Daniel Edward Craig

In his twenty-year career in hospitality and tourism, Daniel Edward Craig has worked with a variety of hotels and tourism entities, from large chain hotels to destination management organizations to independent boutiques. He has held positions ranging from director of sales and marketing to vice president.

Most recently Craig was general manager of Opus Hotel in Vancouver, Canada. Under his leadership, Opus was voted one of the World’s Best 100 Hotels by readers of Condé Nast Traveler and maintained top rankings on TripAdvisor despite a massive three-year construction project next door. There he launched the innovative Lifestyle Concierge and the first-ever General Manager’s Blog, which attracted a worldwide following.

An accomplished author, Craig has published three critically-acclaimed mystery novels featuring a hotel manager turned house detective. “In my novels I draw from the strange and wonderful people and situations I’ve encountered in my career,” he says. “There’s a lot of truth in my books—except for the murder part, that’s pure fiction.”

Considered a thought leader in social media strategy, storytelling and online reputation management in the international lodging industry, Craig writes a popular blog that is ranked among the top 20 hotel blogs by BlogRank. His articles are published worldwide, and he is the author of online reputation management guides for the hotel and tourism sectors.

Craig’s background as a hotel manager, author and marketer provides a unique, credible and objective speaking platform. His style is personable and humorous, and he consistently receives rave feedback. Recently he was keynote speaker at the UK National Hotel Marketing Conference in London and TripAdvisor’s Master Class event series across the United States. He is scheduled to speak at the Middle East Hotel Marketing Conference in Dubai in October 2011.

Craig holds a bachelor’s degree in International Relations from the University of British Columbia and has studied film, writing, acting and languages. He has held positions as area sales manager with Canadian Airlines and as vice president at internationally-renowned Vancouver Film School.

He is based in Vancouver, Canada, where he consults for the tourism industry and is completing his fourth book, a non-fictional insider’s look at the hotel business.



With the explosive popularity of social networking, travel shoppers are increasingly bypassing traditional sources of trip information and advice and turning to other travelers and peers on review sites like TripAdvisor and in social networks like Facebook.

To stay on top of this shift, tourism businesses must take an active role in managing their online reputation. This means actively participating in social networking and, most importantly, monitoring, analyzing, reacting to and encouraging online reviews and guest feedback.

The seminar covers the following:

1. What is online reputation management?

2. Why manage your online reputation?

3. Time-saving tools for monitoring and measuring

4. Discussing feedback and resolving issues internally

5. How to respond to reviews and feedback

6. How to encourage customers to spread the word

With examples and success stories from the travel industry.


Craig’s dual careers as a hotel manager and mystery novelist couldn’t be more different, and yet they’ve overlap in many unexpected ways. Surprisingly, it’s the storytelling skills he developed as a writer that have helped him most as a hotelier.

Hoteliers are traditionally great storytellers, and social media provides unprecedented platforms and audiences for sharing them. Yet much of the content produced by hotels is similar, and is often trite and uninspiring.

In this seminar Craig discusses how to use storytelling principles to strengthen your brand and generate compelling social media content that captures the attention of travelers and converts them into guests. Topics include where to source content, how to present content for maximum impact, and how to encourage the most compelling storytellers of all: your guests.


Social media has yet to prove itself as a significant revenue generator, and yet its influence on traveler decisions is undeniable. And it’s not just individual travelers; increasingly, group organizers, event planners and corporate travel managers are consulting review sites and social networks when making decisions.

In this session Craig discusses how to take advantage of this trend by using sites like LinkedIn, Facebook and Twitter as a sales tool to research and prospect, qualify leads, network with clients, prospects and influencers, and strengthen relationships. Topics include social media etiquette, work habits and prioritization.

Mike Walsh

Leading Futurist

Jeremy Woolf

Senior Vice President, Global Social Media Practice Lead at Text 100

Martin Roll

Asian Brand Strategy