SPECIAL AWARDS ISSUE - Luxury Attitude · PDF fileWe are dedicating this “Special Awards” issue to each of ... My ambition, which I would like ... has become a holiday destination

LUXURY magazine No. 9

ConsultanCy and training

SPECIAL AWARDS ISSUE

T H E H U M A N D I M E N S I O N A S A L U X U R Y

Those who enjoy working in “Service” know that the finest reward is a sincere

smile from a Client.

In this 9th issue of our Magazine, we wanted to pay tribute to all those we assist, who thanks to their tenacity and their ability to bring staff together, have received Client Relation Awards.

For LUXURY ATTITUDE, Service Excellence requires a new approach to Client Relations. Motivated first and foremost by the desire to please, a staff member gives Clients an emotional dimension in which “desire” becomes more important than “need”.

What sector immediately springs to mind ? Luxury hotels, of course. So why not use the same peerless approach to Clients in all businesses, whatever the sector ?

Thanks to its expertise in the world’s top luxury hotels, LUXURY ATTITUDE is offering to share the fundamentals ofquality Service with any company seeking to create an exceptional Business/Client relationship.

For the past fifteen years, we have been assisting managers who scrutinise their actions every day, in order to provideevery Client with Excellent Service.

In this special issue of our Magazine, LUXURY ATTITUDE, we want to pay homage to some of the companies we assist. Each of these firms succeeds, in their own particular field, in creating an indelible impression that adds to their Clients’ emotional experience.

Whether they come from luxury hotels and boutiques or quite simply from companies that seek inspiration in the strategies used by these sumptuous establishments, they have made Service one of the key asset to winning Clients over, standing out from the crowd and creating enchantment for each of their Clients, as you’ll see.

We are dedicating this “Special Awards” issue to each of the 75,000 people worldwide who have been trained in a “LUXURY ATTITUDE”.

Editorial

Contents

Erik PEREY & Lionel MEYER Co-founders of LUXURY ATTITUDE and CUSTOMER EXPERIENCE

1

NESPRESSO .............................................................................................. 2-3

Le PLAZA ATHÉNÉE ........................................................................ 4-5

Le MÉTROPOLE ................................................................................... 6-7

Le MEURICE ............................................................................................. 8-9

HSBC .........................................................................................................10-11

Les SOURCES DE CAUDALIE ........................................12-13

L’HôTEL DE PARIS ....................................................................14-15

LIVERAS YACHTS ................................................................................16

La MAMOUNIA .....................................................................................17

Le MAJESTIC BARRIÈRE ................................................................17

Le MAZAGAN BEACH RESORT ..........................................18

La RÉSERVE GENÈVE .......................................................................18

AIR FRANCE ...............................................................................................19

The «Palace» distinction for luxurious hotels ........20

Latest news...................................................................................................20

LUXURY ATTITUDE ACADEMY ..........................................21

NESPRESSO andLUXURY ATTITUDE

design a newGrand Cru Service.

2

LUXURY ATTITUDE - Magazine No.9 SPECIAL AWARDS ISSUE

© Nespresso

NESPRESSO won the top three awards for Client Relations in 2012:

Overall winner for Client Relations, for all sectors.

Winner of the Client Service Election for the year in the “specialist distribution” category.

Winner of one of the Qualiweb Trophies.

Advised by LUXURY ATTITUDE, NESpRESSo wanted to reinvent the boutique Experience and offer its members a few exclusive moments of pleasure – the pleasure of purchasing the product and the pleasure of tasting it. This was an ambitious programme and the entire Service was redesigned, from A to Z.

Arnaud Deschamps, Managing Director, NESpRESSo FRANCE: “We had to make life easier for our Clients so that they could concentrate on their experience.” The “Experience” project was therefore launched, with LUXURY ATTITUDE as its consultant.“It was a major challenge but it brought new life to our approach. The first stage with LUXURY ATTITUDE functioned extremely well.” This first step involved in-depth consideration of what was required, a process undertaken by LUXURY ATTITUDE and all the company’s departments in transversal think tanks.

The Managing Director of NESpRESSo FRANCE confirmed that, “LUXURY ATTITUDE helped us to realise the extent to which our coffee machines are decorative items. This is a major advantage for us in comparison to our competitors. We learned to talk about the machines as an object of desire again, not as a mere requirement.”NESpRESSo created the market for single-cup coffee capsules and its success is well-known.

