Daniel Edward Craig started his career aspirations as an aspiring writer.  After starting his studies in international relations, he realized that he wanted a change and began working at the Delta Chelsea Hotel in Toronto. Hearing Mr. Craig’s wide variety of career moves inspired only by his aspirations at the time motivated me. Furthermore, his career progression attitude seemed to encapsulate the message do what you thing is best for you, not what society demands of you. Mr. Craig spoke about three relationships within the hotel industry and his experience which grabbed my attention

  • The effect of University on critical thinking
  • Lifestyle concierge and demographic segmentation
  • Online reputation – personal and corporate


As one progresses through their post-secondary education, it becomes ever more obvious that university is designed to offer more than an education, but also perspective on life. Mr. Craig, in his presentation, illustrated the difference of a hotel employee who has a university background to one who does not. I was interested in how differently he spoke about the thinking patterns of university grads. Bill Lewis, General Manager and previous speaker, spoke about a utilizing a fine balance between university grads and experienced workers (personal communication, October 28, 2009). This fine balance is essential in maintaining an efficient and effective work culture. Critical thinking has become the cornerstone in resourceful problem solving suggests D. Craig (personal communication, November 18, 2009). In university one is forced to think about a problem from multiple angles or approaches; this skill otherwise known as creative thinking, illustrates the importance and demand for a university graduate in the hotel industry.

Lifestyle concierge

With occupancy rates for 2009 sitting at 55.2% (Hospitality net, 2009), it is paramount to be creative with hotel marketing strategies.  “Lifestyle concierge” (D. Craig, personal communication, November 18, 2009) is a fascinating example of this. Opus Hotel development team, created five different types of room; the decor spectrum, different in each room, was profiled on five fictional characters. Each character was created to illustrate the different physiographic s associated with Opus’ target market. This form of interior room development is extraordinary, yet simplistic. This is a very intuitive method of type casting each guest’s personality to their ideal room. From this template, Daniel Craig developed an marketing phenomenon.  The lifestyle concierge program segments guests into 5 sub-demographics, all of which focus on the young and affluent business person. For Opus Hotel’s opening night they casted models to represent each character, this astoundingly simple, yet dynamic marketing strategy was felt throughout Vancouver B.C. This amazing method of creative advertising is so effective Vancouverites still speak about it (D.Craig, personal communication, November 12, 2009). It assisted in developing Opus Hotel’s brand; “Uniquely stylish and always fresh” (Opus Hotel, 2009). Opus Hotel does not maintain a specific concierge, the responsibility is shared by all front of house staff. The lifestyle concierge offers a more convenient method for Opus Hotel to reach its guests. D. Craig continues by stating that The Lifestyle concierge program was so well received, other hotels use it to assist their concierge segment guests (Personal communication, November 18, 2009). Lifestyle concierge is effective yet stunningly simple. In my opinion Daniel Craig and Opus Hotel build a unique and fresh brand image. This image will assist management to optimize occupancy and maintain healthy revenue management percentages.

Online Reputation

The evolving inter-connectivity which is the internet “has enabled individuals to make their personal thoughts and opinions accessible to the global community of Internet users” (Dellarocas, 2002). The business and consumer world is becoming more aware of the reach the internet has. The internet has a way of bringing out the best and worst of people, and companies. Daniel Edward Craig is another industry professional who speaks about the importance of social media awareness. It is fascinating to observe the companies that are finally paying attention to social media and its effect on brand reputation management. Hotels, as D. Craig made reference to, need to skim travel sites and use this medium as a two way communication channel (personal communication, November 18, 2009). Since customers prefer to rate hotels online, it is important that hotels make the effort to provide an intelligent, grammatically correct rebuttal. A comment thanking them for their feedback, or assuring the problem will not occur again, is all that is needed. It is fascinating how simple a concept this is; the difficulty lies within how to delegate this opportunity. A specific position(s) within the hotel are mandatory to assure adequate customer feedback coverage for the hotel brand. For the past few years, individual people have become more attune to monitoring their personal social media reputation. To project a positive and media aware brand image, the company must adapt to its customers and monitor its online reputation.


Dellarocas. C. (2002). The Digitalization of Word-of-Mouth: Promise and Challenges of Online Reputation Mechanisms. Retrieved from Massachusetts Institute of Technology, Sloan School of Management Web site: http://ccs.mit.edu/dell/digitization%20of%20word-of-mouth.pdf

Hospitality Net. (2009). PricewaterhouseCoopers U.S. Lodging Industry Update Forecasts Beginning of Lodging Demand Recovery in 2010. Retrieved November 19, 2009, from Hospitality Net database.

The Opus Hotel Vancouver is a website dedicated to the promotion of the Opus Hotel brand (http://www.opushotel.com/vancouver.html).