If you’ve ever wondered about the golden crossed-keys pins that some hotel concierges in Mallorca (and around the world) wear on their jacket lapels, read on to find out more about this elite sector of the luxury hospitality business. These concierges are members of the global professional association known as Les Clefs d’Or or, in Spanish, Las Llaves de Oro. Around 4,000 members of this association work in over 80 countries and 530 destinations all around the globe.
Las Llaves de Oro – the Background
The association of Les Clefs d’Or was officially founded in Paris in 1952 as a not-for-profit organisation, although its roots date from 1929. Concierge members in the French capital would share their knowledge and contacts to help guests gain the most from their stay.
Today, friendship and service are still the foundation stones of the association. These concierges may work in hotels that compete with each other for business, but they share a common desire – and what they know about their locality – to set new standards of hospitality for their guests.
In Spain, Las Llaves de Oro was founded in 1962 and comprises more than 150 active members across six regional delegations – one of which is the Balearics. These members have met the exacting standards and gained the experience, knowledge, and peer respect that the association requires before awarding those golden keys.
What can the Golden Keys Concierge do for you?
The short answer could be, ‘What can’t he or she do?’. These concierges are local insiders par excellence. Their expertise and enviable contacts make a variety of requests possible – from restaurant or attraction recommendations to a one-off wish that may seem unattainable.
Pep Toni Ferreiro, head concierge at Deià’s renowned hotel La Residencia, says, “A concierge works like a ‘dream weaver’.” For the increasing number of Americans who visit Mallorca as part of a European or Spanish tour, this means making the most of even just a few days on the island.
You want to propose to your partner in an isolated romantic setting? Celebrate a birthday with a gourmet picnic while a guitarist strums Spanish classical music? Savour a favourite brand of spirits that’s not available in the hotel bar? Have a hot-air balloon ride at sunrise? Make a private visit to a bodega for a tutored wine tasting? Your golden-keys concierge can make these – and other requests – possible, thus creating lasting memories of a Mallorca that many visitors won’t experience.
The golden-keys concierges are personable, friendly, and discreet, in addition to having expertise and a wealth of local knowledge. Whether you’re staying in your chosen hotel’s most modest guest room or its top suite, they are there with a smile and the ability to achieve what may sometimes seem unachievable.
Las Llaves de Oro in Mallorca
The Balearic delegation of Las Llaves de Oro has 35 members, with the majority in Mallorca. It’s led by Pep Toni Ferreiro, head concierge at La Residencia, a Belmond Hotel. As well as Belmond, the other international luxury hotel groups in Mallorca where you’ll see the golden keys worn are Gran Melià, Jumeirah, The Luxury Collection, Four Seasons, Mallorca Collection, Pure Salt Hotels, Nixe Palace, Iberostar, Virgin Limited Edition, and Zafiro. Needless to say, a concierge wearing Las Llaves de Oro is a mark of prestige for the hotel.
In addition to the hotel concierges, there are honorable members of Las Llaves de Oro representing businesses serving the luxury tourism market in the Balearics. These include Le Luxure (experiences and more), Smart Yachts (charters), The Label & Co (event organisers), Sixt (rental cars), and Lio Mallorca (the hot new dinner show in Palma). If you need a top-of-the-range car, to charter a boat, or to arrange a special event, for example, these are the go-to companies.
I was recently invited to attend the third Educational Day for the Balearic Delegation of Les Clefs d’Or/Las Llaves de Oro, which took place at the elegant 5-star Hotel El Coto in Colònia de Sant Jordi. The enthusiasm and camaraderie of the delegates greatly impressed me. These are people dedicated to serving their guests.
As Eduardo Salazar, managing director of Le Luxure, told me, “We’re here because we love what we do.” As do the discerning guests who choose a hotel with a concierge wearing the crossed golden keys.
Jan Edwards©2024
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