Les Clefs d'Or Canada

This year, while attending the magnificent Pan-American Les Clefs d’Or congress in vibrant Puerto Vallarta, Mexico, and speaking to many friends and colleagues from North and South America, one conversation often popped up: Will there be a future for Les Clefs d’Or concierges in the era of emerging and rapidly expanding AI?

Does it make sense to attract and encourage new members to join our prestigious international organization? What if technology and AI assistants make our profession unnecessary and dispensable? These valid questions, unfortunately, bring insecurities, doubts, and anxieties, especially since many of us experienced unemployment during the recent pandemic.

Here is my thought: Fear not! Let’s get to the bottom of it together and see if everyone agrees with my take on it.

I would like to start with a throwback to before I became a member of Les Clefs d’Or. Being a hotel concierge was and still is my passion. I always felt delighted to assist our guests with directions, restaurant recommendations, and organizing surprises for special occasions. Even the not-so-exciting and sometimes even boring task of courier shipping made me happy. I just loved doing it all. Most of the requests were in person, with a few via email—the only technology we used practically on a daily basis. Do you remember the Rolodex? It was still in our concierge cupboard when I started. I bet our younger members probably need to Google it to know, but a few of my Ontario hotel concierge colleagues who have decades of experience still have vivid memories of it. We used all the tools available at that time and tried to do our best.

The best became a reality when the golden keys were shining brightly on our lapels. Before writing this article, I asked a few of my Ontario friends, Les Clefs d’Or members, both new and experienced, to reflect on how their level of guest service has evolved. Here are some examples of how #YourKeyToEverything has helped create more enriching and satisfying experiences for our guests.

Les Clefs d’Or network connection, as first mentioned by Monika Grossenbacher, has irreplaceable value in shared knowledge and real-life local connections and expertise through the Ontario WhatsApp mobile group created during the pandemic. In a matter of minutes, we could receive help from fellow colleagues for difficult last-minute requests, such as finding a last-minute dog-sitter provider, getting a restaurant’s contact to book a dinner reservation that isn’t available otherwise, or finding tickets for a Taylor Swift show. These are just a few topics discussed over the past few weeks in our chat; the list goes on with possibilities to reach out even beyond continents by using the international network. As Monika said, the real benefit of being able to carry a guest seamlessly from one local expert to another is something very special and unique that is made possible through our Les Clefs d’Or network.

Expertise and Local Knowledge: Les Clefs d’Or concierges offer unique insights and personalized recommendations. For example, Michael Lombardi shared that while an AI might suggest the highest-rated or most popular restaurant, a concierge’s personalized approach considers the guest’s subtle cues, such as their preference for quiet settings, special celebrations, or dietary restrictions. This allows us to recommend hidden gems based on genuine understanding and local expertise.

Problem-Solving Skills: I still remember the situation when a worried “man of honor” rushed to the concierge desk and informed me that there wouldn’t be a bus coming to pick up a large wedding party gathering in the lobby, as the vehicle had broken down on its way to the hotel and no replacement was available. He knew whom to ask, as we, Les Clefs d’Or concierges, are used to thinking on our feet and employing our problem-solving skills right away. Having a great local network connection and modern technology, we identified, connected, and rerouted a bus to pick up and deliver the happy couple with their guests to the wedding venue within the next 30 minutes. The faces of the bride and groom, filled with gratitude, are another confirmation that having a Les Clefs d’Or concierge in the hotel lobby makes a huge difference and our help is invaluable.

Overall, Les Clefs d’Or concierges are trained to provide exceptional service, enhancing our ability to anticipate and exceed guests’ expectations.

Nevertheless, digital progress has become imminent. Technological advancements are being consistently integrated into the hospitality industry, whether it’s automatic check-ins, virtual assistance for drafting emails or simple data collection, using numerous mobile apps, or other digital tools. More and more businesses are being automated, and the fear is real: could AI fully replace a concierge in the lobby in the years to come?

Before we answer this question, let’s compare and summarize what Les Clefs d’Or concierges can do better than AI:

• Human Touch: Emphasizing the irreplaceable value of human intuition, empathy, and creativity, coupled with high expertise and local knowledge that AI cannot replicate.
• Personalized Experience: Les Clefs d’Or concierges get to know their guests, understand their preferences, and tailor their recommendations accordingly. This human touch can make a big difference in creating memorable experiences.
• Local Knowledge: These concierges have extensive knowledge of their local area. They often have insider information about the best restaurants, hidden gems, and exclusive events that might not be available through AI.
• Network of Contacts: Les Clefs d’Or concierges have a vast network of contacts. They can leverage these relationships to secure reservations, tickets, and other services that might be difficult to obtain otherwise. From Monika’s example, a guest could use AI or Google to find the best restaurants in Paris and book online, but AI doesn’t have the manager’s cell phone number in that city to get a table the way a local concierge does.
• Trust and Reputation: Guests often trust concierges because of their reputation and commitment to service. Knowing that a real person is accountable can provide peace of mind that AI might not be able to offer. A recent example is when we assisted our guests with purchasing high-priced Taylor Swift tickets. The condition was direct prepayment with tickets getting transferred only 72 hours before the show—it is a huge trust!

With these obvious advantages, the best way to move forward is not to be afraid. The solution to win over AI is to embrace it and continue learning every day. Use AI for quick, data-driven recommendations, but never forget that the real win is a human touch.

We sometimes cannot even contemplate how our personal touch could leave a deep impact on someone’s life. One recent example came from the sister of our last year’s guest, who was at the beginning of her cancer journey in 2023. She came with her partner to Toronto to fulfill her wish from her bucket list to visit Toronto and especially attend the Induction Ceremony at the Hockey Hall of Fame. Her sister wrote: “My sister is now a hospice patient, and tonight, with lifelong friends and our niece, she was reflecting on the greatest times of her life. Toronto was a big part of this discussion, and your name came up with great fanfare and appreciation for making the trip as great as it could be. I want to thank you again and reassure you that you literally improve people’s lives with your outstanding care and genuine consideration. It matters so much, and you are a bright light on an otherwise unbearable journey. Thank you again!” No matter how often I explained to her sister that it was a team’s effort, and I had done nothing extraordinary, she believed in what she wrote. It brought tears to my eyes and moved me deeply. I felt so lucky to receive such feedback, but how many of you can’t even imagine how many souls you touched with your genuineness, kindness, and love?

In summary, all our little and sometimes seemingly insignificant efforts have profound effects on people’s lives, and our empathy and thoughtfulness will always be valued much more than any AI recommendations and suggestions.

As long as humans are our guests, we still have a chance to delight, surprise, and help create memories that could last a lifetime and be everything that AI is not. So fear not! Les Clefs d’Or concierges rock and will always be needed as long as humanity prevails.