This was the aim of the “Experience” project and its scope presupposed close cooperation with LUXURY ATTITUDE over a certain period of time. For the teams, it was an opportunity to think more about NESpRESSo’s DNA – a combination of Pleasure, Choice, Exclusivity, Perfection and Creativity.

Arnaud Deschamps is passionate about the project: “I feel that, in France, Service jobs are not very highly thought of. Yet they are magnificent jobs ! I would like the people who work in the Service industry, including at NESpRESSo, to realise how much pleasure they can give the people they deal with.”

The Managing Director of NESpRESSo FRANCE wants to rise to the challenge: “With LUXURY ATTITUDE, we’re really working for the short, medium and long-term. My ambition, which I would like to share with current staff at NESpRESSo and with those who join us some time in the future, is to become a sort of Service school, a benchmark. I hope that every company set up with a real Service-based approach focusing on the Client, will think first and foremost of NESpRESSo. That would be a real success story !”

3

Nespresso is more than a brand; it’s a whole world.This is why Arnaud Deschamps, Managing Director of Nespresso France,

decided to commission LUXURY ATTITUDE in 2009 to design a Service that had the same creativity required for a Grand Cru wine or a new piece of machinery.

The pLAZA ATHÉNÉE:“Once upon a time, there was the luxury hotel of the future” or how Service

Design helps to write a page in history.

Famous throughout the world, the PLAZA ATHÉNÉE is one of those legendary luxury hotels whose name alone instils a desire to travel.

The story begins with the splendid frontage, the canopies and the famous red geraniums.The experience continues in the magnificent foyer, an introduction to a lifestyle celebrated

in a magic decor that gives pride of place to shades of “Plaza Red”.

4


There’s no trendy interior designer here, just the desire to give each of the 188 bedrooms and suites a feeling of convivial elegance, in the Louis XVI and French Regency style or, in the case of the top two floors of the hotel, in the Art Déco style. It certainly appeals to the Clientele. They are delighted by the subtle combination of modernity and tradition. The pLAZA ATHÉNÉE is also synonymous with Alain Ducasse: “the Haute Couture of Taste”. Cultivating the unique feeling of being in a place untroubled by time or space requires constant attention – and 500 people are involved in providing just that every day.

Twelve years ago, Management asked LUXURY ATTITUDE to redesign a Service that would create customer loyalty.

Far from aiming at standardised perfection, the objective of the brief was to identify “the soul of the pLAZA ATHÉNÉE” and train staff so that this Human Dimension acted as the driving force in their day-to-day work. LUXURY ATTITUDE began by asking the 500 staff members what they considered to be “the soul of the pLAZA ATHÉNÉE”. This led to a Service Design based on five key words - Service, Family, Generosity, Aesthetics and Innovation. Seminars with Heads of Department then translated this Service Design into Service Signatures that define the actual work perceptible to each Client.Finally, LUXURY ATTITUDE assisted the staff in introducing and implementing the new Service Design and Service Signatures.

Since this first contract in 2000, two training sessions have been held every year for all new members of staff to ensure that everybody is on the same page. As Laurence Bloch, Director of the pLAZA ATHÉNÉE explains: “The consultants from LUXURY ATTITUDE know us. They know where we are coming from and they continue to act as a driving force, pushing to excel ourselves. I think their training sessions are wonderful. It’s really personal coaching for everybody but it’s tailor-made for us.”

5

The PLAZA ATHÉNÉE received countless Awards in 2012, including the following:

500 The Best Hotels in the World: 1st Place in France (result 93.63) by Travel & Leisure U.S;

Best Hotel in European Cities: 3rd Place byTravel & Leisure’s World’s Best;

Top 25 Luxury Hotels in France: 4th Place by Trip Advisor Traveller’s Choice.

Within the staff at the PLAZA ATHÉNÉE, we have been fortunate enough to assist a large number of talented people.

Among them is Denis Courtiade, Manager of the 3-star “Alain Ducasse au plaza Athénée” restaurant. In 2010, he received the “Grand prix de l’Art de la salle” awarded by the Académie internationale de la gastronomie.This was a magnificent form of recognition for a man who is passionate about Service and who, every day, shares with his team the notion of “enjoying oneself to give enjoyment to the Client”.As he says so aptly in his interview published in the review “L’Hôtellerie Restauration”: “If you succeed in appealing to a Client’s five senses, you’ve done a good job!”

Hôt

el P

laza

Ath

énée

- ©

Phi

lippe

Der

ouet

Den

is C

ourt

iade

- ©

Pie

rre

Mon

etta

The MÉTROPOLEimplements

LUXURY ATTITUDE in its DNA.

