In hospitality, lessons often arrive in unexpected ways. For Craig Strickler, President of Valor Hospitality Americas, it began not in a luxury hotel, but behind the counter at a Taco Bell at age 16, a role Craig was happy to leave behind!
“My first job was as a cook and dishwasher at Taco Bell, and I hated it! But even there, I learned something fundamental: servant leadership. No matter who you’re serving, your job is to care for them.”
That principle, serving others with intention and respect, has become the backbone of Craig’s approach to leadership and hospitality.
Over the years, every workplace has left its mark, shaping how Craig leads today. While most of his career has been in the US, a notable international chapter came as Front Office Manager at the Hyatt Regency in Grand Cayman.
Yet it’s a culture far from home that left the deepest impression. “The culture and community of South Africa has, by far, left the biggest mark on me. The sense of community there changes how you think about leadership. It’s not about telling people what to do; it’s about connecting, contributing and caring for one another.”
This ethos naturally aligns with Valor’s ‘Whole World of Local’ philosophy. For Craig, it’s about taking the best (and sometimes the worst) of each location and translating it into a hospitality experience that is unmistakably specific.
“Every guest should know exactly where they are in the world when they walk through our doors. That’s what makes a place feel authentic.”
At Valor, this translates into genuine connection: from carefully chosen products to meaningful community engagement, every interaction reflects care for both people and place.
Even with global experience, there are cities Craig will never tire of returning to. Cape Town tops the list. And for Craig, what truly makes a place feel local isn’t the design or the décor; it’s the people.
“It’s those small gestures that count. Someone treating you as if they’ve known you for years, even on your very first meeting, makes a place unforgettable.”
Memorable moments in hospitality stick for the same reason. One that stands out: a front desk clerk once went out of her way on Christmas Eve to ensure a guest could enjoy eggs with his family, calling her mother to bring some in after all the stores had closed.
And even before interactions begin, the first impression is instinctive: “The first thing I notice when walking into a hotel is a smile. It tells you everything you need to know.”
After years in the industry, Craig can sum up hospitality in one word: caring. The best advice he’s ever received from Valor’s CEO and Co-Founder, Euan, echoes this perfectly: “Make them feel better after having met you than they didbefore.”
Beyond strategy, standards or scale, it’s human connection that defines hospitality atValor. And For Craig, three words that feel like Valor: Caring. Real.Passionate.
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