Training in proper luxury etiquette is essential in the hotel service industry; without it, the sector could face losses amounting to billions of dollars.

Training in proper luxury etiquette is essential in the hotel service industry; without it, the sector could face losses amounting to billions of dollars.

Luxury Etiquette Expert Education with Susie Barber

Susie Barber, Published Author and Founder of Susie B School of Etiquette Education

Etiquette Expert | Author | Speaker | Founder of Susie B Finishing School of Etiquette | Helping you achieve success through Etiquette Education.

December 17, 2024

Luxury Etiquette Education in the Hotel Service Industry. without it, the hotel will lose billions of dollars because Etiquette Education has not been applied in staff training. The art and Style of refined Luxury Etiquette Education with Etiquette Expert Susie Barber.

Failure. In this environment, the significance of etiquette training can hardly be overestimated. Luxury etiquette education, therefore, is not merely a set of rules but a comprehensive approach that infuses every aspect of guest interaction with grace and sophistication. With the guidance of etiquette expert Susie Barber, staff can be trained to not only meet but exceed guest expectations, ensuring that every interaction is imbued with a sense of elegance and attentiveness. By adopting these principles, hotels can transform their service culture, creating a memorable and luxurious experience that resonates with guests long after their stay. 

These principles are not just about fulfilling a checklist of behaviours; they embody an attitude that permeates the fabric of the hotel's ethos, setting it apart in an industry where true luxury is rare. According to Barber (2024), "Elevated Etiquette" principles are essential for creating a sophisticated image that resonates with guests and ultimately contributes to the hotel's financial success (Barber, 2024).

As hospitality professionals know, the guest experience is what happens when guests stay in a hotel. One might think of that experience as a story. It has a beginning, a middle, and an end. It has a setting, a plot, and even a theme. And the hotel staff are the main characters. The essence of this narrative hinges on the quality of interactions between staff and guests, where luxury etiquette becomes the silent language that speaks volumes. Susie Barber, an expert in this nuanced art, highlights that true luxury is conveyed not just through opulent surroundings but through the elegance of behaviour Each interaction, guided by the principles of elevated etiquette, transforms into a memorable narrative that enhances guest satisfaction and loyalty. This approach not only strengthens the hotel's brand but also safeguards its financial success by preventing potential losses from inadequate service (Barber, 2024 In the competitive landscape of luxury hospitality, embracing these refined practices is not merely an option but a necessity for those who aspire to excel. By integrating luxury etiquette education into their training programs, hotels can cultivate an environment where each guest feels valued and understood, thereby fostering an atmosphere of exclusivity and warmth.

Yet it is one thing for the guest to hear about the hotel and quite another for the guest to live in its setting for a night or two—or longer. So, how does one ensure that the "guest story" has a happy ending? the integration of luxury etiquette into hotel training ensures that every touchpoint, from the moment a guest arrives to their departure, is imbued with a sense of grace and attentiveness. This commitment to excellence not only elevates the guest experience but also reinforces guests' expectations of sophistication and attentiveness. By weaving the principles of luxury etiquette into every facet of service, hotels can create a seamless experience that resonates with guests long after their stay, Leaving an indelible mark of distinction. As Susie Barber notes, the essence of "Elevated Etiquette" lies in transcending mere formalities to embrace genuine sincerity and empathy, elements that are crucial in crafting memorable guest experiences (Bar

This is where luxury etiquette education comes in. It is "a very necessary part of hospitality," says Susie Barber, a noted authority in the field. Why? Because "without a clear understanding of etiquette, clear enough to be second nature," running parallel with the duties carried out by staff, "you risk the very real possibility of offending your clientele." becomes indispensable. As noted in "Elevated Etiquette-Merging Luxury and Politeness," without integrating these refined practices into staff training, hotels risk not only diminishing the guest experience but also facing substantial financial repercussions due to unmet guest expectations (Barber 2023)

And that's not the end of the story. Because "offence is taken so very personally," says Barber, "you risk losing those guests forever." And if one wants to spin a financial tale, "you're losing a lot of money." Guests expect nothing less than perfection in every interaction (Barber, 2024). This is precisely why luxury etiquette education must be meticulously woven into the fabric of staff training programs, ensuring that every employee not only understands but embodies these refined principles.

