A CONCIERGE FOR ALL SEASONS
The word concierge evokes different imageries in people’s minds.
Usually, it begets a certain royal association, with the accompanying pomp and splendour. The realists think of a butler-like figure immortalised by PG Wodehouse and the inimitable Jeeves. But whatever be the images evoked, the underlying sentiment is of having someone at your beck and call, a knowledgeable personal assistant who can help you navigate through unexpected and unknown territories. It is interesting then that the word ‘concierge’ (with French roots) originally referred to a ‘resident caretaker’ or ‘keeper of keys’. The concept did emerge in the era of kings and queens. Over time this has come to mean a more personalised service-provider and this transformation across the ages is quite beguiling.
Historically, queens and princesses, and high-ranking noblewomen had a lady-in-waiting, who assisted them with pointers on etiquette, secretarial tasks, managing their correspondence, taking care of the wardrobe and even supervising the help.
The men were not far behind. Upper English aristocracy prided themselves on their choice of butler, and many a minor duel may have even occurred in order to secure a particularly astute man Friday.
Hotels were the first service industry to catch on to the charm of a personal assistant. By enabling a “concierge service” they democratised what till then had been the sole privilege of birth. The concierge welcomed guests, helped them make the right provincial connections and recommended chief local attractions. He assisted them in the duration of their stay.
The modern-day concierge offers both full-span and niche services - from running errands, to organizing travel and dinner reservations and recommending holiday itineraries as well as being a personal shopping assistant.
In India as well the journey of the concierge has followed a similar path. From the Maharajahs of yore, today the right club or Credit card can provide you with exclusive access to your very own personal concierge. The Travel & Lifestyle Desk at American Express for instance, is staffed with bright and savvy millennials, who can get Cardmembers last-minute tickets to an exclusive event, or a reservation at a Michelin star restaurant in another continent – they can even assist with itinerary-planning for vacations and event-planning for special milestones.
The real value of having a concierge is knowing that there is someone who has your back. We have had instances of Cardmembers misplacing a treasured keepsake or piece of jewellery at the airport or their hotel – and the first person they think of calling is their Concierge. The concierge in turn takes charge of the situation – whether it be planning a birthday party, getting tickets for Tomorrowland, or retrieving a misplaced item.
With India’s luxury market expected to cross USD 30 billion by the end of 2018*, lifestyle consciousness and aspiration of high-end experiences will take centre stage. Brands and service-providers will have to cater to consumer expectations of instant gratification and dependability. The strongest brands, the ones that resonate most with consumers, will be those that stand for something; that have personal meaning for a consumer; and that reflect a commitment consistently fulfilled over time.
This article is authored by Mr. Manoj Adlakha - SVP & CEO, American Express Banking Corp., India. American Express offers personalised concierge service to their Centurion and Platinum Charge card members.