Providing the Keys (to success) to the Concierge!

by Chris Morano

Any hotel employee can get you from point A to point B, but a professional Concierge, born with an innate need to see to the needs of any guest, truly has every guest’s best interests at heart and sets the standard for professional service. A Concierge not only becomes a guest’s best friend through direct interaction, but also helps to bring revenue and value to his or her property: A hotel’s sales department often relies on Concierge magic to get a client into top destinations, or to assist as a meeting planner to help execute a group’s activities. This demonstration of quality service will favorably impress a client - it always pleases a guest: In either case, this success leads to repeat income.

Mary Murphy, Western Region Manager for Interval International, confirms, “A guest can memorize Zagat and any guidebook, but to get to know a city and truly enjoy the experience, you need to make face time with the Concierge desk, establish trust, and then go for it”.

A. C.O.N.C.I.E.R.G.E. – 10 simple steps to raising your guest services rating

In December 2004, soon after I was appointed Chief Concierge at my property, I discovered that our guest services score, garnered from the comment cards received through our exchange companies and from our owners themselves, was a ho-hum 82% and 4-star status. I began a guest relations overhaul (staff reorganization, implementation of training and procedural redesign, etc.) and within six months we experienced a remarkable ratings rise to 100% with 5-star status; our guest service rating has been at 100% since. This rise was due entirely to the quality of service provided to every guest from our Concierge staff.

All of you timeshare, fractional-ownership and vacation property Concierge needs to ensure that you are more than just an extension of the front desk; become the indispensable ambassador of your property! If the following steps, presented as an easy-to-remember acronym, are followed, it’s highly likely that your guest service scores will improve dramatically – and never forget that happy guests equal return business:

A – Acknowledge your neighborhood
The most basic (yet most important) step that you as a Concierge will take is to get to know the neighborhood surrounding your property; armed with pad and pen, literally canvas the area around you, notating the locations of businesses, contacts in charge, telephone numbers and e-mail addresses, that will be in frequent demand by your guests (24-hour pharmacy, supermarket, restaurant, theatre, convenience store, etc.). Keep this information handy!

C – Commit to professional ethics
Never conduct yourself in an unprofessional manner that might disgrace the Concierge profession. You must never accept money from any restaurant, bar, or club in return for sending guests, and never demand goods or services for any personal or professional gain. These ethical standards are paramount to the integrity, trust, and sacred bond between guest and Concierge. You must acknowledge every invitation with a yes or a no, and when you’re hosted by restaurants, hotels, or other Concierge related services such as tours, limo rides, spa or salon treatments, etc., appropriate gratuity based on the full value of services received is expected from you. Always send a proper “thank you” card (and an e-mail doesn’t count!).

O – Offer options to your guests
LISTEN to what your guest’s needs are and suggest options that will fit those needs to perfection. For example, if your guest wishes to dine at an Italian restaurant, discuss price ranges, different types of cuisine, ambience, and locations. Your guest will want quality at a fair price, not just the most convenient option. Remember: If you offer only one suggestion, make it too quickly, or don’t discuss individual needs at all, your guest could infer that you’re acting on someone else’s behalf. Every guest is unique, so use your imagination in order to offer individualized service.

N – Never say “No”
Or, at the very least, always work to try to say “Yes”. A guest could ask for the moon, but should have realistic expectations. Tickets to a sold-out event, same day dining requests at a popular restaurant for a specific time, or an after–hours tour of a museum are all fair requests, though even the best Concierge can't always deliver. Your guest should realize that flexibility is appreciated and that access has a price: Although you’re the best resource for last–minute activities, your guest should have a realistic idea of what value is placed on their specific request.

C – Communicate before your guests arrive
A guest’s relationship with the Concierge often begins well before check–in. Though many don't realize it, guests can contact a Concierge desk as much as a month before arrival to discuss the objectives of their trip. With notice, you can make all arrangements and have a well-detailed itinerary prepared by the time your guests arrive that can then be adjusted as necessary. You should take the initiative to make the initial contact with your in-bound guests with a welcome telephone call or e-mail.

I – Integrate yourself
Make yourself an indispensable member of your property’s staff through your dedication to providing exceptional service to guests AND to your employer. Work as a team member with other departments and familiarize yourself with their standards and practices; become a Notary Public or brush up on your foreign language skills. Property management will notice your drive to succeed, and you’ll be adding to the success of the big picture – your property can generate income from your skills through repeat clientele.

E – Educate yourself and keep current
Your guests always want to know the latest! Keep informed on a restaurant’s new or seasonal menu; know the standings of sports teams; discover the hottest new club; go see the latest show; do a walk-though at a new venue. Your guests will want to hear the personal experience you received at every activity in your area, so educate your guests by educating yourself. Keep yourself current by going out, or by simply reading a newspaper, watching a television program or by perusing the Internet.

R – Refer your guests to your colleagues
A Concierge is a well-connected travel professional. Always offer to plan itineraries, book flights, print boarding passes, or switch seat assignments. If your guest is headed to another property in another city, offer to intercede on the guest’s behalf by establishing contact with the Concierge desk at the next hotel by “introducing” your guest to your Concierge colleague. Always take advantage of the Concierge network – your colleagues will be willing to help you on the behalf of any guest, and your guest’s reaction will be favorable.

G – Give back to your community
A Concierge is frequently on the receiving end of wonderful opportunities and, very often, personal gifts from guests. You should consider giving back to your community through civic involvement; by volunteering a few hours each month on behalf of your property to any worthy cause, you’ll help to further the understanding that the Concierge profession is an unselfish one. Your property management, co-workers, colleagues, and the people who live in your community will respect your for your efforts; more importantly, you’ll learn valuable life lessons and simply feel great about doing selfless work.

E – Exemplify approachability
Be prepared to offer assistance to anyone who may just “drop in”. Even though the person at your desk may not be a guest at your property, always offer to fill simple requests such as directions, restaurant reservations, shopping recommendations, or tickets. If these very people return to your city in the future, they may consider staying at your property because of the professional assistance you provided.