How butlers are redefining the hotel and hospitality industry

In today's hospitality industry, the classic image of the butler - a formal appearance polishing silverware and carrying trays - may seem outdated. The opposite is true. The role of butler has evolved into an indispensable link in the world of high-end and hyper-luxurious hospitality. Under the vision and leadership of Vincent Vermeulen, who has an impressive track record in top service, the School for Butlers and Hospitality is setting a new standard for hospitality. This article explores the latest trends and developments in the butler world and shows how this traditional profession is reshaping the modern hotel industry. Companies striving for a customer-centric approach are also increasingly discovering the value of these insights.

Because of popular series such as Downton Abbey, many people have a certain image of the traditional butler: the head of the household, always impeccably dressed and with an unfailing eye for detail. While there is some truth to this image, the role of the butler has changed significantly in the 21st century. As interviews with experts show, the modern butler is more than a caretaker. It is a lifestyle manager, an all-rounder who seamlessly transitions from organising exclusive events to coordinating logistical processes.

In this light, the role of training has become crucial. "Butlers are the managers of the modern hospitality industry," explains Vincent Vermeulen. "This goes beyond teaching etiquette and service management. A butler today must be fluent in several languages, have a feel for culture and traditions of different nationalities, and above all be able to anticipate the guest's wishes before they are even voiced."

At the courses, students are immersed in a bubble of service and hospitality. They learn everything from hr management and project management to practical skills like table setting. The training programme is residential, meaning students spend eight weeks 24/7 at the institute where they attend intensive classes and practical assignments from 6.30am to midnight every day. During this period, students also visit iconic destinations, such as London and the Champagne region, to further expand their knowledge and build networks within the industry.

A key concept emphasised during training is 'guestology' - the art of understanding guests and their needs before they express them themselves. In a hotel environment, as well as in private residences and on cruise ships, the butler is often the one who takes care of that one extra detail that makes the guest's stay unforgettable.

A striking example comes from experiences in a €25,000-a-night luxury suite. "We were in one of the finest hotels in the south of France, but when I ordered a glass of champagne, I was served Moët & Chandon in an IKEA glass," Vincent says. "It is a lesson in the importance of details: guests who pay such high sums not only expect the best of the best, but also that every part of their stay perfectly matches their expectations and status."

The skills that butlers develop go beyond hotels and private residences. In recent years, companies in various sectors have embraced the butler mindset to improve their customer focus. Corporate training courses based on butler principles, such as hospitality, attention to detail and customer satisfaction, have become increasingly popular. One example is the CEO of a well-known car brand who approached the institute for a lecture to other executives. The idea was to draw parallels between the customer-centric approach of a butler and how companies can optimise their service.

Vincent: "This kind of training helps companies not only serve their customers better, but also streamline their internal processes and foster a culture of hospitality. Examples include companies such as Louis Vuitton and Rolex, which use butler training to train their employees in a higher level of customer focus."

Another important part of modern butler training is the focus on technology and security. Cyber security and personal safety is top priority for many 'high profile' guests, so butlers are trained in both digital security and physical protection. This includes protecting sensitive information on iPads and other devices, as well as securing private homes and grounds.

Beyond the technological side of the profession, personal connection and service still remain at the heart of the butler profession. Families, especially in the Middle East and Asia, see butlers not just as employees, but as confidants who have access to their private affairs. This requires a level of discretion, integrity and flexibility beyond the traditional servant role. As Vincent puts it, "We have a family in Saudi Arabia that employs as many as 50 butlers. For them, it is not only about service, but also about stability and trust."

The popularity of butlers is growing worldwide, and this is reflected in the composition of classes at the institute. What once began with mostly Flemish students has now grown to include an international group, with students from the United States, Canada, New Zealand, Serbia and other countries. This diversity reflects the global demand for highly skilled butlers, who work not only in hotels but also in private residences, on cruise ships and in luxury shops such as Rolex and Louis Vuitton.

"It is clear that the role of the butler is far from old-fashioned," concludes Vincent Vermeulen. "Indeed, in a world where personalised service is increasingly important, butlers fulfil a crucial role in creating unforgettable experiences. Whether serving champagne in a €25,000-a-night suite or organising a guest's safety, butlers are the linchpin around which the modern hospitality industry revolves."