PROFIT/Chatelaine W100

PROFIT W100 Sponsors


Mandy Farmer

President & CEO
Hotel operator

Company Profile

Company: Accent Inns Ltd. Head Office: Victoria Website:

Company Financials

3-year revenue growth (%): -7 Revenue: 10-15M Employees: 173
Revenue from Exports (%): 3    


OMG! That’s what you think of our brand?: Farmer couldn’t understand why reviews for Accent Inns were overwhelmingly positive, yet the firm was losing market share. When the company put together a focus group, she says, the resulting customer feedback was “mindblowing.” Among the misconceptions about Accent Inns’ brand were that it is a bottom-of-the-barrel motel chain, and that it’s U.S.-based rather than locally owned. “At the time, we were all crushed to hear this disastrous news,” says Farmer. “Yet, we managed to pick ourselves up off the floor and embark on a major rebranding initiative. This invigorated my whole team, raised our revenue and has set the stage for further growth. It was one of the best things we’ve ever done, and I know I’ll never ignore my brand again!”