A good brief turns desire into action. The better the starting point, the faster the table, suite, gift, event, private room, or supplier can be checked, shaped, and confirmed.
Give the objective first.
"Find a restaurant in Paris" is a search. "Secure a quiet table for two near the 8th, suitable for an important conversation, confirmed by Thursday" is a brief. The objective tells the team what success looks like.
Name the constraints early.
Budget, timing, dietary needs, privacy concerns, dislikes, mobility, guest profile, dress code, and approval authority are not admin details. They are the shape of the request. Good constraints make the recommendation sharper.
Say who decides.
Concierge work often gets stuck because nobody knows who can approve the option, the cost, the supplier, or the compromise. The best brief names the decision-maker and the preferred communication channel.
Discretion needs instructions.
If something is sensitive, say how sensitive. A supplier can be contacted without naming the client. A reservation can be held under a different name. A document can be shared with fewer people. But only if the team knows what to protect.
Say what matters more: speed, status, privacy, or price.
At the highest level, trade-offs still exist. A sold-out event may have access at a premium. A better table may require a different time. A private room may change the minimum spend. Knowing the priority helps the concierge protect the thing that matters most.