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Meet Diogo Coelho, Head Concierge at The London Edition

When he's not securing private box access to the Champions League Final or attending events with fellow Golden Keys members, Diogo Coelho loves nothing more than... doing absolutely nothing...

Can you tell us about the career path which led to where you are today?

I started out thinking I’d conquer the world through sustainability and environmental studies (yes, really!), but then I found my true calling in hospitality.

I’ve always had a knack for people and making them feel at home, so it wasn’t long before I swapped textbooks for hotel guests.

My journey has taken me from the Bell Team at The W to the Head Concierge role at The London EDITION, and along the way, I’ve learned to balance the chaos of the job with a sense of calm – it’s all about learning to dance in the rain, after all. 

     




Are there any specific mentors you’ve looked to for guidance, and how have they helped you on your journey? 

Absolutely, and one name that stands out is Mike Fitzgerald. Mike is not just a colleague but a dear friend and mentor. An Irishman with more stories than you can count, full of personality, sass, and endless jokes. His life experiences are remarkable – working in India, New York, LA, and even at Paramount Studios. Mike’s done it all. He’s got this uncanny ability to bring humor and charm into every situation, and he’s taught me the importance of staying grounded no matter what. He’s the kind of mentor who leads by example, and I’m lucky to have him as part of my journey. 


"It’s not about big gestures or over-promising, but rather showing genuine care and going the extra mile when needed."

What has been the highlight of your career so far? 

Honestly, it’s hard to pinpoint just one, but let me throw this one out there – achieving over 90% in our Forbes audit only one month after our initiation. That was a massive team effort, and seeing all our hard work come together was a moment I’ll never forget. Oh, and let’s not forget the time I secured private box access to the Champions League Final for 12 guests. 

 

Dealing with guests cannot always be easy; what’s your approach to winning over difficult guests?

It’s all about listening and understanding where they’re coming from. Sometimes, people just want to feel heard, and that’s half the battle won. I try to stay calm, patient, and find a solution that works for everyone. It’s not about big gestures or over-promising, but rather showing genuine care and going the extra mile when needed. At the end of the day, most issues can be resolved with a bit of empathy and practical thinking. 


The London Edition in Fitzrovia.

What personal sacrifices have you had to make to become so successful in this field? 

Sleep. I miss it dearly. And let’s just say my social life has taken a bit of a backseat – except for when I’m being dragged to events by my Golden Key colleagues. But seriously, the sacrifices are real – time, energy, and sometimes sanity. But at the end of the day, when I see a guest walking away with a smile, it’s all worth it. 


What attributes do you think you possess that make you a successful Head Concierge? 

A great sense of humor, the ability to genuinely connect with people on an individual level, and not taking things too seriously. It's about building trust and rapport with guests and colleagues alike, making everyone feel valued. You need to stay cool under pressure and roll with the punches. Knowing the city is important, but knowing how to make someone feel like they’re the only person that matters in that moment is what truly sets you apart. And, of course, patience never hurts either. 


If you could give advice to Concierge new to this profession, what would it be? 

Never stop being curious. Your job is to know the city better than anyone else, but your edge comes from the little details no one else knows. Keep your eyes and ears open, ask questions, and build relationships. You’re only as good as your network.


What is the most rewarding thing about being a Concierge? 

It's that moment when a guest walks away thinking, "How on earth did they pull that off?" But the best part? Knowing I've turned what could’ve been a run-of-the-mill trip into a story they’ll tell for years. That, and the fact that no two days are the same. Keeps me on my toes – and maybe slightly addicted to the chaos.  


Les Clefs d’Or’s motto is ‘service through friendship’; how important is collaboration with colleagues across the industry to you?  

Hospitality isn’t a one-man show; it’s a team sport. Whether it’s another concierge across town or a contact in the city who can get you that impossible table at a restaurant, the relationships you build define your success. The Clefs d’Or network is like a secret weapon – a brotherhood of professionals who’ve got your back. 


Do you have any hidden talents?

Absolutely. My hidden talent? I am the world champion of doing absolutely nothing. Seriously, when it comes to lounging around at home and perfecting the art of relaxation, nobody can beat me. Give me a couch, a good playlist, and maybe a snack or two, and I could give a masterclass in chilling. It’s a highly underrated skill, but trust me, I’ve got it down to an art form. 

 

 

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