6. Francesco Trevisan on Time as the Ultimate Luxury

In this episode of Luxe Visionaries, hosts Prof. Dr. Phil Klaus and Rebecca Gabbi welcome Francesco Trevisan, Best Young Concierge at Les Clefs d’Or and Belmond La Residencia, to explore what modern luxury hospitality truly means.

Francesco takes us behind the scenes of elite service, not just as a concierge, but as a curator, strategist, and experience architect for UHNW guests who treat time as their most valuable currency.

Time as the new luxury, why experience is the new ROI.

 “Every stay is an event. And events deserve to be extraordinary.”

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Transcript

SPEAKER_00 0:00

Welcome to Lux Visionaries, the talk show where the most influential minds in Ultra High and Living hear what will drive their success. In every episode, we sit down with the trailblazers redefining what this local, personal, and purposeful luxury truly means. Nothing here is cryptic or stage. It's unfiltered, unwarnished, and unlike anything you'll find elsewhere in the world of luxury. A few years back, I was hosting a dinner in Mallorca, and I do recall one of the guests saying that true luxury is having someone you can call no matter when, no matter the request, and have it delivered. And our guest of today can leave the next place. Francesca Trevisan has been mastering the art of consent money for some time now, and he definitely made an impossible happen for the same luxury entity. So join us in today's episode as we show you how important it is to anticipate and understand the preferences and needs of ultra-high member individuals. As you know, my name is Rebecca Gabby, and I am vice president at Lux ⁇ Lux, and I will be moderating this episode. We also are going to have a co-host, Professor Dr. Phil Cloud, who's co-founder of Lux and Lux and awarded Luxury CX strategist. So, Professor, the floor is yours.

SPEAKER_02 1:22

Good morning, good afternoon, and good evening to our audience around the globe for this episode of Lux Visionaries. Today we're focusing on something that's very important in terms of the tourism and hospitality experience. As we all know, because we traveled around the globe, every single one of us, one part that is crucial in terms of delivering our experience, in particular in hotels, resorts, and everything that comes with it, is the famous consequence. You know, these people that hold the power, that give you the right advice, they know exactly what you want before you speak it out. And today we are very honored to have one of them with us, Francesco Trevisan. But he's not only one of them, he's, as a matter of fact, the best there is in Spain, so I've been told officially. So without any further ado, Francesco, tell us a little bit about yourself. And what's with the title, with the title being um Best Concierge? How did that go?

SPEAKER_01 2:25

Good afternoon, everybody, and thank you very much, uh Dr. Klaus, for the introduction. Thank you very much, Rebecca. It's a great honor to be here with you today. And uh yes, so uh as you correctly say, uh Klaus, I had the honor uh to be uh awarded uh last November uh with the um prize of best concierge, best young concierge, actually, under 35 years old in Spain. Um this award is part uh of our association. Uh, you know that all the concierge of luxury uh properties, or most part of them, we are affiliated uh at Le Cle d'Or Association, which is an international association that put together uh the concierge of the best property around the world, luxury hotel around the world. And uh each year we make uh uh little contest uh between the uh next generation concierge, uh the the um under 35, as I was telling to you before. And uh I had the great honor to win uh exactly last November. So, and the the great responsibility to represent Spain uh during our international congress uh a couple of weeks ago in Madrid, uh, when we had the international award with the other uh young concierge from uh all around the world, and it was such a nice experience, really a great blast and uh uh great honor to participate there.

SPEAKER_02 4:11

Congratulations! Two questions regarding that. Is it always on on a country level? And then is there also a European competition, world competition, or is it country country?

SPEAKER_01 4:24

It's uh actually a national competition, of course, it's a friendly competition. I always would like to highlight that it is a friendly competition, as uh our uh uh motto is in service through friendship because uh we are a great partner uh uh between everybody. We have a great partnership internationally, but yes, it's a national contest and a worldwide contest. There is no uh European step.

SPEAKER_02 4:51

Okay. Uh and how do you get that? You know, what is the um how shall I say, what's the benchmarking principle? Was there a survey sent to the guests, or what is it based upon peer review, or what are the uh the requirements to even get into this competition, besides being below 35 years, of course?

