From Concierge to Superman: Perceptions of the contemporary hotel concierge in Edinburgh
Citation
Sumner, M. & Quinn, B. (2017) From Concierge to Superman: Perceptions of the contemporary hotel concierge in Edinburgh. International Journal of Culture, Tourism, and Hospitality Research, 11 (2), pp. 243-254.
Abstract
Purpose: To ascertain if the Hotel concierge service will continue to be relevant in a technological world where consumers have
increasing access to information about their destination. To trace the origins of the hotel concierge, their route into the profession
and establish whether the profession is geographically localised. Their role within the hotel, working philosophy, core values and
characteristics were considered in relation to creating and delivering an experiential service encounter.
Design/methodology/approach - 11 participants were selected who worked on the concierge desk in 4 and 5 star hotels in
Edinburgh. All were male aged between 20 and 64 years old, nine were Scottish, six of whom were from Edinburgh, one from Wales
and one from England. Six respondents were members of The Golden Keys Society. A qualitative approach was adopted with semistructured
interviews designed around key themes identified in the literature review.
Findings - No feelings of servility or inferiority were documented in the employee/guest relationship. Comparisons were made
between the contextual setting and the appearance and manner of the respondents with that of a 'performance'. The uniform was
deemed to facilitate feelings of empowerment analogous to having superpowers. Technology has been adopted by the concierge
department as a tool, but is considered to be ancillary to their personal recommendation and network of business and personal
contacts and collaborators.
Research limitations/implications - Changes in the demographics of people travelling and discounted rates being offered in 4 and
5 star hotels has resulted in general perceptions of a less elite clientele. This may have implications for the future of concierge
services.
Practical implications - The internet seems to have opened up this profession to enable concierges to effectively operate in a
location they are not indigenous to. The personal recommendations that the concierge provides through their own knowledge are
used in conjunction with technology, but are not in imminent danger of being replaced by it. It may prove beneficial for the Hotel to
provide some training for older members of staff to keep up with technological developments. This study could prove useful to
service providers who aim to gain competitive advantage by elevating their level of guest service to exceed guest expectations
through emulating the personalised service that the concierge can offer