A hotel concierge is your travel BFF. A good one can grab reservations at fully booked restaurants, get last-minute tickets to sold-out events, secure upgrades at sister properties you won’t find online, and solve any travel hiccups in real-time. AI tools and Google, though? Neither can do that for you because those things rely on relationships and local knowledge.
I spent years behind a concierge desk with a Les Clefs d’Or pin on my lapel, and I watched the tools change under me. First there was MapQuest, then Yelp, TripAdvisor, and now ChatGPT.
While these tools are useful, none can replace what a good concierge can do.
What Does a Hotel Concierge Do?
A concierge’s job is to turn “I don’t know this city” into “I know exactly where to go” using relationships and experience rather than relying on search results.
That looks like:
- Booking the unbookable restaurants
- Finding tickets that aren’t publicly available to sold-out shows, sports, and events
- Treating you like a regular with upgrades, amenities, and perks at sister properties
- Solving problems like lost bags, missed connections, and health scares at 2 am.
Read More: The Impact of Artificial Intelligence (AI) in the Travel Industry
Why a Concierge Still Beats AI for Planning a Trip
AI is good at aggregating what’s popular. It’s not built to know what’s happening right now, and it can’t act on your behalf.
For example:
A concierge has their ear to the ground. AI won’t know a construction crew is starting at 7 am across from the hotel or have a personal relationship with a restaurant to squeeze in a last-minute booking.
Ask AI for the best restaurant in a city, and it gives you the same answer it gives everyone else, because “best” to a model means most reviewed.
A concierge factors in your budget, your schedule, and the vibe you want. Whether it’s a cozy date-night spot, a place to impress a client, or somewhere with a decent imported wine list, that’s not something you’re going to find in a generic “what’s popular” AI answer.
You risk getting only surface-level suggestions and not hidden gems that come from knowing a destination like the back of your hand.
How to Use a Hotel Concierge (So They Go Above and Beyond)
Most guests never talk to the concierge until something’s wrong. Instead, what you want to do is the following:
- Say hello on day one, not day three in a panic. A guest the concierge already knows gets better answers, faster.
- Be specific. “Somewhere good” gets you somewhere good. “Somewhere locals go on a date, no tourists, great natural wine” gets you closure to the experience you want.
- Tip and say thank you. It’s remembered for the rest of your stay.
What to Ask Your Hotel Concierge at Check-In
If you only ask one question, ask this: “What’s the one place you’d send your best friend to this week?” It filters out the top-ten list a search engine gives everyone and gets you what’s good right now.
A few more other questions worth asking your hotel concierge:
- “Is there anything happening in the neighborhood I should know about?”
- “What do most guests miss here that they end up regretting?”
- “If a table anywhere in the city opened up tonight, where would it be?”
How to Spot a Great Concierge
Got handed a brochure rack? You’re talking to the front desk, not a concierge.
A great concierge does three things:
- Asks questions before giving you answers
- Knows the neighbourhood
- Will talk you out of a tourist trap
That honesty is the tell you’re looking for.
Is AI Useless for Trip Planning, Then?
No, AI is useful for trip planning, but it’s doing a different job.
AI is a fantastic research tool. You can use it to build a shortlist, find inspiration, and narrow down a destination.
What holds it back is its inability to execute a plan. It can’t fix things when your bag is lost, make recommendations based on personal experience, or rely on working relationships to find tickets to a sold-out show.
The secret is to use both AI and a concierge to bring your dream trip to life. If you want that kind of planning on your next trip, that’s exactly what I do for my clients.
Frequently Asked Questions
Do you have to tip a hotel concierge upfront?
No. Tipping upfront isn’t necessary, but a small tip when a concierge delivers (say, on a hard-to-get reservation) is customary.
Can any hotel guest use the concierge, or is it only for suites?
Any guest can use the concierge desk. It’s not reserved for a certain room type. So take advantage!
What’s the difference between the concierge desk and the front desk?
The front desk handles your room, keys, and billing. The concierge handles everything outside the hotel, like restaurants, tickets, transportation, and local knowledge.