STERNA

When Rosewood Vienna opened its doors at Petersplatz in 2022, it promised a new era of Viennese luxury. At the heart of that promise was Gregor Maximilian Köck. Having grown alongside the property, ascending from Concierge to Assistant Concierge Manager, Köck understands the deep emotional loyalty guests have with the hotel. “When you come to us, it’s like visiting a very rich friend in Vienna, who is welcoming and invites you in,” he says.

In late 2025, Köck made history as the first Austrian ever to win the prestigious Les Clefs d’Or® International Young Concierge of the Year Award. Going from being a winner to becoming the architect of the next generation’s path to the Golden Keys, he now serves as Chairperson for the 2026 Award Committee.

Established in 2008, Les Clefs d’Or Award celebrates the talents and accomplishments of young concierges. “I’m very proud and truly honoured to be the first Austrian receiving this very prestigious award,” says Köck.

He reflected on the additional recognition by Forbes Travel Guide (FTG): “One of the best benefits is being involved internationally. Being able to join events like this FTG Summit, network and participate on the highest level is amazing,” shares Köck.

STERNA sat down for a chat with Köck during the FTG Summit 2026 in Monaco. Keep reading to find out more about the young concierge’s views on the importance of human connection, balancing heritage with modern luxury, and improving the perception of jobs in hospitality.

Automation for the functional, service with soul

Repeat guests are frequent at Rosewood Vienna, a direct result of its welcoming and genuine atmosphere and Rosewood’s ‘Sense of Place‘ philosophy. With just 103 keys, the hotel is intimate and personal. The warmth of direct human connection is felt both ways, by guests and staff alike. For returning guests, staff remembering their name and preferences makes them feel at home immediately. Equally for staff, Köck shares how wonderful it feels when guests remember him and are happy to see him, grateful for how well he facilitated their stay the previous time.

Catering to multiple guests’ needs simultaneously is no easy feat. The modern concierge operates at the intersection of surging inquiry volumes and a demand for instant responsiveness. Köck says, “I think AI is one of the tools that gives us more space. We can do some back-end tasks faster, and have time to focus on the real job with the guests.”

This constant influx can sometimes result in the logistics of the job distracting from its most important human aspect. To solve this, Rosewood Vienna has implemented AI-driven chat functions to automatically handle routine requests. It’s trained specifically on the property’s unique tone of voice and brand standards, ensuring that even automated interactions feel like an extension of the brand’s DNA rather than a generic digital interface.

Offloading standard queries and information retrieval to AI, the team is able to remain present during high-stakes human interactions and ensure that a guest physically in front of them receives the concierge’s undivided attention.

“Automated messages is an easy way of using AI, but this is just the start,” says Köck. “We have to be open minded, to not be afraid of change. AI doesn’t threaten jobs in luxury travel, it just gives us more time for the high-touch, emotional intelligence that defines a five-star experience.”

Old world soul with a new world pulse

Rosewood’s Sense of Place philosophy extends to all its properties throughout the world. Rather than being a copy-paste product, each hotel boasts personality and character from its location.

“We work together with Alexander Waterworth, our lead interior designer. He did a lot of research into the culture and heritage of Vienna. So, when you walk around the hotel, you can feel Vienna in the little details everywhere,” explains Köck. For example, the gold leaf ceiling in the lobby is inspired by Gustav Klimt‘s famous “Golden Phase” in the early 1900s, a time when he incorporated gold and silver leaf into his paintings to create a sense of luminous luxury. 

As the younger generation of affluent travellers becomes an increasingly large cohort of customers, luxury hotels need to evolve to cater to their tastes. At 27 years old, Köck is a Gen Z concierge well-placed to preserve the historic elegance of Vienna and the Rosewood brand while meeting the modern demands of a 2026 luxury traveller.

He tells us, “everything needs to be more bespoke. Luxury is more individual than ever before, and it’s constantly changing with each new generation. Gen Z travellers seek true authenticity.”

Responding to this Rosewood Vienna works with expert providers in the city to curate exclusive experiences that take heritage to the next level. It could be a private picnic in the vineyard, where you meet the vintner and assist in harvesting the wine grapes. (While lesser known than other regions in Europe, Vienna has a huge background in wine culture.) Or it could be having a romantic, private dinner in front of The Kiss by Klimt. “We take tradition to more modern and more luxurious levels, but in an approachable and authentic way,” says Köck.

The dopamine hit of human interaction

With clear passion and enthusiasm for the industry, Köck is the face of a generation that is making hospitality aspirational once again. But around the world, a generational gap is evident in hospitality. The traditional career path in hotels is being questioned by a younger workforce seeking both purpose and a paycheck. This shift has created a talent vacuum in luxury establishments.

Köck tells us how this brain drain in hospitality is problematic, especially if luxury hotels want to continue providing the excellence they strive for.  Becoming a world-class leader before the age of 30, he expresses the need to work on education and training to show younger generations the positive aspects of hospitality.

That’s not to say he always saw the benefits himself – at least not until he had the direct experience and comparison. For two years after finishing his MBA degree, Köck worked in hospitality consulting. His main aim at the time, he tells us, was to be rid of operations and work on a more strategic level from the office. What he became aware of however, was the lack of guest interaction.

“The reason why many leave was the reason why I came back. When you love what you do, you get addicted to the rush of human interaction and connection. When I talk with GMs, CEOs, and SVPs here, they all say the same. They have the same rush. It’s like a drug. The positives and negatives, everything coming together simultaneously. That’s the beauty of our profession,” Köck concludes.

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