SPEAKER_01 5:15

Of course, you need to be a member of Le Cleador, uh, and you need to be voted uh through your uh regional um section of Lecleidor. Your regional section vote for a young concierge, and after there is uh the national step, all the concierge from all the region of the country, in this case, of course, Spain. We were uh nine uh candidates this year. Uh we had uh uh to make some uh assessment, written assessment and oral assessment and uh video assessment. And the um at the end and the at the end of the of our national congress, um we had as well a chat and oral exam with the um the committee, national committee of uh uh senior concierge, members of Leclerc, that they evaluate our assessment and uh the sum of the points, uh get the the best. Of course, it's a question uh as well of uh commitment that everybody of us put uh all over the last season, and uh of course that the we had good uh uh feedback from the guest. So it's a mix of all these things, but we need to make uh some assessment based on our daily job, of course.

SPEAKER_02 6:45

Okay, and interesting for me is uh so there are two columns under 35 and then everybody over 35, or is are there more age ranges?

SPEAKER_01 6:56

Uh no, the the the competition is just for the under 35. I mean, uh there is no senior competition. Uh I think as well, it's something that is really good to keep you know our association alive because with uh the ideas of the young members of the young people that they are part of this great uh uh society, I think that uh it's always good to keep alive you know our traditional association. We are um we are almost uh in a couple of years we will uh we will be almost 100 years old as association. So you know we need to keep uh the flow up and uh to always put new new ideas and new concepts. And I think that as well, this competition that I always would like as well to say once again this a friendly competition is something that permits to us to you know improve and uh to give the new to give the opportunity to the new generation to grow up as well professionally and personally with the association.

SPEAKER_02 8:05

And you as a representative of this new generation, are there would you like to share some thoughts with us, some insights? Where do you think future opportunities are? What kind of things need to change, where you need amendments, what are the challenges, opportunities?

SPEAKER_01 8:23

Of course, uh the main topic, in my opinion, once of the main topic is uh our relationship with the technology. Uh now technology is playing, of course, a big role in the uh hotel uh sector and in the tourism sector in general. So we have a lot of tools that they will help us to. I think that these tools will help us more to have more space for the relationship with the guest because uh we in our daily routine we dedicate a lot of time to make some uh mechanic tasks, uh, as in all the sector, in all the businesses, and as well uh in a hotel, in a luxury hotel, you need to dedicate a lot of time to make something mechanic. And I think that these tools, the new um uh, for example, artificial intelligence, uh, on the new technology application, they can help us to make us free of these uh mechanic tasks and uh give more space to the relationship to create more the details with the guests and their relation, the personal relation with the guests to discover uh their taste uh and their passion, their hobbies to tailor made at best the stay of the of our guests.

SPEAKER_02 9:50

Ah, that's interesting. So, and um to summarize that, you're saying artificial intelligence and these tools pretty much can help you saving time or dedicating other tasks that are very, how shall I say, non-beneficial for the guests, a way so you can focus on building guest relationships?

SPEAKER_01 10:12

Yes, definitely. I I believe that could be like this. Uh, I cannot, for example, that uh uh this year uh as um everybody, all the best uh and the most important companies of luxury are starting to approach with this uh application. I can see that to definitely the situation, the management, for example, of uh our mailing request that we have thousands you know per month, it's better managed, and we can dedicate ourselves more to this uh to to craft the relation with the guest. I see that. I have this perception.

SPEAKER_02 10:57

Oh, yeah, absolutely. Perceptions are reality, as we always say, and we want to find out what your perceptions are because you know it better than anyone else. For me, it's it would be interesting to know how did you end up being a concierge in the first place or ending up in tourism hospitality? Was it like um one day during high school you said, oh, this is really what I would like to do? Or how do you end it up there?

SPEAKER_01 11:24

Uh look, it's uh it's something that uh I think that uh I have uh inside of myself a great passion. But of course, for example, me, I grew up always uh uh with uh a little bit of the taste of the tourism. Uh my grandfather uh used to run a bar uh very close to Venice from where uh I am born, and so uh since when I was little, I was always dealing with different cultures and uh speaking with a lot of people, you know, growing up, seeing a lot of people. Um so uh when I grew up, uh I studied, of course, the high school tourism, uh, and I didn't realize that this uh role uh existed those times. Uh but uh once I had after the university uh my first um internship, I was uh at the Westing Palace uh in uh Venice. I started to move my first steps in hospitality as a housekeeping supervisor, but I saw that uh at the conscience desk there was always uh a lot of uh things happening, so I have a natural propension for the uh relationship with people, and I say I think that my uh right side could be there, so I start later to move uh uh my first steps in the front of house roles, and definitely was uh the the the good things because uh uh I had pretty much success in this role, and uh I of course tried to keep in gun.

SPEAKER_02 13:19

So what is it that attracted you? Was it just like ah there I could be together with people, or I can figure out what people want, or I can assist people? What was it in particular?

