Summer 2001 - Concierges in luxury hotels are becoming unofficial marketeers
responsible for hundreds of thousands of pounds of repeat business.
Over three-quarters of hotel guests take advantage of the expertise
offered by the concierge - most frequently to obtain tickets for events
or to make last-minute dinner reservations.
These are the findings of a Small Luxury Hotels survey of 50 hoteliers
in capital and other leading cities around the world.
Examples of unusual requests for the 'can-do concierge' include planning
a guaranteed 'yes' to a marriage proposal; finding a suitable house as
a gift for a guest's son, organising an entire wedding; and providing a
personal pet lamb for the duration of a client's six-night stay. In many
luxury hotels the unofficial motto is 'never say no' to any guest request...
Taking as an example from The Mansion Hotel at Werribee Park, Victoria,
Australia, 'The concierge makes a vital contribution towards earning repeat
business, building customer loyalty, and generating positive recommendations.'
An important new trend is for the concierge to help regular guests
when in town, even if not currently staying at the hotel. This can reinforce
guest loyalty, encourage repeat bookings - and is all a question of trust!
BUSY BUSY! - CONCIERGES IN DEMAND
Over three-quarters of SLH guests take advantage of the expertise and
advice offered by a concierge and his team - with around 30% of requests
fitting into a category requiring an 'extra-special' service.
Among a day's typical requests for the 'can-do' concierge (in order
of frequency)
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Obtain last-minute tickets for sporting or cultural events
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Get dinner reservations in famous or popular restaurants at short notice
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Co-ordinate romantic 'happenings', from the purchase of jewellery to the
stage management of a hot bubble bath with candles, Champagne and strawberries
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Arrange for gifts to be bought for a partner - flowers, chocolates, and
particularly sexy lingerie..
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Make travel arrangements
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Plan surprise occasions, e.g. birthday parties
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Organise recreational activities, such as a round of golf, game of tennis,
entry to a gymnasium etc.
HOLD YOUR NOSE.. SOME UNUSUAL REQUESTS
'Our concierge was recently asked by a desperate-looking gentleman
for assistance in changing his baby's nappy. Unperturbed, he obliged.'
The Hibernian Hotel, Dublin, Ireland
'The concierge was asked by a guest to find a shop which sold frog
skin leather... and also to recommend a restaurant which served Boeuf Bourguignon
in August in Paris.'
Saint James, Paris, France
'... From guests who want to make romantic gestures - including a Champagne
cruise with catering from a five-star restaurant and a private skipper...'
The Kirketon, Sydney, Australia
'On several occasions the concierge has been
asked by gentleman guests to contrive an introduction to ladies they have
been too shy to approach.
'Hotel de Vendome, Paris, France
'A British guest getting married at the hotel requested a barber in
his bedroom for a shave just before his wedding.'
The Lighthouse, Galle, Sri Lanka
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Hotel de Vendome
1 Place Vendome
Paris, France
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'The concierge was asked to help locate the burial place of an ancestor
of a guest from England who died in Melbourne 50 years previously. Working
with only a name, a rough idea of the date and death, and a lot of perseverance
and initiative, he managed to identify the correct cemetery.'
The Windsor, Melbourne, Australia
'Arranging for an aircraft to fly above the resort with a personal message.
Also to hold back a commercial flight because a guest was caught in a traffic
jam.'
Banyan Tree, Phuket, Thailand
'Arranging for an urgent message to be given to a guest who had earlier
left the hotel, actually boarded the aircraft - and was waiting to take
off..'
The Athenaeum, London, UK
CAN YOU REPEAT THAT, PLEASE? - THE ALL-BUT-IMPOSSIBLE
/ 'ARE YOU SURE?' - THE TRULY BIZARRE
A guest told the concierge: 'Please change the music room in my suite
to a gym, and please make sure you move the grand piano.'
A conference co-ordinator asked for help in creating an 'arrival with
impact'. Within two hours she was riding into the function room on a Harley
Davidson motorbike as dry ice billowed around her.'
The George, Christchurch, New Zealand
To advise on, and arrange, a marriage proposal with a guaranteed 'yes'
response. The couple were flown to an inaccessible mountain lake at 6000',
and left with a radio-telephone and appropriate Champagne - the lady was
overwhelmed ...
Blanket Bay, Otago, New Zealand
The front desk was asked to assist in replacing a passport the evening
before a guest's departure first thing the next morning.'
The Inn of the Anasazi, Santa Fe, New Mexico
The concierge was asked to arrange a tee time for the same day for
a guest to play a round on the championship Pebble Beach golf course.
