The smartphone might be a personal concierge, but it doesn’t mean the role of hotel concierge has gone away. In fact, it may be more important than ever: As much as the iPhone has revolutionized the way people interact with the world, it still can’t get you a 7:30 p.m. reservation on a Friday night at the hottest restaurant in town. That’s where the hotel concierge shows its worth—an invaluable asset on the side of discerning and desirous guests.
One of the best also happens to be one of the youngest. Gregor Maximilian Köck is the head concierge of Rosewood Vienna, a position he achieved at the ripe age of 27. Last year, he was recognized by Les Clefs d’Or International, the professional association of more than 4,000 hotel concierges worldwide, as the Young Concierge of the Year—the first ever Austrian concierge to receive the honor.
He discovered the world and wonder of concierges at just 15 years old during a Les Clefs d’Or course at the Tourism Schools Bad Gleichenberg in Gleichenberg, Austria, an experience that helped shape his future.
HOTELS Magazine spoke to Köck about how the concierge job has changed (or hasn’t), what excites luxury guests and how he’s made some of their wildest dreams come true.
HOTELS: What does a typical day look like for you as a hotel concierge?
Gregor Maximilian Köck: The beauty of the job is that there is no classic “scheme.” Every day is different. There are some repetitive checklists and double checks of the daily business, but the beauty of the job is the unpredictability of what comes up. Therefore, people need to be more resilient to stress and be able to make quick decisions. Of course, with experience comes calm, as one knows certain kinds of requests already and already knows whom to “call” or “what to do” to create the magic of the moment.
HOTELS: Luxury hotels tend to have a discerning—and demanding—clientele. How does that impact your job, and how do you ensure you accomplish what guests want?
Köck: It is true: Our clientele is demanding, and they have every right to be, as they paid huge sums of money for staying in the hotel. Ultimately, the highest good is the human connection. We start there; from there—and with a lot of empathy—one can then pick up certain golden nuggets, which originate in meaningful chats and then lead to options to go beyond and create bespoke experiences. Some of them are requested, and you make them happen and exceed expectations; others, you proactively initiate. Consider guests looking for a romantic, Viennese way to spend their anniversary; one can use the whole toolbox of Vienna: horse carriages, palaces, champagne, a candlelight picnic in the vineyards. Conversely, if someone is on a business trip, and in a conversation you learn that he is looking forward to the weekend because he plans to hang out with his friends in a local pub and loves beer, one could surprise the guest with a bespoke beer/popcorn setup, which surprises him after a full day of meetings. It is about overachieving requested services and going beyond with surprise and bespoke touches. It is moving away from classic packages and more toward curated and bespoke individual experiences.
HOTELS: Stories about getting a reservation at the toughest restaurant in town or tickets to the sold-out opera are always interesting. Do you have an example where you had to go above and beyond to deliver for a guest(s)?
Köck: The classic restaurant and sold-out opera story are part of the daily business. One builds connections within the city and knows whom to call: It is all about the network. One “above-and-beyond” example includes the Vienna Opera Ball, the society event of the year that attracts hundreds of VIPs to the city. At last year’s, I had the pleasure of being on duty in the evening, handing out tickets, explaining the program, etc. In between the buzz and some restaurant reservations (one can imagine that the best addresses are all booked out), I had a chat with a guest in the elevator whose language I could not understand—I only understood cavallo and thought he might mean horse carriages. Out of this conversation, we organized a carriage on short notice, picking the couple up within 30 minutes to bring them straight to the red carpet. Fifteen minutes later, a gentleman approached me because the vest of his tuxedo broke—mind you, all the shops were closed. I phoned a store manager and within 15 minutes we had a new vest in his wardrobe while the gentleman was enjoying a pre-ball dinner in our restaurant. These are the evenings that are most fun and are filled with stories!
HOTELS: The traditional concierge is someone with vast knowledge of a location and with many connections. How has the profession changed or remained the same in the face of technology and the advent of AI?
Köck: It hasn’t changed. As noted, [the human touch] remains the key to what we do. But our tasks have become more manifold, and luxury has become more individual, with more generations joining us. One minute you are talking with a guest on the phone, while another guest is already sitting at the desk, and simultaneously you must reply to a WhatsApp message.
Seamless transitions and multitasking skills have become increasingly important. Of course, in the background there is also some administrative work to be done. I do think AI is starting to help us become more efficient, which is something we need as workloads increase because, in the end, it gives us time for what travelers in luxury truly seek: human connection, heartfelt hospitality, emotional intelligence. AI can’t help you get the last table if the restaurant is officially fully booked or the opera is completely sold out.
HOTELS: You are a young concierge in a profession that many may think skews older. How does this benefit you?
Köck: Luxury is becoming more diverse and younger; affluent travelers are joining us. I think youth helps in connecting better with other young people. Also, being a digital native helps with the digital transformation, including AI, that we live in.
HOTELS: What is the most unusual or memorable request you’ve ever received from a guest?
Köck: One of my favorites was when, on Christmas Day, and at a moment’s notice, we arranged a visit from Santa Claus for a family. He personally visited the restaurant and the guests at their dinner table with presents. The extensive network of Les Clefs d’Or made this magical moment happen.
HOTELS: What do you enjoy most about working as a hotel concierge?
Köck: When the guest checks out, gives you a handshake, and tells you that the concierge made a difference to their stay. The smile on the guest’s face and honesty in their words are something money can’t buy.
HOTELS: What advice would you give someone interested in pursuing a career as a concierge?
Köck: Being a concierge is a feasible, fun, rewarding and excellent career path for anyone who loves the magic of hospitality, human connections and the city they are working in. You build a network quickly, which is incredibly rewarding. If you love working with people, give it a try.