Today’s luxury travelers are redefining what it means to receive five-star service. According to a new report by Preferred Hotels & Resorts, 92% of high-end travelers say the best experiences feel “effortless but are thoughtfully designed behind the scenes.” Meanwhile, 85% agree that “private networks and personal connections unlock the most travel moments,” and 84% say a trusted advisor is more valuable than unlimited internet research. These travelers want once-in-a-lifetime moments (61%), rare and ultra-exclusive access (58%), and prefer local expertise over digital guides. Understandably, institutions like the British Butler Institute in England or the International Butler Academy in the Netherlands are seeing renewed relevance, with training now extending beyond traditional etiquette to include cultural immersion, lifestyle expertise, and local storytelling.
Mississippi-based travel advisor, Kimberly Denison, of Denison Travel, affiliated with Brownell Travel and the Virtuoso Network shares, “More and more of our luxury travelers are coming to us craving experiences that go deeper, ones that connect them to the heart and soul of a destination, not just the highlights.”
She goes on to say, The best hotels in the world are catching on, with concierge teams that do so much more than secure a dinner reservation. They’re crafting unforgettable moments both on and off property, from private art tours to hands-on cultural experiences you won’t find on your own. For us as advisors, these partnerships allow us to deliver exceptional value while ensuring our clients return home feeling truly enriched.”
Truffle Concierge | Casa di Langa | Piemonte, Italy
At Casa di Langa, a sustainable luxury retreat nestled in the rolling hills of northern Italy’s Piedmont region, the art of the truffle is elevated to an experience of pure indulgence – set on the doorstep of Le Langhe, a UNESCO World Heritage Site. Here, the Truffle Concierge serves as an insider guide, helping guests procure truffles from local vendors in the region and navigate the world-renowned Alba White Truffle Festival, the annual celebration of Italian gastronomic excellence from October to December. For eight weeks, this coveted event transforms Alba and the surrounding Langhe, Roero, and Monferrato landscapes into a mecca of haute cuisine, where the elusive white truffles take center stage in one of Italy’s most prestigious culinary showcases.
For those who crave a more immersive adventure, Casa di Langa offers truffle hunting excursions right on its estate. Led by expert “Trifolao” and their highly trained Lagotto Romagnolo dogs, guests venture into hidden forest paths, following the intoxicating scent of truffles buried beneath the earth. And should they uncover one of these coveted culinary gems, the Truffle Concierge ensures a seamless journey from soil to table—whether through certified procurement and shipping, a perfectly paired wine tasting, or an unforgettable truffle menu crafted by the chef at its Faula Ristorante. For those eager to master the art of truffle-infused cuisine, hands-on cooking classes showcase the richness of Piedmontese tradition, utilizing produce from the hotel’s own vegetable garden and greenhouse, an exquisite homage to the region’s zero-kilometer, farm-to-table philosophy.
Equine Concierge | Cashel Palace | Tipperary, Ireland
Emma-Mai Roche, the country’s first Equine Concierge at the Cashel Palace Hotel, curates exhilarating adventures for guests across Tipperary’s Thoroughbred Trail. Cashel Palace is a luxury hotel in the heart of County Tipperary, two hours from Dublin. Its owners, the Magnier Family, have been at the heart of Ireland’s rich tapestry of thoroughbred racing and breeding legacy for generations, with their world-renowned Coolmore Stud just mere miles from the hotel. This passion for all things equine is expressed throughout the property and passed onto guests through an exciting program of equestrian experiences. McGrath has something to enchant every equine enthusiast, from the vibrant atmosphere of this summer’s racing events to the tranquil charm of exploring the county’s lush landscapes on horseback. County Tipperary promises an unforgettable summer experience for those seeking to delve into its rich equine heritage and local history and culture. The Racing Royalty Equine Experience offers guests of Cashel Palace an exclusive look behind the closed doors of the Magnier family’s breeding operation at Coolmore Stud and the training facilities at Ballydoyle. During this exclusive equine excursion, guests are immersed in world-famous racing royalty and follow in the tracks of legendary breeders, trainers, and thoroughbred horses. Guests gain unprecedented access to the hallowed grounds of Ballydoyle Racing and Coolmore Stud, the globally renowned partnership that has produced some of the world’s greatest champion racehorses, and learn about the incredible history of these thoroughbred institutions.
Northern Lights Concierge | Alyeska Resort | Girdwood, Alaska
Alaska’s skies display the multi-hued lights of the Aurora Borealis from September through April when the vivid and awe-inspiring blue, purple, and green colors of the Aurora Borealis reflect off the snowy peaks and glaciers. As daylight hours shorten and temperatures grow colder, the chances of viewing them increase. Once at Alyeska Resort in Girdwood, guests have access to a unique, complimentary service. The Northern Lights Wake-Up Call from the Aurora Concierge will contact each hotel guest when the lights are visible. That way, visitors never have to worry about missing the lights because they fell asleep. Alyeska Resort is Alaska’s premier year-round destination with 1,610 skiable acres, 76 named trails, and over 669 inches of snow annually, and is the only Alaska mountain on the IKON pass.
Running Concierge | The Westin London City | London, UK
Meet The Runner Beans, The Westin London City’s Running Concierge, Charlie Watson – Influencer, running writer and podcaster Charlie Watson, known as The Runner Beans on Instagram, is their “runWestin ambassador,” registered dietitian, and passionate multi-marathoner who travels around the world, Charlie offers invaluable insights and brings vibrant energy to the hotel’s various annual running events, and also engaging with athletes who stay for the marathon, and encouraging guests year-round to explore London on foot.
Outdoor Butler | Carlton Hotel | St. Moritz, Switzerland
Nestled in the Swiss Alps, the Carlton Hotel St. Moritz offers guests an extraordinary retreat enhanced by the expertise of its exclusive Outdoor Butler, Aleksandra. With an intimate knowledge of St. Moritz, Aleksandra helps guests curate the ultimate experience, from uncovering local gems to crafting personalized itineraries. The Outdoor Butler is available to guide guests through Alpine adventures, ensuring that their time is seamless and truly unforgettable. Whether trekking through snowy landscapes, scaling a summit, gliding over ice, or embarking on a high-speed ski tour, Aleksandra tailors each activity to create memorable moments in the Engadine. Images of the Carlton can be found here.
Pet Concierge at The Ritz-Carlton, Aruba
Guests and their pets at The Ritz-Carlton, Aruba, have access to an exclusive Pet Concierge who serves as the dedicated contact person for all pet needs. The concierge extends the resort’s signature service to each pet guest. It is available to all pet owners before their trip and while on property, ensuring any dietary restrictions or accommodation needs are satisfied. With the help of the Pet Concierge, guests and their pets will have an effortless and memorable experience during their visit to one of the Caribbean’s best destinations. Leveraging their veterinary background, the Pet Concierge is on hand to answer a wide variety of questions ranging from entry requirements to facilities, amenities, services, and transportation options, as well as recommendations for activities and restaurants. Based on each furry guest’s needs, the resort offers different bed types, bowl types, and a custom-built ramp to the height of its beds, as well as fully customized meals.
Personal Proposal Concierge at Casa Angelina, Italy
With a surprising and touching anecdote that as much as 35 percent of guests get engaged while staying at Casa Angelina in a given season, for the first time, the hotel will offer a Proposal a la Carte Menu under the guidance of a personal proposal concierge, offering a complete range of services for couples, such as arranging an elegant picnic for two under the stars; a private romantic candlelit dinner; a sunset boat tour with a swim at Li Galli Islands; or a fully-customized experience.
