Craft Hospitality Group is actively supporting three major international hospitality projects, including Marriott Hotel Al Jaddaf in Dubai, Falkensteiner Resort Punta Skala in Croatia, and Conrad Seoul in South Korea. Craft Hospitality’s integrated approach to food and beverage consultancy, combining concept development, commercial positioning, brand strategy, storytelling, and operational considerations, aims to inspire confidence in creating relevant and sustainable dining destinations across the world.
“Recently we have had the opportunity to work with truly great owners and operators spanning Europe, the Middle East and through to South Korea on a wide range of projects. Falkensteiner Hotels, for example, was not only undertaking a full F&B masterplan for their existing 5-star hotel in Punta Skala, but also exploring the possibility of bringing and developing the first internationally branded Beach club to Croatia. Watch this space,” says co-founder Duncan Fraser-Smith.
At Marriott Hotel Al Jaddaf, Craft Hospitality is repositioning one existing outlet while reconceptualizing another, clarifying each venue’s role within the hotel to ensure relevance and operational viability for both guests and the local market.
For Falkensteiner Resort Punta Skala, Craft Hospitality has crafted a comprehensive F&B master plan, strategically positioned its dining options, and launched Croatia’s first branded beach club to attract both resort guests and external visitors.
At Conrad Seoul, the consultancy is undertaking a rebranding and storytelling project that will bring two venues together under one cohesive brand umbrella. While sharing an identity, each venue will be positioned to serve a distinct purpose, audience, and occasion, allowing it to remain individually relevant while benefiting from a stronger overall narrative.
Together, the projects demonstrate the importance of approaching hotel food and beverage as a considered ecosystem rather than a collection of unrelated outlets. Each concept must have a clear reason to exist, a defined audience, and a role within the wider guest journey. From repositioning individual outlets to creating complete resort-wide master plans, Craft Hospitality works with owners and operators to translate commercial ambition into distinctive, relevant, and operationally grounded hospitality concepts.