Bernardus Lodge, California, USA
A request to arrange for a group of Australian rugby fans to land by
helicopter in the middle of the Westpac Trust Stadium just before kick-off
of a cup match between Australia and New Zealand.
The concierge was asked by a guest to arrange a 'personal' pet lamb
for the duration of a six-night stay.
We received a call from guests who had stayed at the hotel six months
earlier to ask us to send flowers to some friends in New Zealand whose
horse was sick.
Wharekauhau Country Estate, Featherston, New Zealand
The guest who wanted to arrange a guided walking tour of The Giants
Causeway from Northern Ireland to Scotland....
A request for emu eggs for breakfast.
The McCausland Hotel, Belfast, UK
Being asked to obtain a 'life or death' medication without a prescription..
The Windsor, Melbourne, Australia
Being asked by guests to arrange body piercings, and to design and organise
tattoos. Also the concierge being invited to organise an entire wedding..
The bridal party, Justice of the Peace, and even giving away the bride!
The Kirketon, Sydney, Australia
The concierge was asked to find a townhouse, within a week, for a Chicago
guest to give to his son as a present. He also received a request
to find a specialist doctor to examine a famous singer who had lost his
voice while performing at Jones Hall.
The Lancaster Hotel, Texas, USA
BETWEEN OURSELVES - THE CONCIERGE AS CONFIDANTE
The concierge and reservations manager were asked to be witnesses at
a 'shotgun' wedding in one of the hotel suites. The couple telephoned to
organise the event at 1pm, arrived at 3pm, and had left the hotel a married
couple by 5pm.
The Mansion Hotel at Werribee Park, Victoria, Australia
Although many guests are of a personal nature, and therefore require
discretion, among the most unusual was when the concierge was asked by
a lady to 'please tell my husband that he is to be a father.'
Blanket Bay, Otago, New Zealand
After an argument between partners.. When the
concierge is asked to act as an intermediary, and provide anything from
sexy lingerie or a special tie that will serve to 'make up' between the
two.
The McCausland Hotel, Belfast, UK
The lady guest who had a newborn, and had to leave for business ...
the concierge organised delivery of the |
The McCausland Hotel
34-38 Victoria Street
Belfast, Northern Ireland
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mother's milk to the new location ...
The Lancaster Hotel, Houston, USA
Guests seeking reassurance from the concierge that their surprise gifts
for loved ones will do the trick and impress.
Wharekauhau Country Estate, Featherston, New Zealand
The concierge was asked to be the best man for a couple to be married
when at the last moment the original best man could not travel.
The Hibernian Hotel, Dublin, Ireland
A LASTING RELATIONSHIP
Guests e-mail and ring us all the time to ask for assistance in planning
itineraries and for information about restaurants. The concierge service
has resulted in the hotel developing a great rapport with guests.
The Kirketon, Sydney, Australia
Guests have even invited the concierge to visit their home.
The Hibernian Hotel, Dublin, Ireland
The concierge builds lasting relationships with guests, and continues
to communicate with them even after departure. Our team has its own dedicated
e-mail address precisely for this personalised service: [email protected]
The George, Christchurch, New Zealand
THE UNOFFICIAL MARKETEER
An effective concierge will set the tone and polished style of service
that others in the team will follow. It really set a hotel apart from the
rest.
The Lancaster, Texas, USA
The greatest benefit we get from our concierge staff from a marketing
standpoint is through the subtle encouragement of repeat visits.
The Inn of the Anasazi, Santa Fe, New Mexico
The concierge is the first and last point of contact for a guest staying
in the hotel. He can present the right image and a lasting impression of
the hotel.'
McCausland Hotel, Belfast, UK
The concierge plays an invaluable part in ensuring that guests' experiences
are outstanding.
The George, Christchurch, New Zealand
He is invaluable in guest relations.
Monmouth Plantation Mississippi, USA
He makes a vital contribution towards earning repeat business, building
customer loyalty, and generating positive recommendations.
The Mansion at Werribee Park, Victoria, Australia
The knowledge, which the concierge team has of the city -theatre, museums,
restaurants etc. -, makes an indispensable contribution to the quality
of the guest's stay.
Saint James, Paris, France
Guests will often tell the concierge what the hotel ought to be offering
as a facility or service, but isn't.
The Pillars, New River Sound, USA
Our concierge has even been asked to join guests on their New Zealand
holiday.
The George, Christchurch, New Zealand
Small Luxury Hotels of the World comprises 280 hotels worldwide.
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