InterContinental Buckhead Atlanta

Preston Rooks

Personalized Service Champion

Preston Rooks specializes in luxury hospitality, personalized guest experiences and concierge services. He draws on over 20 years of industry experience in Baltimore and Atlanta to create memorable stays, share local discoveries and deliver personalized service.

Tailored Luxury

I personalize guest experiences by getting to know each guest and uncovering what I call the ‘golden nuggets’ of a conversation. Whether speaking face-to-face or over the phone, I ask probing questions to understand individual preferences and tailor the experience accordingly.

For me, concierge service offers an opportunity to create meaningful one-on-one connections, especially with visitors unfamiliar with the city. Beyond recommending popular tourist attractions, I explore each guest’s interests, whether art, fashion or food, and use those insights to suggest experiences suited to them. I see the concierge as a go-to resource for sharing local knowledge, hidden gems and personal experiences with genuine passion. It is an opportunity to showcase the city through a more personal lens and help guests discover what makes it special.

Managing Complex Guest Requests

Handling complex or unexpected requests starts with exploring every possible solution within legal and ethical boundaries. Networking with fellow concierges and vendors often helps identify ways to meet guests’ needs. No is not a part of my vocabulary. A flat refusal is never the first response.

When a request cannot be fulfilled, a sincere apology and alternative options can make a difference. Guests should know every effort has been made to help, with all available options explored before reaching a conclusion. Even when the desired outcome isn't possible, transparency remains essential.

The Changing Hospitality Trends

Technology has a major role in shaping guest relations, and years in the hospitality industry have shown me how dramatically the field can change. Events such as 9/11 and the COVID-19 pandemic reshaped hospitality, reinforcing the need to embrace change without losing sight of the guest experience. Whether welcoming first-time visitors unfamiliar with the city or returning guests who have seen it evolve, we must remain mindful that things change. Staying open to new approaches is essential; you cannot afford to get stuck in a rut.

Advice to Future Professionals

I encourage aspiring hospitality professionals to visit an establishment and observe its operations before entering the field. While the work may look easy, it demands considerable effort. Ask yourself whether you enjoy the work and can handle its pace and volume. If you can, go for it.

Having spent 15 years in Baltimore before moving to Atlanta 11 years ago, I've witnessed how the industry has changed. Aspiring professionals must understand how travel trends and guest expectations have evolved post-COVID. You may encounter travelers, including influencers, who carry just one bag, as well as families with tech-savvy children. We must remain mindful of each guest's needs and adapt accordingly.

Technology has become an integral part of hospitality, and it isn't going away anytime soon. Still, the human touch makes luxury service special. Guests can check into a room, dine at a restaurant and read online reviews on their own. From a luxury standpoint, having someone there to offer personal recommendations and share the experience face-to-face makes a real difference.