Leisure guests at the three Meyer Jabara Harbor Magic branded hotels in Baltimore are typically pleasantly surprised when they receive a phone call a week before their arrival from an "experience specialist." This concierge extraordinaire is charged with calling each guest to determine his or her needs and interests before his or her stay. When the traveler checks in, the experience specialist calls the room or greets the guest in person to welcome him or her to the hotel and to Baltimore. Going one step further, the experience specialist will provide the visitor with a tailored trip itinerary.

"It's all about building relationships," said Ken Conklin, Meyer Jabara's senior v.p. of destination marketing.

Based on the tremendous success of the program in Baltimore, Meyer Jabara has spent the last three months introducing experience specialists at its other 26 properties nationwide.

"Experience specialists go above and beyond [what a typical concierge does]," Conklin said. "That's why we rolled it out to the whole company."

"We want to give guests the best experience possible," said Heather Johnson, a veteran Harbor Magic experience specialist and now a senior catering sales manager.

Several other hotel companies are rolling out concierge services to create personal and memorable experiences for all types of guests. From sleep and fitness concierges to business butlers and engagement gurus, hotels are tapping into travelers' needs to generate loyalty and enhance business. Hotels also realize that augmenting personalized guest services is critical in order to better cater to discerning and demanding travelers.

Fairmont Hotels & Resorts, for example, has rolled out its Fairmont Gold concierge level to several of its properties. Guests staying on the Fairmont Gold floors pay extra per night and are pampered with ultra-luxury rooms, as well as a private lounge area where they can enjoy cocktails before dinner and complimentary breakfast. A special team of concierges also is available to meet their every need. The Fairmont Copley Plaza Boston, which just rolled out its Fairmont Gold floor in April, staffs seven concierges on the Gold level to service guests in 59 rooms, general manager Jon Crellin said.

Gold concierges call guests a week in advance to find out if they have any special requests.