6


© Hôtel Métropole Monte-Carlo - Jolibois

The Hôtel MÉTROPOLE Monte-Carlo received:

the highest award in the Art of Hospitality - Best Hotel in the World 2010 awarded by Leading Hotels of the World.

Its Managing Director, Jean-Claude Messant, was also elected Top Hotelier for 2010.

Convinced that expertise alone is no longer sufficient to become (or stay) a benchmark in the international luxury hotel business, Jean-Claude Messant decided to invest in human resources. The Managing Director of the hotel, who successfully took it to a whole new level, reached out to LUXURY ATTITUDE in 2003, before beginning an ambitious renovation project. “I knew the company because I had been able to appreciate the quality of Service arising from its training sessions when I was a Client at the Plaza Athénée. At the MÉTROPOLE, the Human Dimension of Service was going to give us the competitive edge.”

Initial cooperation with the Board of Management defined the primary areas of Service, the corollary to a concept that fed off dynamism and creativity. “We want Clients to enjoy themselves. We do not want robotic staff. We want them to have a working environment in which they feel good”, says Jean-Claude Messant reflectively. “All our new staff are trained by LUXURY ATTITUDE. They spend two days discovering concepts that they have never seen before. This is a huge boost to motivation.”

With staff that are capable of exceeding expectations when it comes to Client Service, the MÉTROPOLE has become a holiday destination and a place filled with joie de vivre. For the past nine years, LUXURY ATTITUDE has been providing input for

the new chapters in its extraordinary story. “Every year, we conduct a review to define the next area requiring our attention. We take a look at anything that needs improving, adding or removing,” explains the Managing Director. He ends by saying, “When you step into the hotel, you feel that it’s different and that its DNA has a much stronger character than anywhere else !”

7

The Hôtel MÉTROPOLE Monte-Carlo is now a destination in its own right. Seeing it for the first time amazes and delights all the senses. It touches our emotions.

It is a dream personified. The architecture and decor are conventional and timeless with just a touch of modernity. It expresses the idea of Excellence and attracts an

experienced Clientele seeking a luxury hotel that is in step with the times.

© H

ôtel

Mét

ropo

le M

onte

-Car

lo

LE MEURICE:When a

design genius meetsService Design.

8


Located in the heart of Paris, just a step away from Place Vendôme and Rue Saint-Honoré with their myriad of luxury boutiques and young designers,

LE MEURICE is a haven of peace and tranquillity where Clients can enjoy just being themselves.

© Hôtel Le Meurice

In addition to the many awards won by LE MEURICE for the Excellence of its Service, two of the hotel’s bestknown staff members have been honoured this year.

Estelle Touzet, Head Sommelier at the hotel since 2010, received the Sommelier 2012 Award from the Académie internationale de la gastronomie.This well-trained nose lives out her dream every day with her team and the Clients of Le MEURICE, dazzling their emotions with her understanding of flavours and the pleasureprovided by the wines that she recommends.

A short stroll from “Le Meurice” restaurant is the second talent rewarded this year - William oliveri, Head Barman at the Bar 228, who received two awards. Condé Nast Traveller Russia awarded him the title of Best Bartender in Paris and Most Beautiful Bar in the World & The Best in Paris for Cocktails. What more is there to say about this “confidant,confessor and host”, as he likes to describe himself; a man who gives each of his Clients a personalised welcome ?

LE MEURICE received numerous awards in 2012, including:

500 The Best Hotels in the World: 6th Place in France (result 90.64) by Travel & Leisure U.S;

Gold List – World’s Best 511 Hotels, Resorts, Cruise Lines: 4th Place in France (result 92.5) by Condé Nast Traveller U.S;

Luxury Travel Advisor Award of Excellence - Best Restaurant in a Luxury Hotel/Resort Worldwide.

It was the new Managing Director, Franka Holtmann, who waved the magic wand, creating a new commercial dynamic, a more ambitious position and a substantial programme for improvements. It is also here that Yannick Alléno, Chef of the Michelin 3-star “Le Meurice” restaurant, gives free rein to his creativity to reflect the various seasons of the year.

Four years ago, Clients discovered surroundings that had been completely redecorated by the genius of design, philippe Starck, and his talented daughter, Ara. The new areas are decidedly contemporary yet they have retained the atmosphere of unadulterated luxury that gives this magnificent hotel its soul and character.

