I can see dignified concierges everywhere clutching their golden keys and gasping in indignation at the title of this post. But hear me out.
Technology has placed a world of resources at the fingertips of travelers. Mobile applications allow us to walk out of our hotel, point our phone into the street, and find local restaurants and entertainment, peruse reviews, consult maps and make reservations. In a PhoCusWright survey last year, 67% of travelers reported having used a mobile device to find local services. Almost daily, hotels and travel companies are releasing mobile apps and mobile-compatible websites packed with information normally dispensed by the capable hotel concierge.
Where does that leave the concierge? Parking cars? Slinging drinks in the lounge?
Let’s hope not. As a traveler, I love having the services of a concierge. But I’ve noticed an alarming trend of late: the empty concierge desk. During the economic downturn, hotel managers were forced to find ways to cut costs, and many set their sights on the concierge. There he sat, primly at his desk, occupying prime lobby real estate and yet taking in no revenue. Compared to the back-breaking work of housekeeping and the frenetic work of the kitchen, the role of the concierge seemed a bit frivolous in such lean times. Out came the schedule, and concierge hours were slashed. In some hotels, a permanent “Off Duty” sign was placed on the desk.
Did service levels nosedive? Did guests post scathing reviews on TripAdvisor because they couldn’t get front row seats to Hairspray? Perhaps. But many travelers simply turned to our mobile phones. There we found a portable, pocket-sized concierge who never recommends restaurants we can’t afford or purses his lips when asked for directions to the nearest Taco Bell.
Can a service that is so often unavailable be considered essential? I find that the more urgently I need a concierge, the higher the likelihood her desk will be empty. Concierges operate under mysterious hours, seeming to open and close at random, like shops in Spain at siesta time. They’re always out running errands for needier guests; at the post office mailing a left-behind artificial limb; conducting cultural tours of Chinatown; shopping for that perfect ascot to match a guest’s leopard-skin jumpsuit. If she is at her desk, she’s busy reorganizing round-the-world itineraries for a guest with a heavy foreign accent and his entourage of eighteen.
This obliges us to go to the front desk for assistance. Here the simplest questions, such as “Where is the nearest drugstore?” and “What street are we on?” can be met with blank stares. That’s because hotels recruit front desk staff from distant suburbs and lock them up during breaks. Or so goes my theory. Have you ever asked an agent who looks like she’s spent all of her fourteen years in a convent about the local club scene? Or a bellman who looks like he moonlights at a biker bar where to go antiquing? It’s no wonder we turn to our phones.
In this era of death-match bargain-hunting, when travelers will book a hotel blind and forgo even the most basic of services if it means getting a deal, is a concierge with intimate knowledge of the finest restaurants in the city really that essential? Aren’t these travelers dining at Applebee’s? And yet some travelers are utterly dependent on the concierge; upon arriving at a hotel, they become incapable of performing even the simplest of tasks, like confirming a flight or placing a stamp on an envelope. These people aren’t likely to turn to their mobile phones for help.
Some hotels have replaced concierges with touch-screen kiosks. That might work at airports, but hotel employees are still relatively pleasant to travelers – we like dealing with them. At a time when online travel agencies and price wars have virtually commoditized hotels, concierge services are a way for a hotel to distinguish itself. More than any employee, the concierge can turn a ho-hum stay into an unforgettable experience. In the age of social media, that can have a direct impact on guest reviews and business.
Can a hotel that doesn’t offer concierge services call itself luxury – or even upscale? The Four Seasons’ Isadore Sharp describes the concierge as “a combination of personal secretary, aide-de-camp, tour guide, travel agent, social director, best friend and flat-out miracle worker.” No wonder concierges are never at their desk. They’re out building orphanages. As a front desk agent, I used to have to cover the concierge desk during breaks. My typical reaction to guest requests was, “You want me to do what??” I was always relieved when the concierge returned. “Of course, sir,” she would say, with astonishing composure, “I’d be delighted to organize your daughter’s wedding.”
