Maximizing the Relationship Between the Hotel Concierge and the Guest

By Leigh Anne Dolecki President, The Northern California Concierge Association | February 20, 2010

The hotel executive must be very sensitive to the relationship between the Hotel Concierge and the guest, as it is undoubtedly a key element in the success of your property. The concierge is the link between the guest and your property and a professional concierge can develop and nurture loyal relationships between your guests, your brand and your property. After careful examination of this relationship, we must acknowledge that every element of this relationship comes down to one word, and that is "trust". The relationship between the hotel concierge and the guest is based on and measured by the guests' trust in the concierge. Many elements contribute to creating and maintaining this trust, but at the end of the day it all comes back to that one crucial element: trust. The guest must be able to place their absolute trust in the concierge. Let's examine some of the qualities that a concierge must present in order to gain and build the trust of their guests.

Using intuition and being receptive

The concierge has only a few seconds to make a first impression when meeting a guest. Those first few seconds are critical in winning over the guest, and this is when the concierge's intuition most comes into play. Within one conversation an intuitive concierge can assess the guest and their requests, determine how best to respond, and what recommendations to make or pursue. The concierge's goal is to make the best and most personalized recommendations to every individual guest; this is when their willingness to be receptive comes into play. The guest's responses to a few key questions will reveal much about not only what they're looking for, but how best they will receive the response. The concierge must be receptive to their questions and responses. The concierge must assess if the guest wants a quick and brief answer, or the guest needs much detailed explanation in the response. You may notice your concierge presenting the same driving directions (to your property, for example), in completely different ways to different guests; some guests simply want to be handed a quick printout while others need very detailed verbal and visual cues. This holds true in the concierge's recommendations for dining, or where to go and what to see. The concierge uses their intuition and receptiveness to guest responses to make the perfect response/recommendation to the guest, whether the request is simple or highly complex. Few things make a concierge happier than the guest who says "...it was exactly what we wanted!" or better yet, "...how did you know?" The unspoken response to that question is "Trust me, I'm your concierge".

Education and credibility

The hallmark of a good concierge is the demonstration of education and knowledge. Most guests can immediately perceive if a concierge is sincere and knowledgeable in their recommendation or merely providing a pat or rehearsed response or worse yet a "fluffed up" response. In the latter scenario the concierge sacrifices their credibility and loses the guest's trust which is most difficult, if not impossible to recover. It is incumbent upon the concierge to keep up on their education, constantly researching the old and the new of their surroundings in order to be truly educated and able to respond to every guest request with the enthusiasm, sincerity and accuracy of first hand experience. When the guest trusts the concierge they are more trusting of the entire property.

Employing accuracy, and problem solving skills

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.