Hotel Online  Special Report

LaPlaya Beach & Golf Resort Installs The Concierge
Assistant Software, Redefines Service Standard
for New Elite Club and 5-Star Guests
Software Lets Staff Track Luggage, Schedule
Activities on the Fly for Five-Star guests

May 25, 2005 - LaPlaya Beach & Golf Resort, operated by Noble House Hotels, is a shining jewel on the white-sand beach of Naples, Florida.  The former mid-scale beach-front hotel recently emerged from a complete $54M makeover as much more than a hotel.  In addition to beautiful new resort facilities, the transformed LaPlaya now offers an exclusive 654-member club with its own private golf course, the elegant SpaTerre spa fitness center, and is attracting a new class of clientele accustomed to five star service. 

LaPlaya’s managing director, Scott Shoenberger, said, “LaPlaya has gone through a complete facility renovation and lifestyle upgrade.  We escalated from a three-star family property to an exclusive four-to-five star resort with private luxury club and golf course.  Our resort guests and club members have access to a world-class destination here and they expect the highest level of service and personalized attention during their stay.  Guest recognition and knowledge of client preferences have become essential to our new quality standards.”   To help its staff deliver first class service to its guests and members, LaPlaya installed the widely respected The Concierge Assistant Windows-based concierge software from Gold Key Solutions, throughout the property. 

“We wanted a system that would elevate our service by maintaining detailed profiles of each member and guest and track their activities and preferences on property and off,” said Shoenberger.  “We also wanted to give our staff a way to communicate guest needs throughout the resort. The Concierge Assistant software creates a profile with complete contact information and activity history for each guest, including the ability to display a digital photo to allow instant recognition.  The guest profile shows our staff when guests have stayed here before, if they prefer spa or golf, what restaurants they frequent and many other facts that let us serve clients more professionally.”

Groups are a large part of LaPlaya’s business, and the property hosts many high-end corporate retreats, company gatherings and member-sponsored functions.  “We are finding that many planners want a luxury venue for their company meetings,” said LaPlaya’s Scott Shoenberger.  “With members hosting meetings the property is often filled and we must be prepared to serve 1,300 ultra-VIPs almost every day.  The Concierge Assistant system has made this much easier than before when we had to track everything manually.  The system even provides custom-printed itineraries with meeting times and function room locations for group members.”   Since so many activities are available, providing guests with personalized schedules for spa appointments, tee times and dinner reservations is also a welcome service.  “Image is a key part of high-quality guest service, and The Concierge Assistant creates attractive guest documents with the LaPlaya logo for a very professional appearance.”

Data Security Insurance

Security is also a priority for LaPlaya.  “We have members-only areas that are constantly monitored by staff in wireless communication with our offices,” said the LaPlaya’s managing director, Scott Shoenberger.  “Since we maintain a great deal of highly personal guest and member information in our files, data security is of primary importance to us.  We don’t have time to become experts in firewalls and Internet security, and our data is too valuable to take risks.  To ensure safety, none of our systems are open to the public Internet, which is the most frequent entry point for database penetration.  Our Concierge Assistant system, which houses much of our guest information, is secured on a property-based server inaccessible to hackers.” 

Whether guests come to LaPlaya for business or pleasure, they usually pack for a variety of activities such as fine dining, beach sports, golf and formal events.  At check-out time the array of luggage can cause a unique problem at the luxury resort.  “The way we handle lost and found items is important to our guests,” said Shoenberger.  “Not only must their valuables be adequately secured, but dated and tracked by room number and possible owner.  In the past we used our big red logbook, but this was an inefficient and error-prone way to track guest belongings.  Now our concierge software handles this duty efficiently and allows us to quickly notify guests of items they may have left behind. This is the kind of service our clients value.” 

The way a staff coordinates its activities and shares information about guest requests is critical to good service at any property.  LaPlaya automated this process as well.  Every workstation is connected to the property’s Concierge Assistant software system for instant, accountable cross-property communication.  “Guests often make verbal requests at the front desk or to other staffers to arrange tee times, spa appointments, dinner reservations or to schedule transportation,” said Scott Shoenberger.  “Our clientele trusts their requests are being addressed, and they expect confirmation their reservations are received by the appropriate outlet.  We automated the process through our concierge system to strengthen guest service.  When one of our staff receives a guest request, he or she enters it into The Concierge Assistant for action and it is instantly broadcast throughout the resort.  When the appropriate team member at SpaTerre, our golf course, or in one of our restaurants gets the message the system mandates they confirm receipt before it allows them to continue work.  This kind of technology supports our service standards by keeping our staff accountable.”

The new LaPlaya Beach & Golf Resort is an oasis in Florida, with fishing, beach activities, a luxury spa and Bob Cupp-designed par 72 championship course it is attracting guests from around the world to the Naples Gulf Coast.  “As a true destination our guests and members expect us to be knowledgeable about the surrounding Florida area,” explained Shoenberger.  “We maintain a comprehensive listing of area restaurants, attractions and activities in our Concierge Assistant system.  The installation and training team from Gold Key Solutions had everything loaded in the system when it was delivered so we had a running start.  The Gold Key team’s extensive experience with the top four- and five-star properties in our class helped us understand innovative ways to use the system to assist our clients at every touchpoint.  Our business at LaPlaya is about pleasing guests; The Concierge Assistant system is a great tool for delivering service that exceeds guest expectations.”

About Noble House Hotels La Playa
Located on the beach, LaPlaya Beach & Golf Resort rests amidst the natural and legendary beauty of Naples in Southwest Florida. A true Florida beach resort known for its spectacular views, unforgettable sunsets and pure white sand, LaPlaya also features Naples waterfront dining with the acclaimed Baleen and SpaTerre - the most luxurious and pampering among Florida Spas. LaPlaya also offers the finest golfing facilities among Florida golf resorts. 

About Gold Key Solutions
Gold Key Solutions’ The Concierge Assistant improves guest service and staff communication by creating orderliness and accuracy throughout the entire Concierge process for hotels and properties of all types.   The Windows-based software application increases staff efficiency and reduces expenses by automating all guest services activities and reporting, allowing managers to put in place a standard of excellence that may be continually refined.  The Concierge Assistant is used by over 170 full-service propeties including Ritz Carlton, Four Seasons, St. Regis, Marriott, Hyatt, Westin and other quality hotels.  The Concierge Assistant is also employed by many residential living properties and by personal assistant and professional concierge companies to optimize services to each client.


Gold Key Solutions
Newton Gore
Phone:  (818) 865-0006

Media Contact:
Julie Keyser-Squires
Softscribe Inc.

Also See: Gold Key Solutions Joins with World’s Most Prestigious Concierge Association for The Les Clefs d’Or USA’s Pan American Congress / May 2005
Luciano Pavarotti, Laura Bush and Tom Hanks Make Appearances in The Rittenhouse Lobby / March 2005
The Five-Star Landmark London Applies Automated Concierge Technology to Put Polish on Personal Service / January 2005
Caesars Tahoe Becomes 100th Customer for Concierge Assistant Guest Services Software / November 2004

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