Meet John White, Head Concierge at Sheraton Grand London Park Lane
From pageboy to head concierge, discover the career, mentors and values that have shaped one concierge’s journey through hospitality.
Can you tell us about the career path which led to where you are today?
My journey into hospitality began as a pageboy at St James' Court Hotel under the guidance of the late Mr. David Burner. From there, I progressed to a luggage porter role and spent two formative years learning the importance of service, attention to detail, and the guest experience. I later moved to The Lanesborough, where Colin Short took me under his wing and further shaped my understanding of luxury hospitality. After two years as a porter, the opportunity arose to become the first junior concierge, a role created specifically to support the concierge team. Looking back, that moment changed the course of my career and sparked what has now become a lifelong passion for the profession.
Are there any specific mentors you’ve looked to for guidance, and how have they helped you on your journey?
I have been incredibly fortunate to have had several mentors who have influenced me at different stages of my career. David Burner taught me the fundamentals of hospitality and the importance of professionalism, while Colin Short helped me understand what true luxury service looks like and encouraged me to believe in my own potential. Another person who has always been there for me is John Andrews, better known to many as "Big John" from The Goring. Throughout my career, he has been someone I could turn to for honest advice, perspective, and support. The best mentors don't simply teach you how to do the job, they help shape the person you become, and all three have done exactly that for me.
What has been the highlight of your career so far?
There have been two defining moments in my career. The first was being offered the newly created junior concierge position. It was the opportunity that opened the door to a profession I quickly fell in love with and set me on the path I continue to walk today. The second was receiving my Golden Keys after seven and a half years on the concierge desk. It was a moment of immense pride, not just because of what the Keys represent, but because they reflected years of dedication, learning, and commitment to becoming a concierge. To be recognised by your peers in such a respected organisation is something I will never forget.
"A great head concierge needs to be approachable, adaptable, and genuinely invested in the people around them"
Dealing with guests cannot always be easy; what’s your approach to winning over ‘difficult’ guests?
I have always believed that every guest deserves to be treated with the same level of respect, regardless of the situation. What may appear as a 'difficult' guest is often someone who feels frustrated, disappointed, or simply unheard. My approach is to listen first, understand the root of the issue, and adapt my communication style to the individual in front of me. Empathy, patience, and genuine care often go much further than simply finding a solution. If a guest feels understood and valued, you have already taken the first step towards turning a challenging interaction into a positive one.
What personal sacrifices have you had to make to become successful in this field?
Like many in hospitality, I sacrificed precious time with my family during the earlier stages of my career. Long shifts, weekends, holidays, and special occasions are often part of the journey, and there were times when that was difficult for both my family and me. However, those sacrifices helped me build the career I have today and provided opportunities I could only have dreamed of when I first started out. While there are certainly moments you can't get back, I believe the experiences, relationships, and achievements along the way have made it worthwhile. The key is finding balance and never taking the support of your loved ones for granted.
What attributes does one need to be a good head concierge?
A great head concierge needs to be approachable, adaptable, and genuinely invested in the people around them. It's important to know your team as individuals, not just as colleagues. Every member of the team brings different strengths, ambitions, and challenges, and understanding those differences allows you to lead more effectively. Above all, you must lead by example. Whether it's assisting a guest, supporting a colleague, or navigating a challenging situation, your team is always watching. Leadership is not about telling people what to do; it's about showing them how it's done.
If you could give advice to a concierge new to this profession, what would it be?
Never forget that the guest comes first. Beyond that, stay curious. Learn something new every day, build relationships, ask questions, and never think that you know it all. The best concierges are lifelong students of both their city and their profession. Every guest interaction is an opportunity to learn and improve.
What is the most rewarding thing about being a concierge?
The most rewarding aspect of the profession is the opportunity to make a genuine difference in someone's experience. As concierges, we meet people from every walk of life, often during some of the most important moments in their lives. Whether it's helping create a once-in-a-lifetime memory, solving an unexpected problem, or simply exceeding expectations, knowing you've had a positive impact on someone's stay is incredibly fulfilling. Equally rewarding is helping to develop the next generation of concierges. Watching young professionals grow in confidence, knowledge, and skill is one of the greatest privileges of being a head concierge.
Les Clefs d’Or’s motto is ‘service through friendship’ how important is collaboration with colleagues across the industry to you?
Collaboration is absolutely fundamental to what we do. One of the greatest strengths of Les Clefs d'Or is knowing that wherever you are in the world, there is a network of trusted professionals willing to help and support one another. The relationships built through the organisation allow us to deliver exceptional experiences for our guests that would often be impossible to achieve alone. The motto 'Service Through Friendship' is not just a phrase; it is something I have experienced firsthand throughout my career, and it continues to be one of the most valuable aspects of belonging to the society.
Do you have any hidden talents you can share with us?
Growing up, I was a keen snooker player and competed to quite a high standard. While I wouldn't claim to be quite as sharp around the table these days. Let's just say the memory is willing, but the cueing arm doesn't always cooperate quite as well as it once did!