In the increasingly competitive and discerning market of the hotel service industry, the guest experience is often what separates one hotel from another. For this reason, many hotels are integrating etiquette education into their employee training programs. By embracing a curriculum that includes "Elevated Etiquette" principles, hotels can significantly enhance their staff's 

When executed well, such training "gives hoteliers a compelling marketing message," says Susie Barber, a noted etiquette expert, in her training book "Elevated Etiquette: How to Distinguish Yourself in the Most Refined Way."

"The Ritz-Carlton, St. Regis, and other five-star hotels are what they are because their employees have been trained to a fare-thee-well," Barber told me. "They embody exceptional service. They are, one might say, quintessential in their refinement. It's a path that requires a lot of work. But the payoff is that the hotel can charge a lot more money for the same room and board because the guest has an experience that is polished to a beautiful sheen." Luxury etiquette education is not just about teaching staff to follow a set of rules; it's about instilling an attitude of genuine sincerity and empathy that modern guests crave. This nuanced understanding of guest expectations is what sets apart a truly exceptional hotel experience from an average one. Incorporating luxury etiquette education into staff training programs not only elevates the guest experience but also serves as a strategic investment that can significantly enhance a hotel's reputation and profitability (Barber, 2024). Of course, not all hotels have the budget or even the inclination to put their employees through extensive etiquette training. But for those who want to be in the upper echelons of the hotel world, it is a pathway to a lucrative end. In a world where every detail matters, luxury etiquette education equips hotel staff with the skills to anticipate and exceed guest expectations.

With the right training, staff become adept at reading subtle cues from guests, allowing them to tailor their service in a way that feels both personal and exclusive. This proactive approach not only enhances the guest's stay but also fosters a sense of loyalty and trust, encouraging repeat visits and positive word-of-mouth recommendations (Barber, 2024).

Importance Of Etiquette In Hotel Services:

In the hotel service industry, etiquette isn't just a set of rules; it's the foundation for creating exceptional guest experiences. It affects customer satisfaction and loyalty in a way that nothing else quite does. What "rubber hits the road" for a guest in a hotel is a level of service that reflects both sophistication and respect. Guests expect to be treated with consummate attentiveness, and this seems to come best from those who have been thoroughly trained in the art of etiquette (Barber, 2024). This is why so many luxury hotels see fit to establish such training programs for their staff. The payoff is in the "Wow!" factor that a guest will express when recounting their visit to an exceptionally well-run hotel. The integration of luxury etiquette training into staff development programs ensures that employees are equipped to deliver the personalized, attentive service that discerning guests expect and appreciate.

Communicating Professionalism and Commitment and ensuring that hotel staff are equipped with the refined skills and empathetic approach characteristic of luxury etiquette can transform guest interactions

When hotel staff members adhere to the principles of luxury etiquette, they instil a sense of professionalism and dedication to excellence in their work. This attitude not only enhances the guest experience but also reinforces the hotel's brand as one that provides luxurious services. On the flip side, neglecting to educate staff members on the basic tenets of etiquette can lead to misunderstandings, or worse, in the eyes of guests and potential new customers, a service that appears directly impolite. The reputational hit that can come from such a service is not one any hotel can afford and is certainly not one that will attract new customers (Davis, 2024).

Moreover, we live in an age of online reviews. They are, in effect, modern-day word of mouth. If a guest feels so egregiously mistreated that they decide to post a negative review online, a hotel can expect that many thousands of people will read it. A single negative review can have significant consequences for a hotel's bottom line. That is why it is so important for hotels to insist on and invest in high standards of service and why that service has to encompass luxury etiquette. It is why hotels must teach their staff to serve in the dignified manner that befits our industry. It is why we do what we do.

Why is the integration of luxury etiquette into hotel staff training programs so crucial? Because these programs cultivate a service culture that thrives on the delivery of unforgettable guest experiences. When staff learn the nuances of etiquette and service delivery, they not only make guests feel special, but they also contribute to the bottom line. After all, hotels are businesses. They must turn a profit to survive. In today's highly competitive environment, it takes something more than just a nice lobby and big rooms to attract guests who have an ever-increasing number of choices of where to stay (Barber, 2024).

Defining Luxury Etiquette And Its Impact:

Understanding luxury etiquette is crucial for comprehending its deep influence on the hotel service industry. It isn't just about being polite; it's an entire mindset that top-level service personnel must adopt. At the highest level of service, politeness is necessary but not sufficient. The butler, or any other person of service, must also be respectful. To be polite and respectful is to be refined (L. A. Paul, 2024). 

