Why Hospitality Is Not a Job, It is a Lifestyle | A. Burak Ipekci

The Future of Concierge Services in HospitalityMost hotels can sell a room. Very few create a feeling guests remember - and Burak Ipekci explains why the concierge is often the difference between an overnight stay and a true hospitality experience.Mauricio Schuler sits down with Burak Ipekci, award-winning Head Concierge and Guest Services professional at the Royal Horse Guards Hotel in London, and General Secretary of Les Clefs d’Or, the Golden Keys association spanning 4,000 members across 80 countries. Together they unpack what modern guest experience really demands, why hospitality is still a people-first business, and why the future of concierge is far more human than transactional.You’ll hear how Burak’s career began with a summer job at 17 and evolved into decades of front-of-house leadership across New York and London, including launching new concierge desks, leading teams in massive city hotels, and representing the global concierge community. He shares the leadership lesson that changed his path forever: don’t just pick a job - pick a boss who sees your potential and accelerates it.We break down how great concierge teams create the elusive “home away from home” feeling through empathy, authenticity, and strong internal communication. Burak explains why the best guest experiences are never fake, why a hotel without human connection becomes just a “bed factory,” and how seasoned concierges shape everything from repeat stays to team culture.The conversation also gets honest about the industry’s biggest challenges, especially post-pandemic recruitment and the struggle to attract young talent. Burak argues that hospitality is not a job, it’s a lifestyle - one built on long hours, constant learning, and the payoff of making someone’s day unforgettable. He also shares how mentorship, early exposure, and on-the-job training can turn curiosity into a career.Finally, Mauricio and Burak tackle the rise of AI and what it means for concierge service. Burak’s answer is clear: technology is a tool, not a threat, and the future belongs to hospitality professionals who know how to use it without losing the emotional intelligence guests actually remember.Essential listening if you care about guest experience, hotel leadership, talent attraction, or the evolving role of concierge in a tech-driven world.Find more information about Schulering on our website.Follow us on other social networks:Linkedin Youtube Instagram Schulering: Evolving Hospitality through Learning.