Concierge Corner: Frank Laino

Executive Head Concierge, The Stafford Hotel, London

Executive head concierge Frank Laino, outside The Stafford Hotel // © The Stafford Hotel

With more than 20 years of experience as a concierge at The Stafford Hotel in London, Frank Laino has had quite his share of guests and requests. As such, there also aren’t many other hotel concierges with their own monthly Web site newsletter (“Frankly Speaking”). We asked the experienced concierge for his insightful tips and recommendations for navigating through his hometown of London.

What should visitors to The Stafford Hotel expect when they arrive?
A warm and sincere welcome, and a genuine sense of place. We are a quintessentially English hotel.

What makes The Stafford Hotel so unique compared to other London hotels?
The real feel of a private home that you have been invited to stay at. Our world famous 350 year old Carriage House rooms also embody this, as they are totally unique.

What types of activities or sights do you usually recommend for clients, especially for first-timers and/or repeat visitors?
For first timers, I try to recommend that they don’t try to do too much — London rewards those people who take their time. Take a walk around the Saint James’ area where The Stafford Hotel is located. There is so much history here that you will start to understand how much London has to offer. Then, whether you are wealthy or not, jump on the double-decker bus tour to orientate yourself. The guides are very informative and have a lot of amusing anecdotes.

For the repeat visitor, I tell them to keep up to date with the latest events, exhibitions and theater productions by logging on to “Frankly Speaking” on the hotel’s Web site. Get off the beaten path and see some of London’s lesser known attractions. My personal favorites are Highgate Cemetery, Chelsea Physic Garden and The Geffrye Museum.

What are some of your personal favorite places or things to do in and around London?
In town, I love the Cabinet War Room — Winston Churchill’s war time HQ — it is so atmospheric and a reminder of our finest hour. Also, The Queens Gallery is often overlooked. It is next door to Buckingham Palace and houses the private art collection of the monarch. Out of town, I’d say that the Hampton Court Palace is a place I go to often and never tire of.

If there’s one thing tourists often overlook while in London, what is it?
Go for a walk in one of our wonderful parks; Saint James’ Park and Hyde Park are both nearby to The Stafford and have some stunning views.

How do American guests differ from other international guests?
In my experience, most visitors to The Stafford from the U.S. are really looking to make a connection with you — more so than guests from other countries. This is what we are all about at The Stafford, and you only have to stay here once to realize that.

What steps do you take to make guests feel at home?
We send all our guests a Guest Preference Form prior to their arrival so that we can personalize their visit as much as possible. We are a small hotel and we greet everyone personally. Most evenings, our general manager, Stuart Procter, will mingle with guests in the American Bar and there is generally a really cozy club-like atmosphere throughout the hotel.

What’s a common guest predicament and how do you solve it?
Most commonly guests are very tired and jet lagged on arrival. We will do everything we can to get them to their rooms quickly. If their room is not available in the case of early arrival we always try to offer them a temporary room to rest in.

Are you looking forward to 2012 when the Olympics arrive in London?
I am a Londoner born and bred and I can not wait. My children are really excited too and this excitement will build and build. I know we will put on a good show — we never let anyone down.

What’s been one of your strangest guest requests?
I arranged to have a London bus shipped to the U.S. and I had my tailor on Savile Row make a coat for a dog. But the best request was one I couldn’t fulfill. A client once asked me to propose marriage to his daughter. And he was serious. I had to decline because he didn’t realize I was already married at the time!

The Stafford Hotel
www.thestaffordhotel.co.uk