Want to know how to be a success in hospitality? Ask William!
SUCCESS: William Thomson, owner of Ask William
By Rick Lyon
A former East Riding College student who has gone on to launch a unique concierge and lifestyle management service is urging others to follow their dreams.
William Thomson is the owner of Ask William, a private concierge and lifestyle management services company that takes control of tasks including making bookings at exclusive restaurants, organising theatre tickets and planning luxury holidays.
The former concierge at the Randolph Hotel, in Oxford, launched his own business after the hospitality sector was hit by the Covid-19 pandemic.
William, 36, was made redundant at the Randolph when lockdown forced the hotel to close. He knew he wanted to stay in hospitality and came up with the idea for Ask William – the name of which is inspired by a combination of the old internet search engine, Ask Jeeves, and the famous adventures of Richmal Crompton’s Just William.
Since its launch, Ask William has gone from strength to strength, despite the economic challenges presented by the pandemic and the current cost of living crisis.
William, who went to school in Bridlington, said it was his time at East Riding College studying Catering and Hospitality that set him on the road to success and is encouraging others to follow a similar path to achieve their ambitions.
“East Riding College played a huge part in where I am today,” he said. “It gave me an opportunity.
“My grades at school weren’t overly good. I like people though and my mum worked in catering, so she encouraged me to go down that route.
GOING FROM STRENGTH TO STRENGTH: William Thomson’s business is flourishing
“I certainly wouldn’t be where I am today without my time at East Riding College.”
William moved down south after completing his course, working as a chef at the Bear Hotel, in Woodstock.
From there, he went to work as a concierge at the Randolph.
“I’d never heard of a concierge, but the general manager said I’d be really suited to the role”, said William.
“The concierge is there for every interaction with the guests. They support every team, build relationships with local businesses and drive footfall to them.
“You’re the first and last interaction, the face of the business – and you get to wear a fantastic outfit!”
William, who is originally from Doncaster, flourished in the role. After the required five years, he was nominated to become a member of the exclusive Golden Keys international network of concierges.
He had to sit an exam, which he passed to become the youngest member of the 4,000-strong network, who work together to ensure customers receive the best possible service. The Golden Keys’ motto is ‘Service through friendship’.
GRATEFUL: William Thomson says he wouldn’t be where he is today without East Riding College
The head concierge at the Randolf stepped down and William successfully applied for the role.
He was named Britain’s Young Concierge of the Year in 2017 and later competed for the international title in Berlin, coming second.
William also employed two students from East Riding College, keen to help others follow a similar journey to his own.
Despite the hotel being forced to close for six months after a fire ripped through the building, it was rebuilt and business was good.
Then the pandemic hit.
Everyone at the hotel, including William and the 48 staff across five departments he was in charge of, was made redundant.
“It was a real eye-opener,” said William. “All I’d ever known was hotels. I knew I wanted to stay in hospitality, and that’s where the idea of the concierge service was formed.
“People might have thought it was crazy to launch a business during lockdown, but with support from friends, I decided to give Ask William a go.
UNIQUE: William Thomson says there is no other business quite like Ask William
“We’re effectively an outsourced concierge service for travel, tourism and hospitality partners. We handle requests on behalf of hotels that don’t have an active concierge service.
“The other side of the business is our private clients, who use us for many of their requirements.
“We act as their personal lifestyle management team. We get the brief and the budget, explore all avenues on their behalf and then present the best options.
“It could include a new house, as we act as a property finder. Another example could be someone wants to go to St Tropez, but they want to go on a private plane with catering. We showcase a number of options and then handle and manage the whole procedure for them, from start to finish.
“We’ve outsourced the team as personal assistants for some clients at certain times. It’s a real diverse offering that people can benefit from.
“There’s no-one else doing quite what we’re doing. It’s going really well, and it all began with my time at East Riding College.”