September is Tourism Month in South Africa, and the perfect moment to shine a spotlight on one of the people transforming trips into unforgettable journeys. Meet Ellerman House concierge Yassir Ebrahim, who recently earned his Golden Keys as a member of the exclusive Les Clefs d’Or, a global fraternity of the world’s best concierges.
What first sparked your interest in a hospitality career?
I moved to Cape Town to study digital marketing and brand management, and during my studies I worked as a porter in one of Cape Town’s five-star hotels. Within weeks I knew I had found my passion. I loved the energy, the fast pace, and the guest interactions. I opted to abandon my degree and dive head-first into the world of hospitality!
How did your career journey lead you to Ellerman House?
I was always looking for a place that would challenge me to grow in an environment of excellence and sophistication. Ellerman House stood out. It’s a privilege to work here, where I can offer guests not just a place to stay, but facilitate a truly unforgettable experience in Cape Town.
What is a typical day as a concierge?
There’s definitely no such thing as a typical day! Each day brings new challenges, whether it’s assisting with last-minute bookings, arranging personalised excursions, or helping with a unique request. My role involves a lot of problem-solving, creativity, and building connections with guests and suppliers. I also spend time keeping up with local events and trends to ensure I’m offering the best recommendations to guests. It’s quite dynamic and keeps me on my toes.
What qualities makes a great concierge?
You need to be attentive, resourceful, and empathetic; because my role is about anticipating what a guest needs, often before the guest even knows what they need! I work to create seamless experiences, even when things don’t go as planned so you have to be able to think on your feet. And of course you need a genuine passion for hospitality, a strong network of trusted contacts, and the ability to remain calm under pressure. Ultimately, a great concierge doesn’t just solve problems; they create memories for guests.
What is the most challenging request you’ve had from a guest?
There have been a few, but in one memorable instance I was asked to arrange a tour of Groote Schuur Museum, which is part of the presidential estate in Rondebosch. I eventually reached the estate curator, who explained that tours had been stopped years ago and that the estate would soon close to the public. However, we managed to secure the tour for our guests just one day before their departure from Cape Town. As far as I know, this was one of the last tours ever allowed on the estate; a truly unique experience!
Congratulations, you were recently made a member of the prestigious ‘Golden Keys’, Les Clefs d’Or. What did the process of joining involve?
It was a rigorous and rewarding process that really began a decade ago. More recently it included a wide-ranging assessment of my skills, experience and knowledge of the industry, followed by an evaluation of my ability to provide exemplary service. It also included an interview with international members and a demonstration of my professional network, including how I could contribute to the global concierge community.
What does wearing the ‘Golden Keys’ mean for you, and for Ellerman House guests?
For our guests, it means that they now have access to a network of world-class concierges and the knowledge that they are receiving truly world-class service. Personally, being part of Les Clefs d'Or is a recognition of the dedication I’ve put into my career, and the opportunity to keep improving by learning from an international community of like-minded professionals.
Membership of Les Clefs d’Or also connects me to a wealth of knowledge and resources from concierges around the world. It allows me to offer guests insights into destinations and experiences they might not have considered, and it ensures that no matter where they travel, they can receive the same level of exceptional service.
How do you stay up-to-date with what’s new and exciting in Cape Town?
Cape Town is an ever-evolving city, and I make it a priority to stay in the know. I’m always exploring the city myself, attending events, and talking to local experts, restaurant owners, and artists. I also rely on recommendations from trusted colleagues and friends in the industry.
Tell us about some of your favourite ‘hidden gems’ in Cape Town at the moment?
Cape Town has so many! Rose’s Table is a memorable fine-dining experience in the city. With only 22 seats it offers a refined dining experience against a backdrop of inspiring artwork and creative energy. If you enjoy being outdoors, the Constantia Wine Walk is an exclusive walking journey through Cape Town’s oldest wine valley, exploring hidden trails and blending world-class wine, local cuisine and captivating stories. Lastly, we have Café Ganesh in Observatory; a charming, unpretentious gem with a loyal local following. You have to order the famous crayfish samoosas!
When you’re off-duty, where will we find you?
I really love exploring Cape Town’s food and culture. I enjoy discovering new restaurants, visiting local markets, and spending time in different parts of the city. It’s a great way to unwind and stay connected to what makes the Mother City special.