It is relatively easy to control all the material aspects of a hotel but mastering the Human Dimension of Client Relations is, of course, much more of a challenge. Maximising this resource was therefore an essential issue and one of the priorities of the new Managing Director.

In the space of eighteen months, LUXURY ATTITUDE brought all the hotel staff together in a programme entitled “Le Meurice Service Design”, beginning with a benchmark project focusing on Service Excellence. Implemented by the hotel’s 400 employees, the programme consisted of role playing sessions and educational films. With its combination of pragmatism and efficiency, this first step enabled the staff to identify specific situations before defining the most appropriate behavioural patterns. An analysis of the specificity and identity of the Service expected by the hotel’s Clientele, which is now younger and often from the business world, then led LUXURY ATTITUDE to provide training for all the relevant staff. Having been made aware of the role played by people in adding value to the hotel experience, the employees were trained in the skills of Client contact in a very hands-on manner. A warm

welcome, Empathy, Availability, Enthusiasm and a Smile became self-evidently, part of their everyday lives. Supported by the wonderful impetus of teams ready to provide their best, everybody can now congratulate themselves on the first tangible results.The dynamic, open image of LE MEURICE held by each employee has been recognised and unanimously commended by the Clients and the industry. According to the General Management, ”The Human Dimension is one of the most complex aspects to introduce and the very high level of expertise provided by LUXURY ATTITUDE helps us in approaching this. The hotel has enjoyed a considerable increase in turnover. The positive feedback from Clients through the “Guest Comments” and from mystery shoppers sent by numerous bodies, in particular American Express Platinum, confirm that this is an excellent partnership.”

9

© E

stel

le T

ouze

t - M

auri

ce R

ouge

mon

t©

Will

iam

Oliv

eri -

Hôt

el L

e M

euri

ce

HSBC andLUXURY ATTITUDE

add value to Service as a means of differentiation.

By undertaking an extensive programme of network development and renovation, HSBC is continuing to implement a strategy aimed at conquering new markets by

establishing a proximity relationship with its Clients.Although the emphasis has been on architectural design, the new areas have also been

entirely redesigned to give each visitor a premium experience.However, HSBC knows that it stands out from the crowd thanks to the men and

women in its network so it has pushed its rethink to the limits and taken a fresh look at ways of establishing Client contact within its new Client areas.

10


© Agence HSBC Premier - Paris Auber

To ensure the success of these discussions and implement their conclusions in operational terms, HSBC asked LUXURY ATTITUDE to assist its teams in building a Service Design that reflects the new architectural concept.

Created during a seminar attended by staff from various departments (Client experience, network, sales, agencies etc.), the basic tenets of the HSBC Service Design were defined as a prelude to the educational films illustrating the Signs of Excellence that are now emblematic of an HSBC Service which can establish long-term relationships with Clients, based on an approach that takes account of the following three dimensions – Expertise, Aesthetics and Relations.

After increasing staff awareness of the importance of an active Client relationship, LUXURY ATTITUDE defined the essential aspects of effective, constant, customised Service. Assisted by Benchmark Situations during which words, gestures and behaviour are essential to decision-making, the staff learned how to guarantee the unique nature and very high quality of the HSBC Client Service.

LUXURY ATTITUDE had the great pleasure of being involved with the new HSBC premier concept launched at the HSBC premier Centre in Paris-Auber. It is an entirely new way of receiving visitors in a real Premium environment and ensuring that they will enjoy an extraordinary Client experience. pascal Julliard, formerly the Director of the HSBC premier Centre in Paris-Auber, explains, “The LUXURY ATTITUDE seminar was the cornerstone of our approach to Service Excellence. The first lesson is based on a fact that seems self-evident but which is worth emphasising – quality is everybody’s business, at all times.”

In fact, all the staff, trained in a transversal manner, experienced the Human Dimension of Service or, as Pascal Julliard says, “How to change from a Service mindset to an attitude in the everyday banking world, without losing touch with our profession”.Having been made aware of the effect of their behaviour, the team worked to transform the key moments in the life of an HSBC premier Client. “In a concept as high-tech and expert as the HSBC premier Centre in Paris-Auber, awareness of the impact of individual staff members on a Client is of vital importance. Our aim is to be the most frequently recommended bank in our strategic target areas,” says Pascal Julliard. “The HSBC premier Centre in Paris-Auber is one of the shop windows for the outstanding quality of Service provided by HBSC. LUXURY ATTITUDE has more experience in sectors other than banking and this is very important. LUXURY ATTITUDE helped teams to see things differently, taught them to put themselves in the Client’s shoes. Once that was established, they discussed how they could provide a different form of Service based on the Human Dimension.”

