
• Advanced Research: Utilize advanced analytics techniques (e.g. Environics, focus groups, behavioral tracking, etc) to extract insights from complex data sets, driving strategic decision making, marketing investments and sharing information with key stakeholders 
• CX Strategy Development & Long-Term Engagement: Support adoption of CX platform and help establish a strategy that delivers measurable impact, aligns with the company’s vision, and fosters long-term guest engagement and loyalty. 
• Performance Metrics: Establish and track key performance indicators (KPIs) to measure the effectiveness of CX initiatives and incremental revenue growth and drive continuous improvement. Lead the analysis of customer data to identify trends and growth opportunities. 
• Collaborate: Partner with the leadership team to align key insights to support Pursuit’s Refresh, Build, Buy strategy. Partner with Revenue team leadership to ensure insights are effectively utilized. 
• Team Development: Build, mentor and lead a high-performing Guest Insights Team 

Long Term Goals 

• Adopt a guest-centric mentality with the revenue team aligned with customer segmentation strategies 
• Help deliver a platform that can measure average guest lifetime value, by guest segment and booking channel, to drive incremental revenue by identifying highest value guest segments and maximizing their engagement. 
• Help establish a successful and highly measurable CX platform embedded into the Pursuit culture 
• Attract and retain a group of diverse and high performing contributors to the Guest Insights team 
• Be a champion of innovation by anticipating market trends and positioning Pursuit for an ever-changing guest profile to become a hospitality industry leader 

Short Term Key Wins 

• Establish Environics file structure and process with IT team 
• Deliver Guest Segmentation profiles to IR, Geo and LOB leaders 
• Successfully launch new CX platform foundational phase 
• Execute, deliver, and refine strategic roadmap 

#LI-EB1

#LI-Hybrid

• 8 years experience analyzing data, deriving insight and driving strategic optimizations at a senior leadership level 
• Minimum of 5 years of experience preparing sales analyses & business cases for strategic initiatives in a sales/marketing environment or equivalent  
• Bachelor’s degree in Marketing, Business or Data Analytics (or comparable)  
•  Knowledge of the attraction and hospitality industry is an advantage  
• Strong analytical skills and a passion to tell a story from the data, to assist the business in make strategic decisions  
• Ability to interpret data and identify data trends 
• Keen focus on improvement and challenging the status quo  
• Ability to communicate clearly and concisely with all levels of management 
• Strong interpersonal skills including relationship management and conflict management 
• Desire to work in a fast-paced, entrepreneurial organization 
• Ability to travel internationally 

This job description describes this role at a high level, but no document can anticipate every single task, issue or project that could come up. We work as a team and believe that we succeed together – these job duties may change based on the needs of the team and company as a whole.

To handle this job successfully, any person hired must be able to perform responsibilities as described. Pursuit will make any reasonable accommodation to help a person with disabilities perform their job. This job is based in Alberta, Canada. Relocation to the area and the legal ability to work in Canada is required.

At Pursuit, our office is more than just a place to work – it’s a space where you can bring your whole self, collaborate with talented teams across departments, and build lasting friendships. We believe in fostering an environment where work and play coexist, so whether you’re tackling projects or enjoying our many perks, you’ll feel supported and valued. With a variety of great benefits, we’re committed to ensuring that your time with us is as fulfilling as it is fun.

About Us: 

We're more than a hospitality and attractions company. We connect people to iconic places through unforgettable and inspiring experiences; Our team members included.  

Thoughtfully united by their unique power to inspire and invigorate, our collection of hotels and lodges, recreational attractions, ground transportation services, retail, food and beverage, sightseeing, tours, and travel products are tied together by iconic, destination-worthy locations in Alaska, Montana, the Canadian Rockies, Vancouver, Reykjavík, Las Vegas, and Chicago. 

About Pursuit

Pursuit is a publicly traded company listed on the New York Stock Exchange under the symbol PRSU. As a member of the S&P SmallCap 600 index, we specialize in attractions-led hospitality, consistently generating revenue and delivering value to our shareholders.

Pursuit is an Equal Opportunity Employer committed to diversity in the workplace. We evaluate qualified applicants without regard to race, color, age, religion, gender, sexual orientation, disability, veteran status, and other protected characteristics.   

Pursuit places a high value on diverse backgrounds and experiences, recognizing that they serve as catalysts for creativity and innovation. We encourage individuals who are eligible to work in Canada to apply and join our inclusive team!  
 
We are working to eliminate barriers for applicants and team members from equity-deserving groups. If you can’t apply online or need accommodation during the application or hiring process, please contact our Talent & Acquisition Team at ta@pursuitcollection.com. 
 
We thank all candidates for their interest; however, please note that only applicants selected for further consideration will be contacted.