Not everyone has a smart phone, nor is willing to use it. I love my iPhone, but the volume of information it dispenses can be overwhelming. Sometimes I simply want to be told where to go and pointed in that direction. And so far my iPhone hasn’t volunteered to call up the owner of a sold-out restaurant to secure a table, like my concierge in Barcelona did. As smart as our phones are, they simply can’t replace the personal contacts and insider knowledge of the seasoned concierge.
The concierge will stay modern and relevant by embracing newly available tools. Concierge software enables hotels to create mini-Yelp systems exclusively for clientele. Mobile apps and websites offer reviews and imagery to supplement the concierge’s advice. Some hotels, like Intercontinental, have begun to equip concierges with iPads to assist with directions, advice and reservations.
By harnessing modern technology to enhance personalized service, the concierge will continue to play an integral role in the upscale hotel experience. And that’s great news for travelers. Let’s hope we see them back at their desks soon – and not up in rooms making beds.
At OPUS, we have a unique approach to concierge services. Rather than have a dedicated concierge, we use local knowledge as a criterion for hiring, and train all guest services staff to provide concierge services, which enables us to provide these services 24/7. We also offer our one-of-a-kind Lifestyle Concierge in Vancouver and Montreal, with recommendations tailored to match each guest’s unique personality and tastes.
What do you think about the future of the hotel concierge? Post your comments here. For more perspectives, check out the debate in the comments section of my personal blog.
Dear Daniel,
I like this post and agree that smart phones can never replace human interactio in hotels. Even if there exist hotels without andy staff nowadays, I personally do not think that front line staff will ever disappear completely in hotels. On the contrary, I strongly believe that hotels need to increase the number of people with quality guest contact.
I particularly like how you deal with the “concierge issue” in your hotels by hiring people with local knowledge. I am sure that people who are genuinely passionate about their city have the natural ability to recommend the right things to their guests in an authentic way – and so make their stay both personal and memorable.
Which methods are you using to hire the right front line staff? Do you have a special interview technique or special “places” where you look for people with local knowledge? Do you still check their “technical” skills such as working with Opera etc. or is your way to teach them those little things while benefitting from their personality?
I would love to learn more about this.
Thank you and greetings from Germany,
Gaby
Dear Daniel,
I like this post and agree that smart phones can never replace human interactio in hotels. Even if there exist hotels without andy staff nowadays, I personally do not think that front line staff will ever disappear completely in hotels. On the contrary, I strongly believe that hotels need to increase the number of people with quality guest contact.
I particularly like how you deal with the “concierge issue” in your hotels by hiring people with local knowledge. I am sure that people who are genuinely passionate about their city have the natural ability to recommend the right things to their guests in an authentic way – and so make their stay both personal and memorable.
Which methods are you using to hire the right front line staff? Do you have a special interview technique or special “places” where you look for people with local knowledge? Do you still check their “technical” skills such as working with Opera etc. or is your way to teach them those little things while benefitting from their personality?
I would love to learn more about this.
Thank you and greetings from Germany,
Gaby
A hotel concierge position requires a passion for and an understanding of travel and the travel industry. While a degree in hospitality or other related field is often preferred and sometimes required, an in-depth knowledge of the hotel’s local area is essential. The concierge position is often demanding and fast-paced, requiring excellent time management and problem-solving skills. On a daily basis the concierge will interact with guests from varied backgrounds and walks of life, and therefore an amicable hotel conciergepersonality is a must for a successful concierge–fluency in one or more foreign languages is also a plus. yeah!!! to me to a certain extent seems to be dropping down:::::
A hotel concierge position requires a passion for and an understanding of travel and the travel industry. While a degree in hospitality or other related field is often preferred and sometimes required, an in-depth knowledge of the hotel’s local area is essential. The concierge position is often demanding and fast-paced, requiring excellent time management and problem-solving skills. On a daily basis the concierge will interact with guests from varied backgrounds and walks of life, and therefore an amicable hotel conciergepersonality is a must for a successful concierge–fluency in one or more foreign languages is also a plus. yeah!!! to me to a certain extent seems to be dropping down:::::
It’s really great post. I would like to appreciate your work and would like to tell to my friends.
Thanks for sharing
It’s really great post. I would like to appreciate your work and would like to tell to my friends.