Luxury etiquette profoundly influences not just how individual guests are treated but also the overall brand image of hotels. Hotels that base their interactions with guests on the kinds of refined behaviour taught in luxury etiquette classes get not only high marks for "customer satisfaction" but also, importantly, repeat business. In a market as competitive as high-end hospitality, those kinds of distinctions pay huge dividends. Ingle (2024) noted that the very act of putting service employees through luxury etiquette training—and the magnificently poor results when they don't—has implications financially as well as socially. Guests who encounter service personnel who are either ill-trained or just plain untrained are going to make at least two kinds of reports—one virtual (social media) and the other oral (to friends and acquaintances). Incorporating these principles into staff training not only elevates the guest experience but also fortifies a hotel's reputation for excellence, as highlighted by Barber's advocacy for "Elevated Etiquette" (Barber, 2024).

Moreover, as the hospitality industry shifts under the weight of digital advances—from online reviews to Yelp to Twitter—making sure that one's luxury etiquette is above reproach is more a matter of basic business sense than ever before. Hotel guests today are not just looking for the best room at the best price; they want what I call an "emotional amenity." They want a connection with the staff, who they expect to be more attentive, more anticipatory, and more caring than ever. Hence, what is opening up before us is not a branch of the service industry but, rather, a higher-order way of being in service to the public that a select few businesses use to distinguish themselves from the pack.

Training Staff For Exceptional Guest Experiences:

In the luxury hotel industry, training staff for exceptional guest experiences is vital. It ensures that employees have the skills to create memorable interactions with those who stay in the hotels and that those guests have a satisfying experience from start to finish. And in the context of hotels, luxury isn't just about the experience itself but also about loyalty. Guests who have a memorable, positive experience are likely to return. Incorporating these refined interactions into the core of staff training programs not only elevates the guest experience but also fosters a sense of brand loyalty that can be invaluable in a competitive market. Incorporating "Elevated Etiquette" principles, as advocated by Susie Barber, into staff training programs can significantly enhance the guest experience by fostering genuine sincerity and empathy, which are crucial in projecting a sophisticated image. This integration of "Elevated Etiquette" not only meets the expectations of discerning guests but also significantly boosts the hotel's reputation and profitability by cultivating an environment where luxury is synonymous with emotional intelligence and personalized attention.

Hotel staff must be well-versed in every technical aspect of service (and must be able to perform those tasks with a proverbial smile). But beyond that, they must be able to embody, at all times, in all places, and with all people, what Susie Barber calls the "attitude of luxury," an attitude that conveys respect and empathy and that invites guests into a kind of engagement that makes them feel special and privileged in a genuine way. By internalizing these principles, hotel staff can create an atmosphere where luxury is not just seen but felt, aligning perfectly with Susie Barber's philosophy that true sophistication lies in heartfelt connections and intuitive service.

Hotels require an extremely high standard of service from their staff. This is especially true in today's market, where hotels must compete not only with each other but also with the rapidly expanding "luxury" segment of the sharing economy. They must train their employees to operate at the highest level to satisfy the "new," and increasingly sophisticated, luxury guests. This training must also focus on operating efficiency, which is essential but not as "visible," so it's not as likely to impact a guest's experience negatively. It's like a duck: serene on the surface, but paddling like mad underneath. We must deliver services with pizzazz and personality—at the same time doing so with a high degree of efficiency. 

The art of luxury is not static; it is a living, breathing, and constantly evolving concept. It must be redefined (and reinterpreted) with each new generation. What was considered luxury thirty years ago can look quite different today—sometimes even pedestrian. Yet one common principle remains: true luxury is embedded in respect, empathy, and authentic engagement. It's not the material objects that define luxury—after all, they can be bought for any price—but rather the sum of symbiotic experiences that are achieved by a service staff that knows how to make their guests feel genuinely special.

Susie Barber: Authority On Luxury Etiquette:

Susie Barber is a leading expert in luxury etiquette, sharing vital knowledge and experience with the hotel service industry. Her "Elevated Etiquette" insights stress that true luxury transcends the mere presence of opulence and is instead shown through an attitude of respect and sophistication, as well as a meaningful and genuine engagement with guests, by the service staff (Barber, 2024). In conjunction with this work, Barber has clearly articulated how the sort of refined behaviour and the impeccable manners associated with luxury are also essential for the creation of memorable experiences for patrons and guests. Hotels are thus left with no option but to integrate precepts like Barber's into their "etiquette training" for their service staff.

