Who treats you like Royalty? The Concierge
No other resort employee is more focused on customer relations and satisfaction than your resort concierge. The concierge tends to the wants, desires, and whims of your visitors on a personal level. They help craft the ultimate travel experience with unforgettable experiences that will be remembered for a lifetime and shared with loved ones and friends. So, what environment do they require to work this kind of magic?
The Golden Key Keeper
Like front desk staff, the concierge acts as the face of your resort and may have multiple interactions with guests throughout their stay. During these interactions, they build relationships, which strengthen trust between your guests and your brand. More than directions and restaurant recommendations, the concierge offers local expertise and elevates your resort offerings to a luxury level.
Taking the work out of vacation, the concierge makes plans and reservations for restaurants and events. They can offer room upgrades, manage maintenance and housekeeping requests, and accommodate special needs in the suites. If working while on vacation, they can tend to mail, printing, or setting up meeting spaces. Securing rides and providing good directions can help keep your guests safe. If guests have a special occasion to celebrate, the concierge can help with ideas and set up a remarkable time.
In this position, the concierge can be a great spokesperson for resort loyalty programs, introducing guests to an experience of the benefits. The work of the concierge elevates your brand and has been proven to increase revenue because of their exceptional service.
Pivotal Positioning
The physical presence of the face of your resort requires important consideration. Identifying the ideal location is key. Pairing the concierge with front desk staff in a lobby is a typical approach for a reason. There are times when the concierge can share duties related to that of the front desk. Even more, they can pay attention to conversations with guests to get insight into how to best serve them. Guests are also more likely to consult with a concierge when they can be easily found. We do suggest to make the concierge environment more VIP, plushy with comfortable seating and decorative lighting. Depending on the level of your resort an elevated private office may be advantageous.
Clear site lines for the concierge to view the entry of guests from both the main entry and units, are essential. Proximity to luggage storage and package delivery aids in quicker services to guests. For flexibility in interactions with guests and a more personal approach to assistance, a desk or location that a concierge can easily move in and out of is essential. Typical concierge desks tend to be standing, but for more collaborative service with guests, opt for seating at a desk.
Whether standing or seated – the concierge desk measurements must comply with accessibility standards outlined in the Americans with Disabilities Act. To be accessible, the desk height has a maximum of 36” high. There must be clear floor space in front of the desk (at least 30” x 48”) to allow a wheelchair to pull alongside the counter.
Related: Serving Travelers with Disabilities Means Going Beyond ADA Requirements
Virtual Space
The role of concierge has not escaped the virtual revolution. Resorts are beginning to use various software and online approaches to create personalized stays for their guests. Some are implementing a hybrid approach by taking only certain requests online while keeping on-site staff. However, digital service can take care of many requests such as housekeeping, booking on-site amenities, and ticket reservations. Concierge software mimics traditional services in a digital way. It includes conversational support and counseling through the use of texting or LiveChat. A 2020 survey* reported that almost 75% of guests preferred texting for placing real time requests.
In addition to meeting a service preference, virtual concierge software has an added benefit for your resort through a wealth of data. The performance of the staff and amenities are all recorded and can offer insight into what is working and what is not working for guests – and your bottom line. The storage and analysis of data has been proven to increase ancillary revenue by prompting staff with discreet upselling opportunities.
Customer Relationship Management
Digitally or face-to-face, relationship building with customers is essential. The more you know the better! Regarding your services, locale, and clientele. If they reach you by email, phone, or LiveChat – connection is what leads to memorable vacations – Make space for it!
Margit E. Whitlock is Principal and Creative Director for Architecture and Interior Design at Architectural Concepts Inc., a San Diego, CA based Architectural and Interior Design Firm specializing in hospitality design. She is an accomplished speaker and frequently published in magazines such as Developments, Resort Trades, Hotel Business, Hiatus, Vacation Industry Review and Resort Management and Operations. You can reach Margit here: Margit@4designs.com / www.4designs.com