11

HSBC was awarded:

The Quality Trophy 2010,By the Cercle Magellan

© A

genc

e H

SBC

Pre

mie

r -

Pari

s A

uber

Les SoURCESde CAUDALIE:

When Service Design

adds a personal touch to well-being and authenticity.

12


© Les Sources de Caudalie - Matthieu Cellard

Les SOURCES de CAUDALIE have received the following awards:

in 2012 the title of Best Hotel Spa in Europe, by Condé Nast Traveller and Best Destination Spa at the Best Spa Awards.

Each suite or room has been personalised in an elegant and simple way, reflecting the surroundings in which white peacocks roam free, accompanying Clients to the Vinotherapy Spa where they can enjoy the benefits of spring water drawn from 540 metres below ground, water that is naturally warm and rich in minerals and trace elements. Knowing the fabulous potential of Les SOURCES de CAUDALIE, the Management felt that its values and ambitions were not being sufficiently highlighted in the Service provided by its staff. There was a gap between the message from management and the way that particular message was perceived by the Clientele.

LUXURY ATTITUDE began by training departmental heads and their assistants. Together, they formalised a system of values that served as a benchmark for Service in the spa. Some one hundred staff members were then taught about these fundamental values – Well-being, Generosity, Authenticity, Exception and Emotion. Staff members were, for example, made more aware of the magical surroundings by means of a “Wonderment Statement” but were also taught the importance of making a Client’s visit an unforgettable experience. They learned how to do it, through certain words, gestures and courtesies.

Jérôme Tourbier, Associate Director of Les SoURCES de CAUDALIE, which he founded with his wife, is delighted at the cooperation. “LUXURY ATTITUDE was the ideal player, helping us to translate our philosophy into very real achievements. We provide the attentiveness of a luxury hotel with the warmth of a family home – through tangible Services.” He emphasises that, “LUXURY ATTITUDE increased the staff’s understanding of their jobs.” He goes on, “When people from the outside with this level of expertise, people like LUXURY ATTITUDE, tell you that, “You are really fortunate. You can give your Clients an insight into the generosity and well-being that emanate from these superb surroundings”, everybody agrees with what they say !”

13

Les SOURCES de CAUDALIE is a property set in the heart of the vineyards in Graves, on land belonging to the famous Château Smith Haut-Lafitte.

Although it is a relatively new venture, it already has a soul and it attracts Clients in search of authenticity and serenity.

© L

es S

ourc

es d

e C

auda

lie -

Alic

e an

d Jé

rôm

e To

urbi

er

Hôtel de PARIS:When

Service Designbecomes the substance of legends.

14


© Hôtel de Paris - Monte-Carlo

Hôtel de PARIS Monte-Carlo received:

Best Hotel in Southern Europe World Top 100 of “Reader’s Choice Award 2011” by Condé Nast Traveler in 2011.

World’s Best Hotels - TOP 100 by Travel & Leisure in 2011.

The Leaders Club Guest Recognition Award of Excellence 2010 by Leading Hotels of the World.

Luca Allegri, its former Managing Director, now Director of Operations (Hotels, Spas & Resort) in the Monte-Carlo SBM Group, was elected Best Hotelier 2010.

Leaders Club members are the most loyal Clients in Leading Hotels of the World. Every year, its members award a prize to their favourite hotels. This is therefore a very special reward since it is attributed by the Clients themselves.

Once managerial actions had been defined, LUXURY ATTITUDE brought together the entire executive team to increase their awareness of the desire for personalisation and Service Excellence. Some fifteen departmental heads were introduced to the areas where improvement was required and encouraged to act together in a spirit of cohesion and dynamism. The Managers also drafted the Signs of Excellence for each profession. These Signs of Excellence have been part of every daily briefing since then, changing the day-to-day life of the 400 staff members who were then trained in these new ways of working.

Luca Allegri, Managing Director of Hôtel de PARIS, has always trusted LUXURY ATTITUDE: “I’ve known the company for a long time. I love the work it does because everything is built up around the Service Dimension.” He added, “The programme, “Bringing the legend to life” was very positive. The whole team understood the need for this approach and, thanks to LUXURY ATTITUDE, the staff became aware of their personal responsibility while rediscovering pride in their work.”

15

To reach the objective of providing ever-increasing levels of satisfaction for extremely demanding Clients, LUXURY ATTITUDE designed a three-stage programme. It began by bringing Management together to encourage a common ambition summed up in a

strong slogan, “Bringing the legend to life”.

