About Urgo Hotels & Resorts Canadian Operations

An industry leader in hotel management and development for more than four decades, Urgo Hotels Canada is one of the longest-operating hotel companies in Canada. Based in Montreal, Urgo has extensive experience investing, developing and managing a wide range of hotels and resorts.

Beginning with the development of Residence Inn by Marriott Mont Tremblant Manoir Labelle in 1996, Urgo has grown to over 17 hotels and approximately 3,000 keys across Canada. The portfolio ranges from premium-branded select-service hotels in urban, urban infill, and resort locations to full-service luxury and lifestyle hotels. HHM Hotels expanded its extensive portfolio of over 240 hotels through its integration with Urgo Hotels.

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Executive Team

Serge Primeau

Managing Partner Canada

With over 30 years of experience in the hotel industry, Serge Primeau joined Urgo Hotels & Resorts in 1997 as General Manager of the Residence Inn by Marriott Mont Tremblant Manoir Labelle. He then advanced to Vice President of Operations for Urgo Hotels Canada and led the development, opening, and acquisition of more than 17 hotels throughout the last 20 years. Today, Serge acts as Managing Partner for our growing Canadian portfolio of hotels. He leads a group of highly successful hotels and market leaders of Marriott, Hilton, and IHG full-service and select-service brands, as well as some independent hotels, and he continues to be active in hotel development opportunities.

Marsha Ray

Executive Vice President

Marsha joined Urgo Hotels Canada in 2025 as Executive Vice President, Head of Canadian Operations. Marsha has over 30 years of industry experience, beginning her career in British Columbia throughout various properties including the Westin Bayshore Vancouver, then moving back to her hometown of Toronto as Hotel Manager of the Sheraton Center and General Manager of the Westin Toronto Airport. From there, Marsha moved to the United States working for Aimbridge Hospitality rising to Senior Vice President of Operations. Marsha has experience working with the major brands as well as various independent properties across numerous North American markets.

Mathew Jalazo

Senior Vice President of Acquisitions

As Senior Vice President of Development for Urgo Hotels & Resorts, Mathew Jalazo’s responsibilities include sourcing management, acquisition and development opportunities, as well as underwriting, due diligence, market feasibility, entitlement, design, development, construction, and equity and debt financing. During his tenure with Urgo, Jalazo has deployed more than $250 million of capital on new construction and acquisition projects helping to grow the portfolio from 18 to 45+ hotels. Prior to his current position at Urgo, Mathew served as Executive Vice President of Development at Winston Hotels.

DANY THIBAULT

VP of Operations

Originally from Québec City, Dany Thibault has been working in the hospitality industry for the last 37 years. He has held several positions with renowned hotel chains including Director of Sales and Marketing for the Fairmont Château Frontenac and General Manager of the 575-room Hilton Québec. Since 2016, Dany has been Regional Director for a portfolio of Marriott and IHG Hotels under the management of Urgo Hotels Canada.

Danielle Veilleux

VP of Revenues & Strategies

With 25 years of experience in the hospitality industry, Danielle Veilleux began her career as the front office and reservations manager at the Residence Inn by Marriott Mont-Tremblant Manoir Labelle, a first in Canada. Her career progression has seen her take on strategic roles in hotel operations and sales across North America. Since 2019, she has led the regional revenue and sales team, and in 2023, she was promoted to her current role as Vice President. Today, she successfully leads the revenue management team, playing a key role in developing the revenue strategy for Urgo Hotels Canada's entire portfolio of hotels.

MARTIN FOSTER

VP of Sales & Marketing

Martin Foster serves as Vice President of Sales and Marketing for the Canada portfolio of hotels. Martin joined Urgo Hotels Canada and HHM Hotels in the summer of 2023 to give experience and structure to the sales efforts in all critical markets, while playing an active and intimate role with the property and regional sales leaders. Martin has an extensive background in sales, marketing, and hotel operations including time with Fairmount, Starwood, and most recently at Groupe Hotelier Grand Chateau.

Stéphanie Baillargeon

Regional Human Resources Director

With over 20 years of experience in the hospitality industry, Stéphanie Baillargeon joined Urgo Hotels Canada in October 2021, bringing a strategic vision to an already distinguished career. Having served in key roles at the Westin Montreal and the Château Champlain, she has extensive expertise in human resource management. As Regional Director of Human Resources, she leads the HR teams with excellence and orchestrates initiatives aimed at driving growth and enriching the company culture at Urgo Hotels Canada. Recognized for her insightful leadership and dedication to excellence in HR practices, Stéphanie is a central pillar of our success in the Canadian market.

Business Capabilities

Management

As a leading hospitality management company in Canada, we have developed proprietary data and processes that enable us to maintain an unwavering focus on driving results while providing an exceptional guest experience. This competitive advantage allows us to serve our guests and partners with innovative solutions.

Development

Urgo Hotels Canada has been a driving force in the development and repositioning of hotels across Canada for the past four decades. With a comprehensive range of services, our team is committed to delivering exceptional value and pushing the boundaries of hospitality design, elevating guest experiences to new heights.

Investment

With our extensive experience in acquiring, repositioning, and developing properties from the ground up, and skillful management, we are uniquely capable of creating unmatched value for our partners. We actively seek hotels that can stand out as leaders in their respective submarkets, consistently delight guests with exceptional service, and make a meaningful contribution to the well-being of their local communities and owners.