The Active Role of the Butler in Today's Hotel Industry. Illustrate your essay with specific examples.

Abstract

The researcher presents a rigorous academic study based upon the role of butlers within the context of a five star hotel. The researcher will seek to obtain empirical data which will be derived from a corporate hotel to assist in meeting the aims of this research project. The researcher will be explicit and critical in his approach and will seek to keep any ideological bias when accumulating the primary data to a minimum.

Acknowledgement

The researcher would like to thank his tutor for his precious time and help in developing critical thinking skills and suggesting improvements to the work. Similarly, the researcher is extremely grateful towards the interviewees who participated in the research. Their involvement was pivotal in generating objective and valuable data in investigating the true efficacy and deciphering any underlying myths correlated to the research topic. The research study stands the researcher in good stead in carrying out such similar research studies in the future.

Introduction

Butlers are perceived as being servants in large households or corporate hotels. Their role varies on the basis of who they are employed by but in general butlers are in charge of a variation in hotel aspects including dining, management, wine cellar and general maintenance. The profession of butler is conducive with the high levels of quality and inspiration displayed by many corporate hotels. Butlers are expected to maintain this high level of service in return for which they are handsomely paid. Butlers possess housekeeping expertise which is pivotal in maintaining excellence in hospitality standards within corporate hotels the clients of whom are extremely demanding and seek innovation from the part of the corporate hotel. Butlers are responsible for formulating the correct image. In correspondence to traditions and history butlers whilst maintaining a form of tradition regarding dress code explicitly underline the demand of the 21st century in hotel management and hospitality. Butlers take pride in personal appearance and grooming and are extremely meticulous regarding inspections. Butlers are derived by many in the hospitality industry as being the most senior employee due the proliferation and prevalence of their duties amongst which include manager and manservant head of household. However, it is imperative to emphasise that the exact role of butlers highly depends on the type of organisation. This dissertation will follow a five chapter layout. The empirical data will be obtained from Westminster five star hotel. The hotel is a five star hotel based in Central London which strives on hospitality excellence and sets the benchmark for innovation in housekeeping and accentuating corporate excellent. The hotel was chosen on the basis of heritage and employment records which show that over 80 corporate suites are located within the hotel giving rise to the fact that many butlers are likely to be employed. Secondly, the hotel is known to host professional football clubs i.e. Manchester United, Aston Villa for away fixtures. This points to the fact that the hotel is well run and will positively contribute to the research project. The views of theorists/authors in the industry will be included to further highlight the issues relating to butlers. The dissertation will seek answers for the following research question – Should Butlers be considered as housekeeping managers within a corporate environment given the holistic nature of their role?

Aims

1. Examine the widespread role of butlers within the industry and in particular within the context of 5 start corporate hotels
2. Compare the role of butlers to ordinary housekeepers to highlight the significance of the role of butlers
3. Obtain primary data from Westminster hotel in the form of quantitative and qualitative analysis to examine the precise efficacy of the role and responsibilities of butlers
4. Provide an exhaustive literature review and use the empirical data to plug potential discrepancies between current knowledge and contemporary knowledge as derived from the empirical data
5. Provide recommendations explicitly linked to the primary data

