Poised for Success
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This article originally appeared in The Education Issue of APEX Experience.
To meet higher expectations of travelers, Etihad Airways has incorporated best practices of hospitality in its cabin service, through collaboration with specialists in the field.
Butlers in Etihad’s The Residence – their onboard three-room suites – undergo a three-week training program in London to prepare for their roles. Two weeks at the London School of Hospitality and Tourism, University of West London, cover the basic principles of high-end hospitality. One week of on-the-job butler training follows, during which the cabin crew works side by side with the Savoy Hotel’s own world-renowned butlers.
This training, Etihad explains, covers “all areas essential to catering to the personal tastes of guests staying in The Residence,” including “international protocol and etiquette, VIP guest care, valet skills, luxury food and wine service standards and organizing travel arrangements.”
Aubrey Tiedt, Etihad Airways vice-president Guest Services, explains in a statement that the butler program aims to help the airline “provide levels of discretion, dedication and sophistication hitherto not experienced by the modern airline traveler.”
Etihad’s Flying Nanny service is not limited to The Residence. The popular service, available to all passengers, is provided by dedicated cabin crew who undergo a specialized training course conducted through collaboration with the world-renowned Norland College. Flying Nannies receive the same core safety and service training as their colleagues, with specialized training on the principles of family and childcare. The customized course educates Flying Nannies on children’s developmental stages and the different types of behavior, to better understand the travel experience from the child’s perspective and adapt to the needs of families travelling together.
These are service standards the ultra-premium passenger receives on other forms of transport. Jeff Solomon, founder of CruiseCX.com and an expert consultant and advisor to the maritime and aviation industries, explains that high-end cruise lines have similar training partnerships.
“Poise and posture are globally recognized cultural cues that reflect the care and dedication our associates provide in every service interaction.” – Mitzi Gaskins, JW Marriott Hotels & Resorts
“Silversea butlers receive training from The Guild of Professional English Butlers,” he tells us. “Viking and Azamara use Warsash Superyacht Academy. Most of the mass-market companies will typically hire head butlers (with impressive training and experience) and it is then up to this person to manage the butler program on his or her assigned fleet.”
This high-end service is critical to the brand image of these cruise companies, Solomon says. “The cruise industry has built its reputation on service and pampering. Butler and concierge services (and similar) take this to the next level.”
Seven-star hospitality giant Jumeirah Group recruits butlers from the best academies, who, in turn, train its butlers in-house. The company also offers its own butler courses at its Emirates Academy of Hospitality Management. Professional butlers, with enviable resumes, conduct special training sessions at the academy.
The values represented by Jeeves and Mary Poppins go beyond mere dutifulness, however, to the graceful and poised manner in which the duties are performed. A polished bearing is an essential foundation of high-end hospitality.
JW Marriott Hotels & Resorts has found a unique way of ensuring that their staff possess a graceful demeanor by collaborating with the Joffrey Ballet. The “Poise and Grace” video series of training tutorials, led by Ashley Wheater, artistic director of the Joffrey, aims to inspire Marriott staff to put their best foot forward during their pas de deux with hotel guests.
As director of Sales and Marketing Steve Conklin at the JW Marriott Chicago describes it in a statement on the new training:
“When you think of poise and grace, the perfect metaphor is ballet. It’s an easy association for the team. The exercises, which include everything from practicing flow of movement through an obstacle course of tight spaces to noticing eye and heart placement when making a connection with the guest, have truly helped our associates to carry themselves with confidence and deliver a superior level of service to our guests.”
“Poise and posture are globally recognized cultural cues that reflect the care and dedication our associates provide in every service interaction,” says Mitzi Gaskins, vice-president and global brand manager of JW Marriott Hotels & Resorts.
The videos form part of a what the JW Marriott describes as a “Daily Rehearsal – a team stand-up meeting where associates focus on JW Marriott’s unique service culture and discuss the business of the day.” Associates can view the videos one on one, in a group setting, during a hotel-wide meeting – or even via Orchestr8, an in-house social-media app where associates share their guest experiences online.
For Singapore Airlines, cabin crews are key brand ambassadors, and their Singapore Girl represents a long-standing icon of poise, grace and service. To ensure consistent service and presentation, SIA conducts a comprehensive 15-week program for trainees.
“SIA’s Cabin Crew Readiness Program is currently one of the most extensive and rigorous cabin crew training programs in the airline industry,” a SIA spokesperson says. “Cabin crew trainees undergo customized classroom and on-the-job training which includes modules on social etiquette and deportment, personal grooming, passenger handling skills, meal service procedures and food knowledge, language and communication, fleet training, as well as safety, security and first-aid procedures. Carrying out community work and exposure to different cultures during training are also valuable experiences which prepare SIA’s cabin crew members to cater to the international profile of the Airline’s customers and equips them with the skills to handle customers with special needs.”
In its many forms, hospitality, by definition, is about being hospitable: attentive and generous to guests and strangers alike. All travelers, regardless of cabin class, appreciate a warm welcome and relief from the stress of their journey.