I was in a strange land at a strange hotel for a few days last week, looking to do not-so-strange things like play a round of golf and eat at a good Italian restaurant.

Where would a stranger find out the best places to do these things?

Two places, actually.

1 – I asked the “regulars and locals” and listened as word-of-mouth directly affected my decision-making for what I chose to do, where I chose to do it, and who got my cash for it.

2 – I went straight to my concierge.

Every time I tried to talk to my C-man, there was a line about 5 people deep (which is actually where I got the most word-of-mouth action, because we were all talking about what we wanted to do, what we had done, and who got our cash for it).

When I got to the front of the line and asked my question-du-jour, I felt like I was talking to an Authority figure, an expert on entertainment, and listened intently.

And I took his advice every time.

If your business is 65% tourists (like ours), you better have a strategy on how to get the hundreds of concierges on your side.

Because they have the keys to the customer’s castle . . . and their wallets, too.

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