© Hôtel de Paris - Monte-Carlo

© H

ôtel

de

Pari

s -

Mon

te-C

arlo

SB

M -

Hut

chin

gs R

alph

16


Make each member of the Andreas L crew a creator of EmotionalExperience.

LIVERAS YACHTS is a company well known for its innovation, its customised yachts, its top-quality service and its gourmet cuisine for the elite. Having built the largest yachts on the market and acquired a reputation for excellence based on attractive design and impeccable service, LIVERAS YACHTS is still continuing to develop as a company.

Andreas L is the latest superyacht purchased by the company. Catering for 12 guests, it is a 60-metre motor yacht with a carefully selected international crew that is always available to provide passengers with the service they require.

Despite the superb professionalism of the 15 strong crew of the Andreas L, General Management decided to increase their expertise and lifestyle skills through advanced training by LUXURY ATTITUDE, with a view to creating an emotional experience for guests.At the end of the seminar, the crew members could see the relevance of the LUXURY ATTITUDE concepts for them personally. They include “Three-Dimensional Service”, “On/Off”, “Relational and sensorial experience”, not forgetting “Giving versus Debt” which enabled each individual member of the crew to realise his/her intrinsic added value.

The organisers of the Antigua Charter Show reward the crews of the Andreas L at The Best Yacht Party Award.

© Liveras Yachts - Andreas L

17

La MAMOUNIA, a timeless luxury hotel where the Moroccan lifestyle is central to the Client experience.

The MAJESTIC BARRIèREand LUXURY ATTITUDEcreate “Majestic Emotion”.

After three years’ work that drew on the expertise of architect Jacques Garcia, the doors of this Moroccan gem haveopened again, revealing a world of Arabian and Andalusian architectural splendours.

A year after this revival, General Management decided to develop a project which would translate the hotel’s values (elegance, refinement) or, more specifically, the symbiosis between modernity and authenticity, into Signs of Service Excellence perceptible to Clients.

Managers and staff received training from LUXURY ATTITUDE in a Service Excellence approach that enabled eachperson to make a personal contribution so that, together, they became real ambassadors for LA MAMOUNIA.

The project was an immediate success. In 2011 Condé Nast Traveller awarded the hotel the title, “Best Hotel for Service”.

In 2010, the MAJESTIC BARRIèRE in Cannes hit the headlines thanks to an outstanding programme of building work culminating in a 600 sq. metre penthouse. The butler working solely for this suite is required to provide anything a Client asks for.

When this new wing of the hotel was built, creating a kingdom of luxury, General Management at the MAJESTICdecided to give its Clientele a subliminal experience thanks to the Excellence provided by each member of staff. In doing so, it made Service a key element in the hotel’s uniqueness.

After considering and defining all the material aspects of the concept, the hotel’s managerial team, advised byLUXURY ATTITUDE, designed the Service in terms of values and, later, in terms of Signs of Excellence which would truly delight Clients. This was the “Majestic Emotion”!

After winning three titles at the International Hotel Awards 2011, the finest jewel in the BARRIèRE hotel chain crown is now seen as one of the leading names in French luxury hotels.

La MAMOUNIA received:

The title of Best Hotel for Service 2011, awarded by Condé Nast Traveller.

The MAJESTIC BARRIèRE received three awards at the International Hotel Awards 2011: Best Hotel of France,Best Resort Hotel andHotel Best Architecture

© Liveras Yachts - Andreas L

© L

a M

amou

nia

- M

arra

kech

Maj

estic

Bar

rièr

e ©

Stu

dio

Har

cour

t Par

is


18

How the MAZAGAN BEACH RESORT and LUXURY ATTITUDEdazzle Clients.

The RÉSERVE GENèVE & LUXURY ATTITUDE join forces in a commitment to Excellence.

It was in October 2009 that a fantastic new hotel resembling a medina opened its doors a few miles from El Jadida on the shores of the Atlantic Ocean. In 2011, General Management decided to highlight Client Service Excellence because, having concentrated on the organisational structure that such an important launch requires, the managerial teams had tended, until then, to concentrate on the professional dimension of Service.

To achieve this aim, the hotel’s management and LUXURY ATTITUDE are developing a training programme focusing on the management of Service

Excellence and coaching for staff so that all 1,500 employees of the hotel implement the Service Design and, in doing so, dazzle the Clientele.

