Industry Update
Press Release22 February 2019

Waldorf Astoria Edinburgh – The Caledonian Introduces New Concierge Service in Response to Traveller’s Requests

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Hilton Worldwide Family/group

EDINBURGH, Scotland - In response to consumer demand, Waldorf Astoria Edinburgh - The Caledonian has announced a new concierge offering called 'Book Master,' which is now available for guests at the iconic Edinburgh hotel.


Whether it is recommending celebrated Edinburgh novel The Strange Case of Dr. Jekyll and Mr. Hyde or sharing exclusive lists of hidden gem bookshops, the Waldorf Astoria Edinburgh Book Masters will have a story to tell. The concierge team will be on hand to recommend local tales personalised to each guest's interests, provide recommendations for the best book shops in the area and will arrange for any book to be placed on guests' bedsides each day upon request.

A recent global study of luxury travellers conducted by Hilton1 highlighted a surprising reliance on concierges, with nearly one-third of leisure travellers stating that they plan little to none of their trip prior to their arrival. An additional 47 percent reported they intentionally leave some details of their trip unplanned until they arrive at their hotel. In response to guests and their travel aspirations, a survey of 2,000 luxury consumers2 found that nearly one in five travellers (19 percent) wanted to experience the services of a 'Book Master' concierge when they travelled.

Personal Concierges work to create flawless experiences by tailoring guests' stays to their exact specifications - which now includes the ability to call upon the Book Master in order to find the perfect read.

"For today's luxury travellers, providing personalised and tailored services is key to delivering truly unforgettable experiences. We are delighted to trial these new service offerings in response to widespread consumer demand," said Dino Michael, global head, Waldorf Astoria Hotels & Resorts.

To try out the latest concierge services, and for more information about Waldorf Astoria, visit

1Hilton partnered with a third-party research firm, Survata, to survey nearly 1,500 luxury consumers over the age of 25 in eight countries.

2Waldorf Astoria partnered with third party research firm One Poll to survey 2,000 luxury consumers over the age of 22 in the UK

About Live Unforgettable

Earlier this year, Waldorf Astoria announced the debut of the 'Live Unforgettable' campaign - a bold repositioning of the brand to highlight Waldorf Astoria's unique experience and deepen connections with today's luxury travellers. Backed by extensive consumer insights, the campaign pairs the brand's legacy with an unexpected, playful take on True Waldorf Service.

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Waldorf Astoria

Waldorf Astoria Hotels & Resorts is a portfolio of more than 30 iconic properties that creates a unique sense of place with a relentless commitment to personal service and culinary expertise in landmark locations around the world.
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Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising more than 6,100 properties with more than 971,000 rooms, in 119 countries and territories. Dedicated to fulfilling its mission to be the world's most hospitable company, Hilton welcomed more than 3 billion guests in its 100-year history, earned a top spot on the 2019 World's Best Workplaces list, and was named the 2019 Global Industry Leader on the Dow Jones Sustainability Indices. Through the award-winning guest loyalty program Hilton Honors, more than 103 million members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy, plus enjoy instant benefits, including digital check-in with room selection, Digital Key, and Connected Room. Visit for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.

Catherine Jackson
Waldorf Astoria Edinburgh – The Caledonian
Phone: +1 0131 222 8907
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