The KPI of passion

A new framework helps hotels prove the financial and experiential value of concierge services - turning passion into performance metrics

In the world of luxury hospitality, it’s not the marble bathrooms or rooftop pools that truly define a five-star experience - it’s the concierge. More than just a helpful presence in the lobby, the concierge is a strategic asset capable of creating unforgettable moments and building long-term guest loyalty. But as cost scrutiny intensifies, the future of this vital role is under threat - unless hotels can quantify its value.

Key takeaways

• ROC (Return on Concierge): A new metric developed to measure the concierge's financial and experiential impact, including upselling revenue, brand enhancement, and guest loyalty.
• Tangible ROI: Data shows concierge upselling can significantly boost ancillary revenue, contributing 10–30% of room revenue in upscale hotels.
• Human connection matters: In an era of digital automation, personalized service from a concierge remains a top driver of guest satisfaction and return visits.
• Recommended Metrics: Hotels should track upsell conversion rates, guest satisfaction, NPS, repeat guest ratios, and online sentiment to quantify concierge performance.
• Strategic Repositioning: Integrating concierges into core hotel KPIs (e.g. RevPAR) and tech systems helps leadership recognize their measurable contribution.
• Future Outlook: With the right metrics and mindset, the concierge can shift from a “nice-to-have” to a “must-have” in the profitability playbook of luxury hospitality.

Get the full story at Hospitality Technology