To assist the hotel in fulfilling its ambitions, staff members from LUXURY ATTITUDE spent more than 100 days on site in 2011.

The MAZAGAN BEACH RESORT ranked 27th on Géo magazine’s list of places worth discovering in 2011, out of 50 destinations worldwide. It also received the title of Best Luxury Hotel & Spa in Morocco at the World Luxury Hotel Awards.

Discreetly located on the banks of the Lake of Geneva is La RÉSERVE. The Clients, all of them frequent visitors,enjoy the privilege of feeling at home here. The promise of this unique place is based on a concept of unostentatiousluxury, intimacy, refinement and Excellence.To ensure that the commitment was maintained, General Management called upon the expertise of LUXURYATTITUDE to provide Service Excellence in a world of Luxury.

The managerial teams learned that Service Excellence inevitably requires a management that focuses on the human and aesthetic dimensions.

Working with LUXURY ATTITUDE, they also illustrate their Service activities by key words, key actions and key courtesies. These are all tangible signs of their commitment.The operational staff members are trained to absorb a revised notion of Service by means of coaching sessions with LUXURY ATTITUDE and their Manager.

The superb staff was rewarded in 2011 at the World Travel Awards and the International Hotel Awards.

In 2012, the MAZAGAN BEACH RESORT received:

The title of Best Luxury Hotel & Spa in Morocco at the World Luxury Hotel Awards.Géo magazine gave it 27th place in the 2011 “Discovery destinations”.

La RÉSERVE in Geneva received numerous awards in 2011, including:

Switzerland’s Leading Boutique Hotel prize at the World Travel Awards;The titles, Best Hotel Switzerland and Highly Commended Spa Hotel Switzerland at the International Hotel Awards.

© M

azag

an B

each

Res

ort

© L

a R

éser

ve G

enèv

e H

otel

and

Spa

© L

a R

éser

ve G

enèv

e H

otel

and

Spa

19

CUSTOMER EXPERIENCE is helping France’s leading airline to fulfil its latest ambition, “Creating an Experience forAir France Customers”.

CUSTOMER EXPERIENCE is a new entity working with LUXURY ATTITUDE to assist the many companies seeking to turn Service into a real feature that distinguishes them from their competitors (cf. our article on page 20).

For more than a year, teams at AIR FRANCE and CUSTOMER EXPERIENCE have been working together. After significant material investments, within the fleet and within their infrastructures on the ground (for example their lounge), the management of flight crews and ground staff are convinced that it is also time to put Clients back at the centre of the AIR FRANCE culture and “Turn the sky into the best place on Earth”.

There have been several stages in a collaborative project that has gradually become a corporate concept for the Business Class cabin and lounges, the First Class cabin, the check-in and boarding areas and, lastly the Economy and Premium Economy cabins.

“Designed” on the basis of values common to the notion of Service at AIR FRANCE and introduced as Service Signatures specific to each of these “worlds”, a new Spirit of Service has been skilfully introduced by all the operational staff members.Thanks to the staff’s love for their profession, the notion of customer service and their strong attachment to their company, Client feedback was immediately forthcoming.

TTG China, a leading publisher of travel and tourist products in Asia, awarded the company the title, Best European Airline Service in China at the TTG China Travel Awards in 2011 and 2012.

AIR FRANCE received the following at the TTG China Travel Awards in 2011 and 2012:The title of Best European Airline Service in China.

© A

ir F

ranc

e

S E R V I C E M A K E S A L L T H E D I F F E R E N C E


20

A new entity working with LUXURY ATTITUDE.

Over the past fifteen years, LUXURY ATTITUDE has worked with teams from various brands to raise the quality of their Service up to the level expected by their Clients, however varied.

Demanding but always ready to listen, LUXURY ATTITUDE consultants advise staff in these companies to enable them to fulfil their ambition of making their Service a true feature that makes them stand out from competitors. Thanks to several training courses on particular subjects, staff members become aware of their major role in the achievement of success.

Having assisted more than one hundred hotels and Luxury hotels, it was logical for the leading names in the fashion, automobile or banking sectors (whose Client bases consist more or less of the same names) to decide to implement the same approach.

To provide more appropriate input for companies wishing to instigate this principle of Service Excellence, Erik perey and Lionel Meyer, the co-founders of LUXURY ATTITUDE, set up a new brand in January 2011 called CUSTOMER EXpERIENCE. Its sole aim is to prove that “Service makes All the Difference”.

