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T
echnology has dramatically changed
the way people interact, and with the
proliferation of smartphones, text
messaging has now replaced email as
the favourite mode of communication. But while
the speed of advancement has created an
appetite for newer, better gadgets among all
aspects of society, there is one role that has
withstood the influence of technological
advancements and remains highly prized for its
long-standing respectability and traditions – and
that is the role of the quintessentially English
butler, quite possibly the last bastion of civility
and refinement as we know it.
The stereotypical butler we’ve all become
familiar with in films and television, most
recently in the series Downton Abbey, is much
admired and emulated around the globe.
But unlike his predecessors, the only thing
starchy about the modern butler is his shirt
collar. Yes, he still maintains the same
deportment – impeccable manners and
immaculate attire – but his demeanor is
more convivial and welcoming. Even today,
he is expected to tie the perfect bow tie;
balance the silver salver on one hand with
ease; and fold, iron and polish to perfection.
He also comes armed with a winning
personality, and a wide range of skills and
experience that are perfectly suited to
managing his employer’s modern lifestyle.
‘The majority of butlers today are often more
of a “lifestyle manager”, usually equipped with 
Demand for professional butlers is
growing within affluent households
and establishments around the
world. Rowena Marella-Daw finds
out how their role has evolved to
meet the exacting requirements of
21st-century employers
At your service
Image: Moviestore Collection Ltd

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a tablet computer,’ explains
Neil Anthony Richmond,
managing director of Morpho
Luxury Asset Management. ‘They
are fully IT conversant, multilingual,
and frequently travel worldwide for their
employers to ensure that everything – from the
superyacht in the Caribbean to the private
estate in the South of France – is running
smoothly.’ It’s no surprise then that butlers are
in great demand within the growing circle of
high net-worth individuals across the globe. ‘In
some regions such as Asia, particularly in Hong
Kong and China, employing the services of a
traditional British butler is gaining popularity,
and recognised as a sign of utmost prestige and
sophistication,’ Neil affirms.
A hotel classified as five or six star can be
proven worthy of its rating by the quality of
service it provides. And what could be a better
yardstick than the calibre of its butlers? The
Savoy hotel in London, a favourite haunt of the
rich and famous since it opened its doors in
1889, continues to not only make royals feel at
home but also all its guests.
‘Sadly, it’s very hard to find people who are
trained in the profession,’ says Sean Davoren,
head butler at The Savoy. ‘The high calibre of
guests that come here know exactly what they
want, and the butler needs to be able to deliver.’
For this very reason, The Savoy Butler Academy
was established three years ago as part of the
City & Guilds accredited Professional Butlers
Diploma programme designed and developed
by Buckingham Palace and The University of
West London. Sean works closely with Patricia
Paskins, course lecturer at the university’s
London School of Hospitality and Tourism,
to combine theory and practical experience on
subjects ranging from customer care for VIP
guests, advising on formal clothing and
international etiquette, to wine tasting and
organising travel arrangements.
Alongside his specialised skills and experience,
what distinguishes a butler is his attitude. Sean
strives to instil the mindset that, ‘I’m not a servant,
but I choose to serve you. It changes their whole
persona, and they behave differently,’ reveals
Sean, who heads a team of 15 butlers, four of
whom are female. Generally, trainees will have had
experience working in the hospitality sector, but
that doesn’t get them off the hook. ‘They go
through a very rigorous training programme,’
Sean reiterates. Suffice it to say, it’s the ‘boot
camp’ of the hospitality industry. And woe betide
the applicant who shows up for an interview with
dirty fingernails and holes in his socks!
Such is the reputation of The Savoy’s world-
class butler service, it was chosen to put 13 of
Etihad Airways’ senior cabin crew through the
mill during an intensive three-week training in
preparation for the launch of its A380’s ‘The
Residence’ three-room cabins. Training the
cabin crew was a refreshing experience for
Sean: ‘Demonstrating our expertise on how to
deliver services with style and professionalism
took our role to new heights. It is the client’s
own home in the sky, and seeing these services
adapted to air travel was very exciting.’
So what does it take to please discerning
clients? Luxury hotels such as The Savoy are
frequented by royalty from around the world,
pop stars, billionaires, families and local guests.
They can come from very diverse backgrounds,
so butlers need to be clued up on cultural
differences and expectations. ‘Chinese clients
take their shoes off as soon as they enter the
suite, so you have to have slippers by the door. I
always have green tea ready for them. I also have
a theory that if you look after the children, then
the wife, the husband will be happy.’ Even the
pets get spoiled here – a range of beds and
special dog menu are on offer, and the butler
will happily walk your pooch while you go
shopping or get pampered at the spa.
Trust is a rare commodity, especially in our
social media-obsessed society, and the phrase
‘what happens in Vegas stays in Vegas’ also
applies in the butlering profession.
Confidentiality and discretion are paramount in
this business, and the butler has to earn the
trust of his client or employer. As Neil puts it:
‘There is an unwritten code of honour all
professional butlers must adhere to – always,
and forever – beyond their term of employment,
in retirement, and even after the passing of a
previous employer,’ although butlers are more
often than not required to sign confidentiality
agreements.
There’s never a shortage of out-of-the-
ordinary requests to keep butlers on their toes.
At short notice he could be jetting off to the
Atlantic or the Mediterranean to purchase a
particular dish of food, brand of cigar, or special
jewellery. There’s the supermodel who bathes
only in goat’s milk, arranged by the butler to
be delivered all the way from Wales. However
demanding the role may be, it has its rewards.
In Beeton’s Book of Household Management,
first published in 1861, the recommended
annual salary for butlers was £55 to £90.
Today a butler can command anywhere
from £30,000 to £100,000.
While the butlering profession is 85 per cent
male, according to Patricia, ‘there is certainly a
growing demand for female butlers. It depends
on the client. Some prefer a female and these
tend to be Middle Eastern households, some
female celebrities or single ladies, and
sometimes families with children.’
The role of the butler has historically been
one of a household servant, and generally
restricted to gentry, but the modern-day butler
has evolved away from the notion of servitude,
adopting a modern take on a centuries old
tradition.
(fairmont.com/savoy; morphomanagement.com)
‘Suffice it to say, it’s
the “boot camp” of the
hospitality industry’
© Carnival Film & Television Ltd
Photographer: Nick Briggs
JIM CARTER as Mr Carson
The Savoy entrance
The Beaufort Bar
at The Savoy
Credit: Photos
courtesy of The
Savoy