School for Butlers & Hospitality


Our history

In the late nineteenth century Frans Vermeulen, the great grandfather of Vincent Vermeulen, started out in hospitality. At an early age he understood what it was to be at service to people and quickly he became maître d' on the market square of the beautiful, medieval town of Bruges, Belgium. Earning his own money, he quickly setup one of the first catering firms and in 1906 he started working as a private cook for the Baron de Tilleghem at his castle and soon experienced what private service was.

Frans Vermeulen’s son, Raymond, started with his wife a small boarding house at the Belgian coast to accommodate the mine workers looking for a healthy environment during their vacation, this was shortly after the first world war. Within the first years, they also started the first restaurant in the small town of Wenduine.

In 1978, Willy Vermeulen, Vincent Vermeulen’s father refurbished the small pension and turned it in to a gastronomic restaurant and upscale hotel. It was the first restaurant in the region to be mentioned and be awarded in the Michelin guide. Vincent and his brother Gino quickly became part of the team serving and cooking on a high level. After finishing hotel school, the 2 brothers travelled around Europe working in the finest hospitality operations there are. 3 star Michelin names such as L’Oasis (La Napoule, France), Taillevent (Paris) and Joël Robuchon gave the brothers the necessary knowledge to improve their business back in Belgium.


In 1993, at age 19, Vincent took over the business and it only took 6 years to turn it in to a national company. Expanding to 3 banquet halls over Belgium and a national catering service, the company employed up to 120 people staff at one time, servicing companies, private families and even royalty.

Always searching for the highest level in what he did, Vincent Vermeulen sold his company and attended the butler school in England, near London. He worked as a butler in the iconic Lanesborough hotel in London and oversaw a butler service operation house in France for an English couple. The past years he has been operating in senior management of multi-outlet hospitality operations with some focus on the casino industry. His last position as general manager at a Michelin starred operation opened his eyes yet again to the fact that the hospitality industry is in need of high level service and it fueled his slumbering idea of the school for butlers and hospitality. Vincent Vermeulen’s time is fully dedicated to the school and its expansion worldwide and providing only but the best thru his motto: “separate and improve”.

School for Butlers and Hospitality not only focusses on teaching the past but also the modern challenges ahead in todays fast paced world.

School for Butlers and Hospitality considers itself as an institute with old fashioned values but we look much further. Paying attention to brand management so that our partners can profit from our efforts, introducing the latest technology into our trainings and communicating in a new way are only a few examples on how we would like to prepare the butler profession for the future.

The strengths of the brand:

  • Located in Europe and building our network from within
  • A company with 130 years history and guided by the fourth generation hospitality person
  • Based on European values, standards and its culture
  • A network of very respected partners to support the brand worldwide
  • Individual investors to assure the financial future
  • In depth knowledge of hospitality operations in the broadest sense of the word.
  • An international PR scope

As of October 2014, School for Butlers and Hospitality is officially approved by City & Guilds London. This organization guarantees a quality system recognized by thousands of employers around the world. The butler qualification has been established by the University of West London and the head butler of the royal family.

This school offers programs in:
  • English

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This school also offers:


Butler Training Course

Campus Full time 5 - 20 days November 2017 Belgium Brussels

School for Butlers and Hospitality has developed a unique set of techniques you will remember all your life. You will be prepared for any possible situation you might handle working at almost any level in the hospitality and tourism sector. [+]

