Guests who still prefer to speak with someone can call and speak with a staff member from one of the concierge teams at Aria or Bellagio.
During MGM’s Q1 2025 earnings conference call, CEO Bill Hornbuckle referenced the company’s shift to digital services.
“In the front end of our business, we’re beginning to see more and more digital interaction, whether it’s concierge or call centers,” he said. “The digital interface, which is probably carrying 80 percent of the traffic now, is [proving] to be very productive. And so we’re going to continue down that track.”
Public commentary on the change is mixed, though many online posts suggest the move was inevitable in the smartphone era.
On TripAdvisor, one user wrote: “Sad to say, but the days of the concierge are bygone. We have everything we need in our pockets to get the same job done. Ninety-nine percent of the patrons don’t need their services any longer.”
Similarly, a Reddit user commented: “Honestly, the days of the concierge are over. It used to be they knew how to book luxury car services or get great seats to sold-out shows. Now the internet has replaced all that. Concierges these days mostly just answer questions that any front desk staff can deal with. … For high rollers or VIP guests, the hotels still have guest services staff that can arrange things. They’re just not called concierges.”
While MGM may be making headlines for its decision, many hotel brands have been exploring digital concierge solutions for years. For this reason, startups like SelfServe and well established companies such as Canary Technologies now offer these tools to the industry.
However, not all hotel brands have moved away from in-person service. Orascom Hotels Management, for example, won Hospitality Technology’s 2024 Hotel Visionary Award for creating a hyper-personalized guest experience that hinges on its Experience Ambassadors. The brand has leaned into the idea of a dedicated personal assistant for hotel guests and has even eliminated the front desk.
Upon arrival, ambassadors handle guest check-ins via mobile devices. Each ambassador then provides guests with a business card featuring a QR code linked to WhatsApp, ensuring 24/7 direct communication. Whether it’s ordering room service, booking a dinner reservation or arranging private excursions, guests have one consistent point of contact.
While each brand needs to determine for itself how best to serve its customers, what’s clear is that the role of the concierge—whether digital, human or hybrid—is evolving. Some guests value the speed and convenience of a smartphone interface; others still appreciate the personal touch of a knowledgeable staff member. The most important factor is knowing what your guests want and expect from your brand. Whether moving toward automation or doubling down on human connection, the decision will shape not only the guest experience but also how your brand is perceived—and, ultimately, your bottom line.