SPEAKER_01 13:34

I mean, of course, the connection that you they that you can make with the guests, the level of engagement that you can uh make with uh all the different guests, and uh the opportunity to learn something new every day because uh um the guests uh they can ask everything to you. Uh so you need to be prepared in a lot of things. And when you are not prepared, because of course you can't be a genius, you need to learn a lot, and you need to learn from your colleagues, of course, you need to learn from the guests, and you need to learn from your external partners because we work a lot with the external world. We are the main connection between the property, the guest, and the external partner. So these things to create connection and to learn, they move my passion and they move myself to go to start with this uh uh role with the concierge world.

SPEAKER_02 14:37

That's quite interesting to hear because most people always uh think you're front of the house, so you're connecting to the client, but you're exposing us to a completely different kind of profile that you also have external partners that you have to take care of. Is your approach to the external partners different than the one to your guests?

SPEAKER_01 14:58

Yes, of course. Uh, we need to have a lot of relationship with our external partners because they helps uh they help a lot uh in our daily operations. So we need to take care of all the stakeholders, as you correctly say, starting from the guest, but as well as the external. And yes, the relationship is uh different because uh the guest we need to communicate, of course, um, the value that this external partner can give to the guest and to the stay of the guest. So we are always looking to the best partner, the partner that they can fit, uh that they can match with our brand, because with the values of our brand, and that they can communicate these values uh and sharing these values uh as well with us and as well with the guests.

SPEAKER_02 15:55

What are these values? Oh, sorry, what are these values, if I may inquire, Francesco?

SPEAKER_01 16:01

Of course, uh the the um the third parties they need to transmit the same level of course of uh luxury that our brand uh communicates, and they need to be in line, for example. Uh, to give you an example uh of our actual operation of our day-by-day operation, uh, you know that I'm actually working for Belmont, which is part of the group L VMH, uh, of course, based in Majorca at the moment, at Belmont La Residencia, and the new trend of uh uh this season of 2025 season is to communicate to the guest a new pace of travel. So we are starting to create uh experiences that connected the guest uh with our way of life, with the Mediterranean way of life, so something that is a little bit slower to enjoy the daily uh uh luxury of every day. So, for example, having uh I don't know um a hiking at the first light of the morning with an expert guide of national geographic that can show you the most hidden spot of our mountain, uh, and uh explain to you something uh with uh you know some passion and some uh tools that uh are part, for example, of National Geographic, you know, something really particular to leave the journey and the stay with a different pace. So the guests are always you know busy because they are coming from a big city. Uh, for example, we have a lot of uh USA guests coming from big cities, so they needed to uh retake this contact with the nature and with the daily routine in the most luxury way, of course.

SPEAKER_02 18:09

I couldn't agree more because our research points out that slow tourism or what we recently introduced, slow yachting becomes more and more relevant for the guests, so they're looking for authentic and immersive experiences. And the way you describe it to me, Francesco, resonates with our work because, in a way, if I understand you correctly, you're saying before the hotel was the focus point. Now, the way you describe it to me, it sounds more as if the hotel is the starting point from which you almost delegate or manage other experiences, so it's more like the base scan.

SPEAKER_01 18:52

Definitely, definitely could be a good interpretation. This uh, because of course, um, as you correctly say, the hotel is such a nice base here because uh uh, of course, is such a um a particular and sophisticated location here, as all the other Belmont properties. But yes, it's important uh as well to communicate the surrounding and uh the authenticity of uh um the region in which we are operating, the culture, and transmit you know, this new flow and this new concept to everybody, and trying always to find something uh really special. I think, in my personal opinion, I've said uh other times as well that all uh the stays, all the vacations of our guests are an event because, of course, the value that they put uh in they've stay with us, it's uh pretty much IG. So we need to find always something special uh to make these events really great.

SPEAKER_02 20:10

Makes sense. So the trends that you are describing and that we uh agreed upon, when did they emerge? Was it recently post-COVID? Or when was it that you could see more and more people are looking for these kinds of experiences?

SPEAKER_01 20:27

Definitely uh post-COVID. I think that this concept increased a lot because uh people they uh felt that they were probably missing something and they were probably they probably lost time uh when there were the the lockdowns all over the world. So I think that people really uh now they are giving another value uh to their time. I think that now the time is uh not spent but invest, as we are saying in Belmont. So they would like to invest their time and uh not just spending time on holiday. And I think that we have a great responsibility, everybody who are working in a tourism operation, especially the hotel, because we are playing with the time, and the time is an asset, time of the people is an asset which is one of the most important in life. So we need to evaluate the time in the best way as possible.