The entity meets the expectations of brands that are not in the Luxury or upmarket sectors but that want to seek inspiration in the codes of practice implemented by Luxury hotels, historically the main Clients of LUXURY ATTITUDE.This development is now revealing the determination of LUXURY ATTITUDE and CUSTOMER EXPERIENCE to takeService Excellence to the next level, moving from simple satisfaction to a memorable emotional experience for the Client.

In accordance with the expectations of French and international Clients, the new grading system has created a “5 star” category and, more importantly, the “Palace” distinction used to add value to certain luxurious hotels on theinternational scene, allowing them to stand out from an ever-increasing number of competitors. This distinction should help to widely spread French culture and increase the attractiveness of France as a destination.

Of the twelve hotels which, to date, have been awarded the prestigious “Palace” distinction, the staff of LUXURY ATTITUDE would like to congratulate nine of its Clients:

The pLAZA ATHÉNÉEThe MEURICE

The PARk HYATT PARIS VENDôMEThe FOUR SEASONS HOTEL GEORGE V PARIS

The AIRELLES in COURCHEVELThe CHEVAL BLANC in COURCHEVELThe GRAND HôTEL DU CAP FERRAT

The BYBLoSThe CHâTEAU de la MESSARDIèRE

The “pALACE” distinction for luxurious hotels

Latest news


21

Training each member of staff in Service Excellence.

As of January 1st, 2013, LUXURY ATTITUDE ACADEMY will be holding several sessions a month for a maximum of twelve people from various companies to look at a topic relating to Excellence in Human Relations.

LUXURY ATTITUDE is introducing an innovative concept: “inter-hotel sessions” (until now, seminars have been limited to staff from a single company), providing the opportunity of training one or more of your managers and staff members in expertise within intra-company relations.

Every month, there will be a different topic, enabling everybody to take as their own the concept of

“Luxury Attitude”;

“Anticipating, managing and easing difficult situations”;

“The art of hospitality for a multicultural Clientele”;

“An emotional experience and additional sales”;

“Managing Service Excellence;

“Personal image” etc.


LUXURY ATTITUDE collaborates with numerous hotels:The Plaza Athénée - Hôtel de Crillon

The Meurice - The MartinezHôtel de Paris Monte-CarloHôtel Saint Géran MauritiusThe Métropole Monte-Carlo

Constance Le Prince Maurice Hotels GroupLucien Barrière Hotels Group and CasinosThe Club Méditerranée - Royal Monceau

The Palais de la Méditerranée – Sofitel - HiltonIntercontinental - Hyatt - Ritz London

Claridges London - Dorchester LondonGleneagles Scotland - Waldorf Astoria Group

Conrad Hotels - La Réserve Genève - Royal RivieraSelman Marrakech - Domaine de La Bretesche etc.

Outside the hotel sector, LUXURY ATTITUDE supports a large number

of brands: Air France - Audi - Axa

Banque de Luxembourg - Barclays - BMWBlancpain - Breguet - Breitling

CFM Monaco - Christie’s - Delvaux - DiorÉric Bompard - Fauchon - Franck & Fils - FredGaleries Lafayette - Buckler Security - Godiva

Grand Optical - Haviland - HSBC - KenzoKrys Group - Le Bon Marché - Lenôtre

L’Oréal Produits de Luxe - Louis Vuitton - LVMHMarionnaud - Mercedes - Montblanc - OmegaPayot - Printemps - Rémy Martin - ST Dupont

UBS - Van Cleef & Arpels - VilebrequinLancel – Neuhaus etc.

Our mission is to decrease the gap between Brand Promise and Client Perception. For more than fifteen years, thanks to our training programmes designed for the Hospitality and Luxury sectors, our Consultants have

enabled more than 75,000 people worldwide to acquire a Luxury Attitude and, in doing so, to take part in their company’s success. One such success story was Nespresso, which won the three main Client Relations awards,

including the Podium général de la Relation Client, open to all sectors of business, in 2012.

25, avenue Montaigne - 75008 ParisTél : + 33 (0)1 34 94 96 83 - Fax : + 33 (0)1 34 94 91 56

www.luxury-attitude.com

P A R I S - L Y O N - B O R D E A U X - M O N A C O - L O N D O N - B R U S S E L S - C H I C A G O - S E O U L

T H E H U M A N D I M E N S I O N A S A L U X U R Y

Documents

SPECIAL AWARDS ISSUE - Luxury Attitude · PDF fileWe are dedicating this “Special Awards” issue to each of ... My ambition, which I would like ... has become a holiday destination