Thanks for sharing
Hi Daniel
This was a very interesting topic. I LOVE it when a hotel has a concierge on staff, because even though I am an internet geek that likes to plan a trip totally online, when I get to a destination I like to rely on local expertise for food, shopping and to validate the choices I gathered online. But while the internet is a fascinating way to plan a trip, the amount of information is often overwhelming and can be outdated.
The concierge is my link to the local scene, but they’re sometimes not available when I need them, so your approach of choosing staff with local knowledge is perfect even for hotels that still offer concierge services.
As a b&b owner/manager we fill the roll of a concierge in all respects and many guests tell us that is one of the reasons they choose small inns like us. If hotels give up these services in time they may give up guests as well. There is no replacement for personal attention. We all like to be treated special.
Thanks to all for your comments. It seems travelers aren’t yet prepared to sacrifice hotel concierge services for mobile phone apps, and that’s a good thing.
Hi Daniel
This was a very interesting topic. I LOVE it when a hotel has a concierge on staff, because even though I am an internet geek that likes to plan a trip totally online, when I get to a destination I like to rely on local expertise for food, shopping and to validate the choices I gathered online. But while the internet is a fascinating way to plan a trip, the amount of information is often overwhelming and can be outdated.
The concierge is my link to the local scene, but they’re sometimes not available when I need them, so your approach of choosing staff with local knowledge is perfect even for hotels that still offer concierge services.
As a b&b owner/manager we fill the roll of a concierge in all respects and many guests tell us that is one of the reasons they choose small inns like us. If hotels give up these services in time they may give up guests as well. There is no replacement for personal attention. We all like to be treated special.
Thanks to all for your comments. It seems travelers aren’t yet prepared to sacrifice hotel concierge services for mobile phone apps, and that’s a good thing.
I definitely see the need of a concierge. Have hotels ever considered a fee based concierge where guests pay for services?
I definitely see the need of a concierge. Have hotels ever considered a fee based concierge where guests pay for services?
I hope there is a concierge/knowledgeable staff, I just booked haha. I have been in everything from motel 6 to a 6 star motel. Both places had a bathroom and a bed. The service is what separates the two. Motel 6 can remodel and get new linen in a week. They can not get great people that give great service in a week.
I agree with Sarah. Random out of towner reviews < concierge. Yes that was my 1337 speak. I am a tech nerd but wont discount the on the scene knowledge vs information on the internet.
I hope there is a concierge/knowledgeable staff, I just booked haha. I have been in everything from motel 6 to a 6 star motel. Both places had a bathroom and a bed. The service is what separates the two. Motel 6 can remodel and get new linen in a week. They can not get great people that give great service in a week.
I agree with Sarah. Random out of towner reviews < concierge. Yes that was my 1337 speak. I am a tech nerd but wont discount the on the scene knowledge vs information on the internet.
First, great blog!
As mentioned in the comments the human interaction is very important for guest which makes the Concierge one of the most important sections in a luxury hotel. Funny enough mentioning of guest using mobile phones to find their next destination, however, I found more guests first using their iPhone to find where they want to go but still going to the Concierge to check, is this really a nice place? Or what do you recommend for us? Hey travelers are different as well, they would either ask or just go for it. But recommendations are always sought after at the Concierge.
Thanks a lot!
Front Office Manager – Shanghai
First, great blog!
As mentioned in the comments the human interaction is very important for guest which makes the Concierge one of the most important sections in a luxury hotel. Funny enough mentioning of guest using mobile phones to find their next destination, however, I found more guests first using their iPhone to find where they want to go but still going to the Concierge to check, is this really a nice place? Or what do you recommend for us? Hey travelers are different as well, they would either ask or just go for it. But recommendations are always sought after at the Concierge.
Thanks a lot!
Front Office Manager – Shanghai
Spoken like the true “new youth!” I’ll bet you don’t write hand written thank you notes, either! Class begets class! A concierge will always be a key player in the eyes of the well-heeled traveler!
Spoken like the true “new youth!” I’ll bet you don’t write hand written thank you notes, either! Class begets class! A concierge will always be a key player in the eyes of the well-heeled traveler!