Fraser grew up in the family hotel on the famous whisky producing Isle of Islay, Scotland. He has since lived his most of his life in the world of hotels – from dishwasher to developer with real “hands on” experience internationally in UK, Asia, South Africa, Botswana, Kenya & USA.
Whether it is the creation of his own hotels, the set up of a safari camp “hotel”, or the rebirth of a 660-room skyscraper, he has delivered. His style in business is contrarian by nature, and hence, innovative by design! He works on the leading edge of the business.
In 2009, Fraser was part of the consultant team that created the brand standard for Virgin Hotels – soon to be launched and much anticipated by the industry. Historically, Fraser builds brands from the inside out – that is from concept to design to operations to musical ambience.
His passion is the enhancement of the guest experience beyond the obvious! Does the hotel have a sense of place? Is it fun? Do the systems serve the guest of the owners? What memories are created? Is the promise of the hotel delivered?
In 2000 Fraser designed & opened Ballantines Original – the first mid-century modern boutique hotel in Palm Springs. A second one – Ballantines Movie Colony opened the next year. There were no hotels of this style/finesse in Palm Springs – only tired Spanish! The press coverage speaks for itself, albeit there were only 30 rooms, which became the secret haven for the LA hipsters and Hollywood set, such as Quentin Tarantino. The property values multiplied 400% because of the creation of this unique hotel element. Most of all, everyone had fun!
The other brands in which he provides top class consultancy services are:
- Shangri-La Hotels, Hong Kong
- Marco Pierre White Inns, UK
- Protea Hotels, South Africa
- Halcyon Hotels, UK
- The Carnegie Club – Skibo Castle, UK
- Gleneagles Hotel, UK
- Taj, Jordan
- Johannesburg Sun
Two years ago, Fraser also started his own furniture manufacture company, Archipelago. He saw the need for better design for hotels both in look and structure – and the chance to make an impact with recycled wood and metal – as well as making a profit – with Scottish entrepreneurial hard work!
His passions are being a Father, the business of brands and adventure racing in exotic locations – especially Africa!