Thursday, February 6, 2014

True Waldorf Service

Here on another tough undercover assignment at the Waldorf Astoria, Park City, the only Waldorf hotel on the snow. I am here to understand why the Waldorf Astoria Collection is Hilton’s fast growing luxury brand (there are now 27 WAC properties) and why customers keep coming back. The Utah property sits at the base of the Wasatch Mountains in Canyons Resort, and was recently the official hotel for the Sundance Film Festival. Named one of 2012’s top resorts in the U.S. by Travel & Leisure magazine, the employees here really do take service to another level. My wife for example was having trouble putting on her ski boots because they were cold, so a member of staff noticed her troubles and proceeded to spend 10 minutes warming them up with a hair dryer!
The brand has just rolled out True Waldorf Service, the latest Waldorf Astoria service platform that extends the legendary personal service principles that were first born at the flagship Waldorf Astoria property in New York. True Waldorf Service is advertised as “authentic, personalized service that consistently meets your luxury travel needs from the moment you book your trip through the time you depart”. Guests receive a customized email before arriving, connecting them to a personal concierge to pre-arrange services and special requests attuned to personal preferences, and their travel destination. Upon arrival, the concierge welcomes the guest and escorts them directly to accommodations, bypassing the typical check-in process. Guests then have 24-hour access to designated representatives with local expertise. Upon departure, their personal concierge takes the hassle out of departure travel by arranging packing services, boxed lunches, home luggage delivery, transportation and expedited checkout. Rachel Bradley is a Personal Concierge at the Waldorf Park City and says she has arranged everything from baby-sitting for families with young children, to removing light bulbs from room fridges for guests strictly observing the Sabbath (many Orthodox authorities prohibit opening a fridge door if a light inside will automatically turn on). For business travelers, she often helps guests with scanning or faxing and will also provide supplies if needed: “we play secretary all the time” she jokes. Dana Fioravanti, Manager of Marketing and Public Relations, says that the True Waldorf Service program has been a great success. “We have three Personal Concierges now, and we have seen an increasing number of return guests use the service. Of course the brand helps, especially for those guests coming from New York and Florida, as they are familiar with the Waldorf brand and its legendary service.”
Waldorf, Park City, Utah

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