Concierge Service Before Checkin Becomes Standard

Concierges at an ever-growing number of deluxe and upper upscale hotels are working with senior-level business travelers' office support staffs in advance of checkin in an effort to provide more comprehensive, personalized service. By establishing these behind-the-scenes relationships with secretaries and administrative assistants, concierges are better able to ensure that the executive's stay goes smoothly and that any special needs, whether business or personal, are met.

In the past, such advance contact would be the exception, but concierges at high-end hotels today regularly maintain contact with frequent guests' office staffs, a reflection of both the executives' hectic travel schedules and the higher expectations these guests have about hotel service levels.

While the concierges consider the advance work simply to be a part of their jobs, it serves a larger agenda for Ritz-Carlton Hotel Co., Fairmont Hotels & Resorts and other hotel companies operating at the very high end of the market.

"Our culture is based on being able to anticipate guests' needs and this extends to the period before their arrival as well as while they are with us," said Ritz-Carlton president and COO Simon Cooper. "Guests are correct in assuming that our ladies and gentlemen, concierges chief among them, know their tastes and preferences in anticipation of their arrival and do whatever is necessary to make their stay a success. It's part of what distinguishes luxury hotels from other industry segments."

Many frequent senior-level business travelers look for this comprehensive personal service instead of traditional rewards, such as points or miles, according to Fairmont president and COO Chris Cahill. "It's precisely why we've structured our loyalty program around service," Cahill said. "Our executive floors, meanwhile, cater to members of our President's Club and have their own dedicated concierges who will reach out to guests' support staffs to make sure all details are seen to."

Now in the process of putting together a collection of deluxe hotels, Sir Rocco Forte puts a high premium on the service component and the role of the concierge in particular. "The concierge is the face of your hotels' service philosophy," said Forte, whose company, Rocco Forte Hotels, has 11 hotels in Europe and four more in development. "It's very much a European tradition and appropriate that the traveler's office get involved at all stages."

"We've taken care of a lot of CEOs' assistants' requests lately," said Frederick Bigler, chief concierge for the Ritz-Carlton New York, Central Park South. "They tend to be the ones who call, not the principal. We deal with them frequently, one to one, often on scheduling details. Given the pressure many VIPs work under, it's not surprising their calendars go through constant revision."

Concierges can build a relationship with the assistant of a frequent guest that can last for years. "We speak more and more with the guest's office before arrival," said Kitt Vidnovic, chef concierge at the Fairmont Hotel in Washington, D.C. "As soon as the reservation is made, the assistant will call to remind us that so-and-so is returning and has these special requests. It's really just in the nature of a heads-up, but it's to the benefit of both the assistant and us to make sure everything goes like clockwork. Consequently, we end up having a relationship with both the traveler and the traveler's staff that builds with each new visit."

For many executives, the hotel becomes a base of operations for the duration of their stay, while they balance business appointments in and out of the hotel, side trips to visit customers and clients, and meetings with and presentations to financial analysts.

"Many assistants' calls are intended to confirm our location in proximity to various points as the boss' itinerary is being finalized," said Tom Carroll, concierge at the Ritz-Carlton Hotel in Boston. "There may be five or six appointments scheduled around the city in a given day, not to mention visits outside the city. "We help the assistant to make sure the itinerary is feasible and then coordinate the arrangements with the car service."

Assistants get in the habit of calling, even when the boss is not staying at the hotel. "They come to rely on our services, so they call for a favor," Ritz-Carlton's Bigler said. "The CEO may be flying in for the day and wants to hold a client reception. We're happy to assist."

The early contact enables concierges to do the best job possible. "Speaking to the assistant beforehand is always a good thing because it gives us more insight into the VIP's personal likes and dislikes, when it comes to their own comfort," said Jerome Jeannest, concierge at the Park Hyatt Los Angeles. "We then can make sure the guest room gets set up just the way they like, that the room amenities are right, down to the type of wine, fruit and chocolate."

For as complicated as these executives' schedules can get, you don't want to overlook the basics, Fairmont's Vidnovic said. "Considering the stress they are under, they may need a spa appointment or have personal errands they need to run, but don't have the time," he said. "We'll make sure it gets done."

One New York hotel, the Trump International Hotel & Tower, set up a specific program, separate from but aligned to the regular concierge desk, to provide this advance support. "Our attaché program is really the concierge service before the guest arrives," said general manager Tom Downing.

The attaché would be the person to make sure all arrangements are consistent with the traveler and traveler's assistant's requests. "The attaché almost functions as the traveler's personal assistant once they arrive at the hotel," Downing said. "They liaise with the office assistant ahead of time and, if necessary, during and even after the visit with any follow-up questions."

Inside the Trump, the attaché would consult with the regular concierge for assistance on fulfilling some requests, Downing said. "The attaché remains the primary point of contact, however, who also is responsible for updating our frequent guest database," he said. "That way, when the guest returns for the next visit, the correct preferences already are in the system."

At times, the assistant will act without the boss' knowledge. "We get calls to plan surprise anniversaries or even birthday dinners for an executive," said Aimee Koller, services manager at the Westin Savannah Harbor in Savannah, Ga., who oversees the concierge desk.

In international locations, the traveler may have a free day to visit local sites or even a weekend to fill, but be at a loss because of language or cultural differences. Here, concierges are able to use their leisure travel skills to assist business travelers. "We'll work with the assistant to create an itinerary that matches the traveler's interests with the time available," said Jason Zhan, concierge manager at the Portman Ritz-Carlton Shanghai. "Once we have input from the assistant, we can add recommendations. Considering many Western travelers aren't familiar with the city and don't speak the language, it often means identifying the right personal guide."

By making the office staff look good to the traveler, the concierge looks good in return. "The principal tells their assistant, 'I want to host a dinner at this popular restaurant,' but we're the ones who are able to secure the reservation," Bigler said. "Consequently, the assistants begin to call regularly."

The best concierges are renowned for their knowledge, contacts and organization, according to Forte. "Often, when guests speak of their loyalty to the hotel, it's actually loyalty to the concierge they're talking about."