SPEAKER_02 21:35

I couldn't agree more with you, Trevi, Signor Trevisan, because uh, when we look at it in our MEPA framework, which highlights what matters most to the ultra high net worth individual, the famous last part is achieving time savings. And time is the number one currency for the people that you are catering to, your clients, the ultra high network and high net worth individuals. So you Being on Mallorca, which some people probably think of it um partying, you know, I would say it's a paradise for bicyclists.

SPEAKER_01 22:10

There is a lot of party, but yeah. No, I mean uh um yes, correct. Uh, this I think that the imagination of the island in the past uh uh 10 years uh was more linked with uh the party, of course, because uh well, yes, we are close to Ibiza. This is a region uh in which there are a lot of uh um leisure uh situations, of course, but definitely in the last 10 years, especially the last six, in my opinion, we are definitely changing and probably already complete this process process. We changed our face, uh, and all the luxury properties, they have a flagship property here already open or opening in a couple of months or in a year. Uh, we have all the best brand, we have St. Regis, we have Belmont, we have four seasons in six months. Is opening Mandarin Oriental, a lot of great boutique hotels, so uh the luxury collection of Marriott is present science years. So I think that the market now, in terms of luxury, is already really competitive, and uh we changed this uh face that we used to have uh 10 or 20 years ago, and now we are really um uh prepared to receive you know these uh uh the guests that we have, the Hagnet World people that we were speaking together before. So I'm definitely as well uh proud because the is the the market now and the scenario, the panorama is really dynamic.

SPEAKER_02 23:51

That sounds exciting, and it also uh again mirrors our research. That uh, and I wanted to ask you if you can see that too. One of the trends that we are seeing is and you pretty much scratched already on the surface a little bit for that, is that we see more and more people want to have off the grid authentic experiences, so not the main attraction, but something more immersed with the locals and something unique and more authentic. Can you see that where you are?

SPEAKER_01 24:23

Yes, definitely, yes. Um in fact, we in general spend a lot of time uh in the pre-stay um uh phase before the guest uh is coming. We are spending a lot of time in the creation of the itinerary of our guests because they are actually looking for uh the things that you you said. So they are always looking for something different because, as you know better than me, uh this kind of guest uh they see already a lot of things and almost everything. So we need to dedicate a lot of time in the press day um first step, uh, because we need to communicate and to find um the right experience that they can match with their personality and with their expectation, of course, because the expectations are always uh higher, and so and increasing a lot, exactly. The expectations are increasing as well because of the competitive set that we have now. Since uh few years we were you know a couple of properties in the luxury sector in the island, and now we are pretty much so we need to find you know always uh the distinctions point with everybody, our signature experiences and uh Francesco.

SPEAKER_02 26:04

Yeah, Francesco, uh, are you doing this work? Meaning, do you communicate directly with the client and then you look also for the offers, or how does it uh how is that divided? Because most people wouldn't think of a concierge also being uh for lack of a better word, you're doing also market research, you know.

SPEAKER_01 26:24

Definitely, definitely. Uh, we have uh as well a commercial uh role because we are sometimes selling as well, uh uh, first of all, our properties and the services of our properties, uh, which is the most important things, but definitely the the things outside the services, the ancillary services outside. Uh we we are playing uh a big role with this. Um and yes, we communicate directly with the guests most of the time, but a lot of time, especially if they are uh um famous or uh pretty known uh uh guests, uh, we need to communicate with the assistant and uh to craft together the itinerary with the assistant, based of course on on the guest upon the guest preferences. And it's uh quite uh hard work that I really enjoy, of course, because if you if you are not enjoying it, you can't do it, definitely, because it's a lot and a lot of requests, and I'm sure you probably already know uh pretty much about this. So you need to stay focused and to really like what are you doing because otherwise you are lost.

SPEAKER_02 27:47

I can see that. So tell me what is I mean, I can imagine that you also have some fun going out there and scouting this authentic experiences because, in a way, you have to test them before you offer them.

SPEAKER_01 28:01

Of course, of course, I mean our network of Le Cleador it is playing in this um situation a key role, definitely. Uh, because uh uh all the concierge involved in Lecleidor association, we are exchanging, of course, uh opinion about the experiences that we are making. Of course, the third parties sometimes they are inviting us to try their services uh in order to share the information with the guest at best, of course. So having the panoramic idea and the best idea as possible to share with the guest. Uh, and I think that uh in the association in this case is uh really important, is fundamental because uh uh exchanging a point of view and ideas with people who are making the same uh job as you uh is something really fundamental because you have you know um uh the same point of view, you can understand uh and you can you know make a good scan of the provider and of the experience. So it's really important for me uh be part of Leclerc for this reason, and uh you know, because we have as well um this kind of relationship with the partner. Um, they can invite us, of course. Where when they are not inviting us, me, I invest, of course, my personal time and uh to experience something because it's always important for me. I can't stay at home at all and stay quiet at home. I need always to knock uh to some of our providers' door and try uh to see if I can really sell that experience, that restaurant. And so it's important for me trying and it's important for me the feedback of my colleague.

