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The global luxury travel market is set to soar to USD 1.4 trillion this year, with annual spending expected to grow by over 8%. Post-pandemic, the seemingly endless thirst for new experiences is propelling this growth. By 2032 experts estimate that luxury travel spending will smash through the USD 3 trillion mark. While there is buzz around AI and tech innovations, more than ever, all eyes are on concierges, the proverbial key-holders to the luxury experience economy.
This is why we’ve turned to Burak Ipekci, an industry legend who has worked in some of the finest hotels around the world. Currently the Head Concierge at London’s Royal Horseguards Hotel and the International Secretary of Les Clefs d'Or, the worldwide association of hotel concierges. Despite women representing only 20% of concierges, Burak is determined to encourage more women to enter this exciting and essential role. Meet our Male Ally of the Month for July, Burak Ipekci!
Before we get into it, tell us how you became a concierge?
Pure coincidence to be honest. Back in 1999, I found myself at Hilton New York interviewing for a Front Office role. Instead, I was offered a Concierge position. I guess you can say that the job found me, rather than the other way around. I have been in the hospitality and leisure scene since my late teens and did everything from cooking to travel agency work. After all, I have always been interested in people. Little did I know that all these early experiences were simply preparing me for what was to come.
Why do you love it?
Because it is incredibly dynamic. Even when you think you are performing the same tasks repeatedly, as you are customizing it for a different audience all the time, it feels different. Additionally, especially for those of us who are fortunate enough to work and live in major global destinations, every day and week there is a new attraction or a new venue to experience and learn about to better serve our guests. For anyone who has a hunger for knowledge and a genuine interest in people, I cannot think of a better vocation.
What does it mean to be a Les Clef d’Or concierge?
There are two sides to it: First, seeing those gold cross keys on a lapel means that you are in the hands of a person who has dedicated their professional existence to creating the best possible experience for whomever they are assisting. Secondly, and this one is for the members, the nearly 3300 of us in all four corners of the world, it is a sense of pride, a promise.
For those who are not aware, joining Les Clefs d’Or is a lengthy process. As per our international rules (and some sections like the USA and GB have even higher standards) one needs to be in front of house guest facing role for a minimum of 5 years where the last 2 in the capacity of a concierge. The application process requires to be endorsed by existing members in good standing, a background check, and a form of a test or interview. Once all this comes back positive, most of the time, the members of that section are also invited to provide feedback on the applicant. This entire process usually takes 3 to 6 months. We certainly want each and every new professional joining our ranks to truly embody the ideals we are committed to living by daily.
Interesting, I saw on the Les Clef d’Or site that though the organization was founded in 1952, there was not a female member until 1978. Historically, why do you think women were not well represented in the role?
First and foremost, in the post war era women were mostly homemakers in continental Europe. In hospitality industry, you only had a female presence in the housekeeping departments. Anything “front of house” was perceived as “a man’s world,” especially the Concierge profession. It was not until the late 60s and early 70s that women managed to break that imaginary rule and push their boundaries. The liberal approach the US and Canada had in those days certainly helped. I must admit, it was quite a shock for me when I relocated to the UK and joined the British Section to see only 5% of the members being female vs the US Section where the ratio is close to 50%. The numbers are getting better around the world every year. I simply wish it happened faster.
What about now, how are you attracting more women?
I was in India last month to attend as a speaker during their Educational Day. When I asked what the theme was, I was informed that their focus was to attract more female members. And they’re not the only section where I hear comparable stories from. Additionally, governments around the world are changing their approach to parental leave and such. I think this growth in female presence in our ranks is already happening organically. As an organization, we must continue to be more accessible and welcoming. After all, we must be as diverse as the guests we serve behind our desks. Even when you strip everything away, it is as simple as that.
It was inspiring to see Magali Brandariz, Chief Concierge Palacio Duhau – Park Hyatt Buenos Aires, and a Member of Les Clefs d´Or International win Young Concierge of the Year at the annual Forbes Travel Guide Summit. How was she selected for this honor?
The award has been in place since 2008. It was started in honor of a gentleman by the name of Andy Pongco who sadly lost his life shortly before he had the opportunity to lead our organization. Since then, every year we have been honoring one of the leaders of our community who is no longer with us. The road to the Award has multiple steps (from a test to writing articles and producing videos) which leads the candidate to a face-to-face interview during our annual Congress. True to our organization's nature, the entire process is democratic and inclusive, based on the strict point system. What I love the most is, even though the female membership is only around 20% globally, 9 of the past 15 award winners have been female including Magali.
We ask that the winner of the Award to chair the selection committee the following year, both to give them the opportunity to find a worthy successor and also for them to get exposed to the inner workings of our organization to prepare them for future leadership role(s) if they choose to pursue it. This year was no exception. After her success in 2023, Magali led the Committee in 2024 to identify her successor during our Congress in Bali back in April. I am delighted to inform you that this year’s winner is Julie Benhaim from Four Seasons George V in Paris, one of our French members.
What makes for a great concierge?
The magic word is empathy. As the dictionary definition goes, it is the ability to understand and share the feelings of another. Of course, you can add our key qualities like additional languages, curiosity, and such into this mix. But that eagerness to serve and care for people, that interest in people, the relatability is the cornerstone.
Why is being a concierge so rewarding?
Because no two days and no two hours are the same. If you have an insatiable hunger for knowledge and feel rewarded when you see that what you have just accomplished made a difference, this is the right place for you. As I always say, being a Concierge is not just a job, it is a lifestyle.
In our line of work, the magic word is discretion. We get to see our guests at their best and their worst.
Okay, spill the beans, what is the craziest (legal) request you’ve ever handled?
Just like any of my colleagues, I will give you the most boring response in the world: In our line of work, the magic word is discretion. We get to see our guests at their best and their worst. As a result, we are fortunate enough to be able to develop unique relationships with them. In my case, one of my former long-term guests, who became a close friend over the years, is the godmother to my younger son. If we started telling stories, what does that say about us?
Burak's Top London Tips
Like me you are based in London, what are your best suggestions for:
Afternoon Tea – Maybe one should not recommend another hotel over their own, but the quick answer is The Ritz. The old world elegance, where gentlemen are still expected to wear a blazer to enjoy the service. There is something magical about preserving heritage, I think.
Indian restaurant – Gymkhana. The only 2 Michelin starred restaurant serving Indian cuisine. The food is spot on, yet it is not stuffy. I believe the Sethi family, the siblings behind the restaurant’s parent company JKS, have a unique way of nurturing talent and reading market demands.
A unique way to explore London’s history – Take one of the Thames Clippers run by UBER. They are commuter boats that go up and down the Thames regularly but will allow the individual to see London (old and new) from a different perspective.
Something unexpected that tourists always love…Not only a magnificent structure steeped in history, but St Paul’s Cathedral also offers something completely unique: The Whispering Gallery. Young and old, it is fantastic to see the amazed faces of the visitors when they experiment with the acoustics of the venue.
WOW! Thank you, Burak for these top London tips and for being a true ally!