The W Insider connects, differentiates and elevates the guest experience with extraordinary experiences. The W Insider creates an Insider Culture at the hotel - with guests, the team and the community. Anticipating and uncovering what will WOW the guest, and empowered to act, the W Insider uses networks, relationships and access to connect the newest, latest and coolest to the W brand and the W guest.
The W Insider brings to life the W core value of ‘Insider’ for the W guest and allows W Hotels Worldwide to activate this key brand differentiator in a way that creates both valuable and memorable experiences for our guests, ultimately driving loyalty to the W brand and providing hotels a way to differentiate themselves in the ever-growing lifestyle hotel marketplace. The position ensures that there is someone available at key times to focus entirely on providing guests insider tips and information on the city they are in as well as creating WOW moments (both big and small) that come to life during the guest’s experience at W.
Unlike other guest-facing talent who have another primary function beyond interacting with guests and providing inside information – like a Welcome Agent accurately processing a check-in or check-out or a Concierge responding to guest inquiries and phone calls –the W Insider has this as their primary role. The role of interacting with guests personally, ensures a more enhanced guest experience and more frequent activation of the ‘Insider’ core value, which in turn leads to greater congruency between W’s promise of insider access and the actual delivery of the experience.
50 % - ENGAGE FACE-TO-FACE
Build guest relationships in the hotel
Take them through the experience
The position’s primary function is to interact with and provide insider connections to as many guests as possible in the areas of local hot-spots including new and hip boutiques, restaurants, galleries, design points of interest, and B&F. The W Insider should also promote and attend property Happenings (interact with attendees, assist hotel guests with entry and participation, etc.).
In order to execute the above tasks, the W Insider must also have the connections and ability to network in the local community and hotel and build relationships with the types of people and locations who can provide exclusive access for the W guest. The W Insider will need to spend a certain amount of time outside the hotel in order to effectively build networks and connections.
Additionally, the W Insider proactively monitors Living Room activity, spending most of their shift interacting with guests. They use “aggressive” vs. passive hospitality skills to proactively approach guests and engage them in conversation, inquiring about their experience and discovering special preferences and needs so that appropriately matched recommendations may be offered and surprises planned. The W Insider should remain accessible to guests and Talent throughout their shift.
Position should be present during peak morning and/or evening hours in order to interact with the most guests possible. The recommendation is that the position be present from approximately 3pm to 11pm Tuesday to Saturday in order to maximize contact with guests who are returning from meetings or shopping and who can be helped with evening plans. This allows the W Insider to connect with guests who are coming to the Living Room for assistance with restaurant recommendations and bookings. Position is not located at a desk but circulating the Living Room entrance area or other high traffic areas.
25% - COMMUNICATE & PERSONALIZE
In-stay WOW and Recovery (FIXER)
The W Insider should review all relevant communication throughout shift: group resumes, daily event sheets, Master Arrivals Report, WHO listings and activities within the city. Research any WHO guests so as to be knowledgeable about these guests and their potential likes and needs. Contact these guests or their personal assistants in advance for more insights and to learn about ways to personalize their experience.
The W Insider is not responsible for acting as a traditional ‘Guest Relations Manager’ for all WHO/CEM/SPG guests, but they should know who these guests are in order to pay special attention to them and customize their stay. Coordinate pre-stay outreach, in-house communication, and post-stay personal contact with guests. Ensure that special recognition of SPG membership is provided to guests when possible. The W Insider should also assist and work closely with high-end guests such as celebrities, dignitaries, and top Sales team clients, to ensure close personal attention and a seamless experience.
Acts as a key advocate for the guest at all times. Communicates any guest opportunities they are made aware of through guest interactions in a timely manner to relevant operating departments so that appropriate action to resolve may take place. Personally follows up with guests after resolution to ensure satisfaction. The W Insider should facilitate communication between shifts so that any ongoing issues are followed up on seamlessly. Ensure that all discovered guest preferences or opportunities are recorded in StarGuest.
25% - NETWORK & COLLABORATE
Cultivate your local city network
Collaborate with GM, Music Curator, B&F, Sales, PR and Marketing
Become the go-to
Present at Team Meetings
The role should liaise with the Director of Sales and Marketing (or Director of Marketing) and Marketing Manager to brainstorm on opportunities that exist that the W Insider can use to bring to life for the guest. They should also work with Marketing Manager on key PR events and W Happenings and act as an Ambassador for the hotel, representing the ‘Insider’ aspect of the brand and property. They should also work with the Marketing Manager to generate social media content.
Attend daily operations meetings/stand-up to participate in sharing of daily activity, WHO arrivals, and establish communication for the day
Present to Executive Committee of hotel on a regular (monthly or bi-weekly) basis on the topic of insider events, ‘hot spots’ and happenings that they have uncovered for guests and how that supports the hotel goal of providing insider access.
Duties and time spent on various tasks should vary based on property type/location – eg. high profile primary market and location with frequent celebrity visits versus secondary market with few celebrity WHO/VIP guests and primarily business travelers.
Specific Job Knowledge, Skills and Abilities
Excellent networking and communications skills
Excellent and in-depth knowledge of the local area and in particular lifestyle focused events and locations that are connected with fashion, design, entertainment, music and B&F.
A genuine personal interest in lifestyle events and information that is close to W’s core values and brand positioning
Excellent interpersonal and problem resolution skills with an outgoing personality and ability to work as part of a team
Excellent communication and organization skills – ability to handle multiple tasks at once and follow-up whenever needed
Basic computer skills, preferably including but not limited to Microsoft Word, Excel, and Starguest.
Walking and standing are required most of the working day. This includes through the Living Room where music levels may be higher during evening hours. Length of time for these tasks may vary from day to day and task to task.
Any combination of education, training, or experience that provides the required knowledge, skills and abilities. High School or equivalent, college degree preferred.
Experience working in a lifestyle-related business or environment would be a highly positive attribute
Regular attendance in conformance with the standards, which may be established from time to time, is essential to the successful performance of this position.
Due to the cyclical nature of the hospitality industry, talent members may be required to work varying schedules to reflect the business needs of the hotel. In addition, attendance at all scheduled training sessions and meetings is required.
This position description is not an exclusive or exhaustive list of all job functions that a talent member in this position may be asked to perform from time to time.