Today's hospitality world presents a constant ebb and flow of sales and marketing challenges, especially with recent changes in the economy. With that in mind, there may be people on your hospitality team who present an undiscovered sales and marketing resource. Savvy hoteliers can make a strategic move in their overall sales strategy by harnessing the power of the concierge position. Before I tell you how and identify six ways to maximize this often underused resource, let me explain why this strategy will work.

I remember, and perhaps you do as well, when the term "concierge" was not a regular part of our vocabulary. If you traveled to Europe, of course, you discovered concierges in most hotels. They were the gentlemen in uniforms, often with gold crossed keys on their lapels, who, once you had checked in, were in charge of your visit. They collected your key when you left the property and gave it back to you when you returned. These ubiquitous fellows made sure you got your messages and packages, gave you directions, recommended restaurants and entertainment, and assisted with future travel needs. They could help with emergency medical and dental needs, arrange tours, babysitters, and just about anything ...