SPEAKER_02 30:07

Your curiosity might be also one of the reasons that you're the best concierge in, of course.

SPEAKER_01 30:15

If you are not a dynamic person, you can't be really a Lecle d'Or concierge because if you like to stay at home, it's difficult that the things are happening. You need to try, try, try.

SPEAKER_02 30:29

Thank you so very much for also sharing this insights because some of us might think that um the role of your associations and the exchange with your colleagues, because most of us probably think, why would Belmont talk to Mandarin? Why would they talk to them? This is competition, why should they give away these things and so on?

SPEAKER_01 30:52

We find actually our force with the competition because probably the brand are competitors, but uh the concierge will definitely have a great relationship with us because you know, sometimes the guest can't be my guest today, but tomorrow can go at four season and the day after at Mandarin at Six Censes and whatever. So we need to be you know really well connected uh between uh each others as well to tailor made that best, you know, day or stay. Because if I know something before, and uh I have a guest that is uh you know going in another property, and I have a connection in that total, which is probably 800%, because you know, we are almost 4,000 members all over the world, so we speak between each other and we always you know leave something special in the next property, and we exchange information with a colleague, and uh these information are really important to tailor made at the maximum the stay of the guest.

SPEAKER_02 32:01

That sounds great. Uh, I know I need to be aware of the time, Rebecca properly signaling me. One question I have for you, Lef Francesco. What is for you the most for you the most rewarding experience of your profession?

SPEAKER_01 32:19

The most rewarding experience, you mean in terms that uh something that I would propose to a guest or in my career in general?

SPEAKER_02 32:27

What do you like most about being a concierge? And what for you is the moment where you always say, ah, this is why I'm doing that.

SPEAKER_01 32:36

Really, no, what I like is uh, of course, when uh I have uh um such a great feedback from the guest, when I can see a guest happy uh with my suggestions, definitely this is the best reward because you know when you work really hard to uh create uh itinerary for the guests to create their experiences, you know, to put together uh all the experiences of their vacation, uh and they are happy. This is the best reward. And sometimes you know, guests they come back because of you, because they recognize your effort, and for me, this is the most uh important reward. And of course, what I really like is be part of Le Clay d'Or, uh, which is such an important asset for our daily routine. I made a lot of friends, and uh I definitely uh would like that you can interview some of them as well because I'm sure they can share some other interesting point of view.

SPEAKER_02 33:40

Thank you so very much, Francesco. I guess every one of our viewers will immediately see the passion that you have for your friends and for your association and for I hope so.

SPEAKER_01 33:51

I hope so, I hope so.

SPEAKER_02 33:53

I think without any doubt. And I also love that you gave us a completely different appreciation, not only of uh how you see the importance of the client experience, but the role of the concierge. I mean, most of us we we don't get to see and we don't get to know all these things that come with it, from market research to uh um building relationships outside and inside the organization, the role of the association. For me, it was quite fascinating and educational. So thank you for sharing.

SPEAKER_01 34:28

I'm so glad. I'm so glad that uh you can uh have this perspective. And of course, when you would like to go more deep, you know that uh I will be more than happy to help you, and uh our network will be more than glad to help you as well.

SPEAKER_02 34:42

Oh, that's a marvelous invitation, and I'm most certainly we'll get back to you regarding that one. And for all our viewers, when you come to Mallorca, it's clear that you have to come to the Belmont to talk to Francesco Darren. Of course, please, please looking forward to what we want to come after all this insight.

SPEAKER_01 35:03

I will expect a long queue at the Conciergio La Residencia.

unknown 35:07

Exactly.

SPEAKER_02 35:09

Perfect. So thank you again for joining us. Thank you for sharing the audience. It was delightful.

SPEAKER_00 35:17

And that's a wrap on today's live stream. If this conversation inspired you or gave you something to think about, please do us a favor. Follow, subscribe, and share it with those who appreciate real time. The future of lecture is incoming, it's already here. And we're giving you the front row feed. So until next time, stay bold, stay curious, stay business.