Duncan Fraser-Smith is a highly respected and dynamic hospitality innovator with over 30 years of success in key management and creative roles across the Middle East, Asia, Europe, and Australia. As Co-Founder and CEO of CRAFT Hospitality Group based in Dubai, Duncan leads a collaborative global collective of hospitality, retail, and consumer brand experts. The group curates, supports, and operates client-driven projects that transform visionary concepts from the boardroom into authentic, high-performing ventures.
Duncan’s expertise spans strategic thinking, creative design, operational delivery, brand development, culinary curation, project management, architecture, and interior design. His revolutionary “business ready” approach employs AI-driven market intelligence, innovative design, and robust operational management to create venues that ensure relevance, authenticity, and consistency. Through CRAFT’s ‘Revitalife’ program, Duncan helps owners unlock the true potential and profitability of non-performing assets with minimal risk.
A renowned thought leader, Duncan authored CREATE TO PLATE, sharing powerful insights and strategies for developing hospitality concepts infused with “soul” — balancing creativity and commercial success. His approach guides clients through the “12 key areas” that take a hospitality idea from vision to a thriving reality.
Duncan’s entrepreneurial spirit has been instrumental in launching some of the Middle East’s most dynamic food and beverage projects. Highlights include bringing Michelin-starred chefs Jason Atherton and Greg Malouf to Dubai, leading the launch of CLE Restaurant & Bar, executing Dubai’s landmark hospitality openings, and creating MasterChef, the TV Experience — the world’s first restaurant concept inspired by the global television sensation.
With prior leadership roles at Hyatt, IHG, Fairmont/Raffles, and experience founding The Cutting Edge Hospitality Agency, Duncan has crafted more than 250 successful hospitality concepts internationally. His expertise includes brand development, stakeholder engagement, marketing strategy, and mentoring. He is a keynote speaker, panelist, moderator, and contributing writer for major industry events and publications, widely regarded as one of the leading influencers in the Middle East’s Food & Beverage industry.
