Tourism in our country has never faced such an optimistic scenario. At least when it comes to numbers. The sector hopes to reach a record in tourist arrivals and spending this year, and is feeding the expectation that by 2040 Spain will be the biggest tourist destination on the planet, ahead of even France. Of course, not all visitors who decide to spend the summer in Madrid, Barcelona, ​​​​​Cantabria or the Canary Islands are the same. There are those who check the Ryanair website every day to find the best last-minute deal. And those who want to spend more than 20,000 euros per night in a five-star hotel.

Among the latter, the prospects are also good.

In fact, the rise of premium tourism is also increasing the demand for luxury butlers, a hitherto little-known professional.

Tourists without a budget. Tourists love Spain. A lot. It is loved by those who travel with little more than a backpack. And by those who leave their five-star hotel without thinking about how much they will spend. The latter was revealed in a study conducted last year by the consulting firm McKinsey & Company, which revealed some telling figures: in just six years, the supply of luxury hotels in Spain has increased by 27%, the flow of “high-impact” visitors has increased by 27%. and the income associated with “high-end tourism” has increased significantly by 5% to 8% annually, double the growth rate of the traditional profile.

The authors of the McKinsey & Company study went further and calculated the footprint of “high-impact tourism” on the country’s economy. The conclusion is that it has a direct economic impact of billions of dollars, with six million tourists with this profile moving in 2022 alone. If the focus is broadened and the entire luxury sector in Spain is taken into account, the figures are equally exorbitant.

Good expectations. The outlook is also good. Or at least that is what the sector hopes. At the end of 2023, Circulo Fortuny published another study, also prepared by McKinsey, which speaks of a growth forecast of the high-end sector between 7 and 9% per year until 2027, which would place it between 23,000 and 27,000 million euros that year. Its authors pay special attention to tourism and markets such as China, the United States or the Gulf countries.

Recently, at a conference organized by the Elite Excellence-Spanish Luxury Federation and Madrid Open Cities, where growth forecasts were shared, the Mayor of Madrid himself, José Luis Martínez-Almeida, recalled the increase in five-star hotels in the city, which numbered dozen.

Even the official Spanish Tourism website has set its sights on the premium business niche, insisting on the catalogue of services that Madrid offers to luxury-seeking travelers, such as Michelin Star restaurants, exclusive accommodation chains, spas, streets dedicated to the luxury trade and entertainment offers. The offer also extends to other parts of Spain, such as Catalonia, the Balearic Islands, Valencia or the Canary Islands, where JLL assures that 94% of the hotel projects under development correspond to four or five-star accommodation.

More than hotels. To establish itself as a luxury destination and attract tourists who want to spend small fortunes during their vacations, it is not enough to have Michelin restaurants, spas, exclusive marinas or hotels from the Four Seasons or Ritz chains. There is also a need for trained and experienced professionals, technicians in the sector. Their duties, as it turns out, are so important that the demand for luxury butlers increases World In one report he describes an “explosion” in the search for this profile.

“The ultra-luxury guest is much more demanding and finds that there are few expert staff. We are talking about a tourist who pays 24,000 euros per night and you cannot provide him with inexperienced staff to serve him. In Spain, direct customer service is very developed. The neglected customer”, explains Juan de Dios, CEO and founder of the International Butler School. Two years ago, he launched the Luxury School precisely so that professionals in the sector can deepen their knowledge of protocol. doormanyachts or boutiques.

More than just transport trays (much more). Just because they’re called butlers doesn’t mean they fit the Hollywood archetype. The expectations for 21st-century employees are different; they’re much more than just carrying trays or unpacking luggage. At Escuela de Lujo, for example, classes are taught on protocol, etiquette, verbal and nonverbal communication, security, Chinese, Arab, Japanese and Russian culture, or event organization, among other concepts.

Their job is not only to meet their customers’ needs, but also to anticipate them. And of course, the salary is accordingly: World For a junior housekeeper with three years of experience and a good level of English, we are talking about 45,000 euros per year, a significant sum that can go up to 80,000 euros in the case of a senior professional with more experience. The amount increases exponentially if the work is done in other countries.

“We were not ready”. Spain is Excellence CEO Ana Alonso confirmed that although Spain was not a leading destination in the luxury tourism circuit until recently, it has begun to welcome high-end travelers. “And we were not used to this clientele. If we want to receive quality tourists, we need good management services. There is a greater lack of services. doorman and training in all hotels,” he says. In addition to Butler, other profiles are also active in the sector. House manager anyone customer advisor.

They all have the same goal: to ensure that premium customers have an experience that they will fully enjoy in proportion to the high prices they pay. It doesn’t matter if that means researching your tastes to prepare your favorite dessert and decorate your room to your liking before your arrival, or visiting every store in Madrid to find your favorite olive variety.

Who said it’s impossible? The demand and interest aroused by the profile is evidenced by the existence of different centers responsible for the training of professionals. Vanitatis For example, he spoke to La Alberta Group, which is dedicated to creating “personal angels”—professionals designed for the most elite millionaires. “They are responsible for all kinds of tasks, both personal and professional; they have to be able to find vintage Dior shoes from 1976 and also know how to organize a wedding. home office and I read the accounts of a company,” they explain.

As Alonso explains, the challenge facing the tourism sector in Spain is for guests to continue to enjoy the services of their homes while staying in the most exclusive accommodations. And in this effort, they are pampering their homes as new luxury hotels and accommodations open. doorman and there is a profile that stands out in terms of management: the profile of educated and experienced luxury butlers.

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