In today's world, the etiquette of luxury, according to Barber, is all about being real and not being too formal. Guests feel they are in a truthful environment, and that makes their time there feel even more special (Barber, 2024). Staff in these sorts of establishments need to be truly trained to act in a way that makes guests feel as if they are in a luxurious space. The skills of anticipation and good communication are a must for this to work. If staff cultivate this kind of atmosphere, what makes it worth the money for guests is the cultivation of the "kind of space" they want to be in, not just the space itself.

Furthermore, Barber's proficiency underscores the fiscal stakes of ignoring etiquette education in the hotel business. If the training is half-baked or neglected, staff left to their own devices might communicate with guests in ways that don't make guests feel good. The upshot is that hotels can come off as not understanding or caring what guest comfort in a kind of luxury quasi-home should be like.

That hits a hotel's bottom line because bad or indifferent service can lead to bad reviews on TripAdvisor or elsewhere, and a bad reputation in a world where so much is digital can cut into a hotel's profitability.

Susie Barber’s expertise in luxury etiquette is a beacon for hotels that wish to improve guest experiences via sophisticated conduct. She champions the cause of instilling "elevated etiquette" in the training of hotel staff, thereby ensuring that these establishments can "pass a test of good manners" and that they are not only "preserving tradition," but also "ensuring financial sustainability." In a world where competition in the luxury sector has never been more intense, the kind of upscale service that Barber talks about is a key differentiator.

Consequences Of Neglecting Etiquette Education:

Ignoring etiquette education within the hotel service industry can have profound outcomes that reach well beyond immediate guest discontent. When a hotel’s personnel are not taught luxury etiquette, they unwittingly create an atmosphere where guests feel unappreciated and disrespected. In a clientele of discerning tastes, this can lead to negative experiences that can damage a hotel’s reputation—not just in the short term, but in the long term as well. Online reviews and social media have made it child’s play for almost anyone to be a vocal and far-reaching hotel critic, and a few instances of poor service can easily and rapidly "go viral" among a significant portion of a hotel's potential clientele.

Moreover, if the staff lacks a polished, cultured presence, this can severely take away from the hotel's overall image. It’s the kind of thing that can make a hotel seem "mass" or "ordinary." Employees who are not well-versed in the basics of hospitality etiquette can lead to a negative guest experience, but more than that, it can kill the hotel’s ability to distinguish itself in the marketplace. This is something that not even a billion-dollar renovation can fix if the hotel has lost its edge in the luxury market. When guests leave and go to better-serviced properties, the hit to a hotel’s bottom line can be significant.

Furthermore, ignoring the teaching of etiquette cuts off an important avenue of personal and professional development for employees. Without the benefit of education in luxury hotel service, as a kind of finishing school, how should we expect "rough-hewn" employees—those who have not yet achieved the polish of a luxury hotel servant—to serve a guest? What can a servant give, beyond the minimum of what is expected, if he or she is not well-groomed, well-mannered, and well-trained?

Not investing in etiquette education risks both customer satisfaction and financial soundness in the hotel industry. To survive and thrive in the competitive world of hospitality, hotels must understand that memorable service is based upon the actions of well-mannered employees. This is a realization that is best reached through comprehensive training programs. (Barber, 2024)

Cultivating An Attitude Of Refined Service:

For hotels striving to offer extraordinary guest experiences, nurturing a refined service attitude is vital. This isn’t just about practising good manners; it's a way of thinking that puts respect, empathy, and real contact with guests at the forefront. Susie Barber (2024) posits that luxury is defined by those qualities, not by material trappings and that when hotel staff embrace this mindset, they create a milieu with the kind of warmth and sincerity that makes guests feel as if they truly belong. That atmosphere of belonging, Barber argues, is the fundamental essence of luxury. When staff are trained with a focus on this elevated etiquette, they are better equipped to anticipate guest needs and foster an environment of exclusivity and comfort that is synonymous with luxury. As staff become adept at recognizing and responding to the nuanced expectations of their guests, they contribute significantly to the hotel's reputation for excellence and personalized service, thereby securing long-term financial benefits (Barber, 2024).

Training programs must centre on cultivating this mindset in employees, urging them to foresee guest concerns and address them with genuine care. They should also endow staff with the "emotional intelligence" to manage those encounters with all sorts of guests as smoothly as possible. The "technical" side of things should certainly be a part of it, too, and the divisions—between the front and back of the house or elsewhere—should not be allowed to ripple out and affect the guest experience in any negative way. If a culture of excellence is to be established and sustained, it needs to be made clear to every single employee that their personal excellence matters.