What you will learn at our school? Laying the table, managing a wardrobe and welcoming guests are the quintessential qualities of a butler. Unfortunately, this is not enough in the 21st century. We see our students as trained professionals, not only on the practical side, but on the organizational level, as well. School for Butlers and Hospitality has developed a unique set of techniques you will remember all your life. You will be prepared for any possible situation you might handle. Our curriculum is truly unique! We offer a combination of interpersonal skills complemented with our unique set of nine, butler techniques. Here is a small overview of our curriculum. The SBH techniques When you start education at childhood, writing and reading is first. Our 9 butler techniques are indispensable to be a great butler or hospitality professional. Every situation you might encounter, you can apply one or more of these techniques. We help our students to instill these techniques in their lives as habits. Wardrobe Presentation is key. You or your principal will like to be dressed in an impeccable way. We will teach you how to manage the next generation wardrobe. The 7 secrets of a handmade gentleman's shirt Packing a suitcase and three ways to secure the shipping of it How to clean a $7000 pair of shoes The 15 clothing shops you should know as a butler How to shop for quality clothing, anywhere in the world Personal and psychological butler skills As a butler you are on stage, 24/7. Presentation, body language and service need to be in balance at all times. Therefor we present you following parts in the curriculum: The guest matrix: handling different types of guests The one thing a butler never says (and it's not "no"...) How to talk you out of any situation, without embarrassing anyone The 3 golden rules of behaving with your principal Verbal and non-verbal communication NLP techniques for butlers Service & table management The profession of butler is and always will be a very hands on job. We focus very intensively on practical service and how to deliver it on the highest level possible and with an ongoing consistency. The 6 p's of planning How to develop an unmatched eye for detail Different styles of service: from silver service to the newest trends Silver care Human Resources In your capacity as butler, you might be at the helm of the household. It is an impossible job to execute without building the best team you can get and working with people as passionate as you are. At School for Butlers and Hospitality we prepare you to be a hospitality HR manager. Assessing security issues before anyone comes to the household for an interview How to test the candidate with a very effective exercise We provide you with standard documents to use with any job interview How to conduct a reference check Sensitivity and cultural appreciation exercises for various nationalities working in the household Household management If you have ever tried to keep up with having your own household in perfect order, you know it's a daunting task. As a butler you will be employed in large households and you will need to handle this in a very professional way. The three most essential tasks to perform, daily How to check a room How to set up a 'smart' home Domestic staff plan Etiquette & protocol On more than any occasion, people will turn to you in order to have the right attire for the right invitation. Or they might just not be daily concerned about etiquette. That's where the professional butlers comes in, with the right training... The history of etiquette The right use of two handkerchiefs How to escort a lady Opening doors Seating arrangements for different style of meals Guest care procedure Greeting and assisting visitors Establish routine procedures for guest care Handle non-routine situations effectively according to established guidelines Evaluate own performance and identify opportunities for improving relationships with customers/guests The maintenance of a safe and secure working environment Maintain health and hygiene practices Follow fire procedures Maintain a safe environment for customers/guests, staff and visitors Maintain security in the working environment Maintain effective working relationships Maintain effective working relationships with colleagues Housekeeping procedures for butlers Operate and monitor cleaning schedules Monitor a range of accommodation services Operate a linen and laundry service Food service operations for butlers Prepare food service and dining areas Provide a silver service/butler service Organise a buffet service Organise the clearance of dining/service areas and table items Introduction to wines, spirits and cigars for butlers Investigate wine production and its characteristics Store wines Serve wines Store and serve cigars Stock, prepare and serve spirits Valeting duties for butler Pack and unpack customer/guest clothing Lay out articles of clothing Maintain articles of clothing and footwear Carry out additional valeting service Flowers and flower arranging for butlers Identify the characteristics of fresh material Maintain plant material and equipment Produce a range of floristry designs Maintaining surfaces and antique furnishings for butler Research antiques, collectables and objects d’art Care for wood and other antique furniture Care for antique books Care for marble and other stone surfaces Maintain antique clocks Organization of travel arrangements for butlers Make travel arrangements Make accommodation arrangements Carry out pre-travel arrangements Open and close a house Event management for butlers Plan and prepare events Assist with running events Assist with closing down events React to emergencies at events Car maintenance and preparation for butlers Valet a car Carry out routine maintenance checks in preparation for travelling Procedures for dealing with shotguns for butlers Handle shotguns safely Safely store and transport shotguns Domestic animal care for butlers Prepare and clean animal accommodation Provide food and water to a range of animals Move, exercise and restrain animals As an officially recognized Education Centre by City & Guilds, London we bring the full curriculum of this Level 3 qualification. On top of that we offer our own unique topics to bring the most intensive and complete butler course in the world. 4 week butler training November: 8th Investment: € 6980 5 day butler training November: 8th Investment: € 1550 What is included? The school is non-residential but offers a complete package: 5 day training: The majority of the classes are held at luxurious 5 star hotel and 18th century castle. Two coffee breaks per day and lunch Waistcoat, cufflinks, gloves, tie and handkerchief are provided with the school logo High quality notepad, pen and personalised stationary. Graduation reception Free wifi Acces to our "Alumni" section of the SBH website. in addition for the 4 week training: Full butler uniform of high quality to complete the training* Placement opportunities worldwide (position not guaranteed) All field trips are fully organized: transportation, meals and photo report. Accommodation (for students of selected countries, please inform) Field trips Bentley Master cheese riper Private jets Champagne Bollinger (FR) JM Weston ISPC High end jeweler Tea sommelier Requirements Dark navy blue suit and white shirt according to our instructions. Black oxford shoes. We recommend bringing a laptop or tablet. [-]