Shane Cragun, SweetmanCragun Founder/Managing Partner   Email       LinkedIn
Richard Lewis

Richard Lewis


Richard is a Partner at SweetmanCragun Group. He has been CEO and Managing Director of some of the world’s leading hospitality brands. He has over 30 years’ experience in travel and service-oriented companies. His expertise includes creating organizational success, formulating effective strategic plans and implementing initiatives that meet board and internal and external stakeholder objectives and purpose. 

He has a deep understanding of Digital Transformation and Disruptive Innovation after helping to pioneer changing travel booking patterns with WorldRes in the late 1990s, launching Clickworker’s Crowdsourcing platform in the UK in 2010 and has been the Travel and Tourism Consultant for what3words, a game-changing universal multi-lingual addressing system, since 2016.

He is an inclusive leader who strongly believes in hiring great people with brilliant attitude, inspiring and motivating them and allowing them space and time to achieve outstanding success.

Richard is an outstanding communicator capable of resolving varied and complex challenges. Within his peer group, he is renowned for being an innovator who brings new thinking to the table. He is a progressive marketer with a wide and diverse commercial background.

During his time in the advertising world in Dubai and London, Richard’s clients included: General Motors, Xerox, Eveready, Lipton, Black & Decker, Emirates Petroleum, BP, Masafi, and Marlboro Leisure Wear.  

Richard has contributed to a number of publications over the years and has been an adviser to multiple start-ups in the U.K. and beyond. In addition, he has spent 16 years working in international markets including 12 in the U.A.E. 

Richard is a Fellow of The Institute of Hospitality. In his spare time, Richard also invented a word game that was successfully launched as ‘Boggle Master’ by Hasbro.

Select Keynotes and Presentations

  • London, England, Barclays Bank

  • Madrid, Kenya, Seychelles, Cairo, United Nations World Tourism Organisation (UNWTO)

  • Oslo, London, HSMAI

  • Lausanne, Switzerland, Eurhotec

  • Berlin, German, ITB

  • London, England, World Travel Market

  • Barcelona, Spain, ICSC

  • London, Amsterdam, Copenhagen, Dubai, Eye for Travel

  • Monaco, International Hotel Conference 

  • Cannes, France, ILTM 

  • London, England, HEDNA

  • Berlin, Dubai, eTravel

  • Dubai, UAE, Tourism Innovation and Transformation

  • University of Wales

  • Ras al Khaimah, AHIC

  • London, England, REVO

  • Speakers for Schools (Charity providing ‘inspirational talks’ to state schools)

Work History

  • VP, Hotel Distribution, CNN International, Turner Broadcasting, UK

  • CEO, Whisper Hotels, UK

  • CEO, Landmark Hotels, Dubai

  • CEO, Best Western Hotels, GB

  • CEO, Beacon Purchasing

  • CEO, JA Resorts and Hotels, 

  • COO, WorldRes, EMEA

  • Managing Director, Preferred Hotel Group, EMEA

  • Founder, Third Wave Tourism

  • Founder, WordPlay TV