Furthermore, nurturing an attitude of polished service offers a tangible financial payoff in the hospitality industry. The kind of workforce that upholds these elevated "etiquette" principles can yield more satisfied, more loyal customers. In a marketplace as competitive as this one, that's an edge in profitability. Not surprisingly, leadership expert John Davis has observed this dynamic. What is perhaps more interesting is what he has also noted: that when you don't train your people to act this way, the alternative is to risk a customer’s experience of them as rude or, at the very least, as clueless. As Susie Barber aptly points out, integrating "Elevated Etiquette" into staff training not only refines the guest experience but also fortifies the hotel's brand as one synonymous with sophistication and care (Barber, 2024).

Luxury Etiquette Education is Respect of Tradition and refined behaviour:

Luxury etiquette education, deeply anchored in tradition, is vital for the hotel industry's exceptional service. It underscores not just the importance of following established norms but also the need for refined behaviour among staff, which is expressed in the way they interact with guests. As Susie Barber puts it, real luxury goes beyond material wealth and is signified instead by an attitude, an approach that prioritizes empathy, respect, and attentiveness (Barber, 2024).

In this, luxury is not just a matter of rules but a vibrant and genuine part of a hotel's identity. By embedding these principles into the very fabric of service, hotels not only elevate the guest experience but also distinguish themselves in a crowded market as bastions of elegance and thoughtful hospitality.

When traditional etiquette is part of a service culture, it forms a unique bond between the person offering the service and the person receiving it. Who hasn't felt a little flutter of delight at a beautifully articulated "good afternoon" or the genteel gesture of being shown to a chair? This is the kind of thing we expect in a luxury hotel. These experiences, which are sometimes pre-considered by the service staff, form a special kind of signature that makes the memory of the stay linger long after the guest has gone home (Barber, 2024).

Failing to properly educate staff in the art of luxury etiquette threatens to dilute the uniqueness of the aspirational tradition and often leads to justifiable complaints of unprofessionalism or aloofness by guests. This is a particularly dangerous game to play in the age of online reviews and social media. The risks involved go well beyond the immediate unhappy guest; they can take a serious toll on a hotel's reputation and, by extension, its balance sheet. And, at least for now, hotels are very much in the fight for their lives in a marketplace that has all kinds of alternatives, from Airbnb to the kinds of places that offer a seamless experience for the guest. Incorporating elevated etiquette into staff training not only enhances staff morale but also creates an atmosphere where guests feel genuinely valued and appreciated, leading to repeat visits and positive word-of-mouth recommendations. Susie Barber (2024) emphasizes that the integration of "Elevated Etiquette" into hotel staff training is essential not only for maintaining a competitive edge but also for fostering an environment where guests feel sincerely welcomed and appreciated.

Luxury etiquette education is a homage to tradition and a way to cultivate sophisticated behaviour among hotel staff. Adopting this educational method allows hotels to both enrich their brand image and guarantee long-term prosperity in a luxury market that is starting to feel the effects of an international economic squeeze (Davis, 2024).

Conclusion:

Luxury etiquette education is vital for the hotel service industry and for hotels themselves. As this essay has conveyed, etiquette is not a set of rules but a mindset that contributes to the guest’s experience and, by extension, the hotel's financial success. Luxury is not just in the "stuff"; it is in the staff. And the staff must be trained in a way that makes luxury feel natural to them. This is why hotels must pay attention to the way they cultivate the "luxury mindset" in their employees. If they don’t, they risk losing two things: satisfied guests and revenue. If the guest’s experience is poor, the hotel might as well have offered "the good stuff" to a ghost. When this happens, the establishment loses revenue because the bad experience will be expressed by the guest, often in the most public of forums—online reviews. By integrating the principles of "Elevated Etiquette" into their training programs, hotels can ensure that every interaction is imbued with the sophistication and empathy that define true luxury. By adopting "Elevated Etiquette" as a core component of staff training, hotels not only enhance the guest experience but also safeguard their reputation and financial health.

In today's competitive environment, where personalized luxury is increasingly what "the good stuff" means, paying attention to this aspect of training is a necessity, not an option.

References

HARVARD

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Barber, Susie, P. (2024) Etiquette Never Goes Out Of Style - LinkedIn. Available at: https://www.linkedin.com/pulse/etiquette-never-goes-out-style-susie-wilson-czr8c (Accessed: 24 February 2024).

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