The Butler Did It!
Unless you were born into royalty or lived abroad at some wealthy uncle’s residence, chances are you’ve had limited experience with the quintessential luxury hotel service accoutrement – the butler. Whereas a concierge is stationary, typically remaining in the lobby, a butler integrates with the guest…in their space.
Browsing Wikipedia, the word ‘butler’ derives from the Old French bouteleur (cup bearer) and from bouteille, (bottle). The role of the butler, for centuries, has been that of the chief steward of a household; the attendant entrusted with the care and serving of alcoholic beverages. As well, they managed the rest of the staff and liaised matters between the patron family and cooks, maids, groundskeepers, and other tenants.
Peaking in the 1920s, there were approximately 30,000 butlers in Great Britain. Today, even with resurgences amongst wealthy households, there are still only about 5,000 trained butlers in the UK. The introduction of a butler service in luxury hotels is a logical extension of asserting elite status and creating an opulent ambiance akin to that of the 1920s. For instance, butlers and butler-style training programs have long been associated with The Ritz-Carlton, undoubtedly reinforcing the hotel chain’s already outstanding reputation.
My first personal experience with a butler occurred when staying at the Lanesborough Hotel in London, shortly after its opening in early 1990s. This property, among the finest in the world, was known for assigning a butler to each of its guests; a practice it still does today, nearly thirty years later. I had no knowledge of what a butler could do for a traveler and although this unexpected luxury greatly enhanced my hotel experience, I still felt at a loss. I would have appreciated knowing about the butler service in advance so I could prepare and make the most of the amenity.
Subsequently, I have had experiences with butlers at The St. Regis Rome, COMO Hotels and Resorts, and The Savoy London. In each location, the butler service not only enhanced our stay but also served as the perfect ambassador for the property and the brand. Some examples:
· Facility utilization, including spa appointments and dry cleaning
· Planning a last-minute birthday party, done with total secrecy from my spouse
· Procuring emergency luggage when our shopping just couldn’t fit
· Arranging for artwork purchased at auction to be shipped home
The costs involved in offering this service mandate significantly higher ADRs. Moreover, the decision to initiate a butler program should be tempered by the availability of appropriate staff, as properly trained butlers are both expensive and rare. Expanding your concierge services to imitate what butlers can accomplish might be another avenue to consider.
However, as the uber-luxury hotel segment becomes increasingly competitive, better butlering will likely be a hot topic.
Photo credit istock Liudmila Chernetska