Literature Review

Butlers are posses diversified skills and are eager to highlight standards. According to Ferry (2004:3) etiquette and protocol are amongst the abilities that butlers posses and are keen to exhibit on a regular basis. In line with such comments etiquettes and protocols are closely correlated to the displaying good manners. Such manners may include as contends by Ferry (2004:5) meeting and greeting guests, and accompanying guests to seats or guest/hotel rooms and profoundly addressing VIP guests with a courteous service based on rapid response to requests. Ferry (2004) further contends that general etiquettes are of great relevance to many situations where a professional hotel butler will be called upon to handle with specialism. Butlers work in tandem with other employees who specialise in wine service and they subsequently suggest specific wines that are likely to be an excellent pairing with particular foods. Jones (2006) cites that the work of a butler in the hotel industry is arguably on par with that of the executive chef in a restaurant or hotel chain in the context of care and deliverance. Today a butlers’ role is said to be a lot more widespread than just working with wines and taking professional care of clients as Jones (2006:22) cites. Empowerment has taken place in the modern day. Butlers according to Jones (2006) participate in all aspects pertaining to restaurant and hotel service. A more complex and professional approach is also tangible when it comes to dealing with complex clients. So professional are restaurants and hotels these days that they will employ a separate butler for each category of client i.e. one to deal with a footballer and another to deal with a businessman.
Kunz (2007:20) refers to guest awareness. The author contends that the role of Butlers within a professional setting such as highly specialised corporate hotel entail establishing a rapport with their corporate employers and the clients. Through the exhibition of more specialised knowledge from a geographical and cultural standpoint butlers will be in a position to anticipate the requirements and desires of clients. Indeed the exhibition of good geographical knowledge is pivotal as butlers are responsible for tours particularly within a highly diversified environment such as a corporate hotel. (Kunz, 2007)
Robinson (2005:34) also refers to verbal and non verbal communicative measures which define the role of butlers. The author contends that such communicative means are imperative in the role of butlers as they are key to the successful comprehension and interpretation of body language. Indeed, the reliance upon inter-personal abilities i.e. conversing with clients and subsequently explaining systems, systematically comprehending and adhering to client requests defines the role of a butler. Further elucidating from the literature, the ability to promptly and effectively deal with client complaints and being able to cope with challenging and unfamiliar situations are the cornerstones of butler roles and responsibilities. (Robinson, 2005) Barrows (2008:15) notes that the role of butlers particularly within a corporate setting such as a five start hotel requires butlers to be able to understand and decipher technology. Many clients within a corporate setting are usually businessmen or professional sports personnel and rely on technology for work and travel purposes. The role of a butler within such a setting calls for adherence to client requests in line with their technological demands. Such demands as Barrows (2008) cites may include satellite navigation, internet/computer and communication aspects such as satellite telephones. It’s crucial that butlers expedite in such matters and are able to meet the technological needs of clients who rely on such matters. (Barrows, 2008) Furthermore Rutherford (2006:67) cites that personal valet is part of the butler forte. Such roles allude to the requirements and knowledge for the effective care and handling of clothing. Among this role includes packing and unpacking of clientele luggage and shoe care. In a setting such as a corporate 5 start hotel the guests are often keen on looking smart for professional purposes and so it’s essential that butlers correspond to this desire which is part of their work. As such Rutherford (2006) contends even minute repairs to clientele clothing is often required. Within a VIP atmosphere many clients seek to purchase and appreciate top notch clothing and handmade shoes. The role of butlers is often to keep track of records and inventories. (Rutherford, 2006) Butlers can indeed be referred to as a wine professional depending on the experience he has accumulated over the years. (Morley, 2006) The author states that butlers have the capacity and expertise to specialise in all issues pertaining to wine service. Butlers are more knowledgeable than wine waiters so it’s very important not correlate the two since this would be an injustice to the profession. (Frost, 2001) Butlers need to have a passion for wine. Since wine is by enlarge what they will be dealing with during their careers so a passion for wine is the most obvious attribute required. Effective communication skills are also vital for this profession ability since butlers relate to people from all walks of life. They need to be polite and trustworthy. Teamwork is also important as Frost contends. Butlers work with others and they need to work well together. According to Frost (2001) they need to instruct customers as to what the best wine is for the food menu they have chosen. Numeracy is also an important attribute as Frost suggests. Butlers often deal with cash as well as the level of wine to be consumed and they must be accurate as inaccurate reading can lead to unnecessary loss of finance. They must also be customer service orientated. They need to adopt the motto that customers are the most important element of the industry they are employed in (Frost, 2001). The work of butlers entails the procurement and storage of wine. They take full responsibility for developing wine lists as well as the overall issues concerned wine i.e. delivery, wine service and the training of other employees.
According to Clarke (2007:45) perhaps the most basic role of a butler alludes to table management. Within a corporate setting butler style service for in room dining and private room differentiates their role from a standard butler who is employed within a house to cater for a family. Butlers’ role extends to the fact that they are also responsible for hosting events in line with client demand. In addition, on this front their role takes on more significance and also extends to the provision of an elegant food and beverage service, functions arrangement, creation of excellent table settings to cater for both formal and informal situations. Clarke (2007:44) concludes that on the table management front butlers’ expertise also covers classic and excellent champagne provision and wine with corresponding food. (Clarke, 2007) Butlers need an eye for detail and need to be aware of what is quality and what it isn’t as such Kotler (2005:67) cites that such quality calls for the identification of client expectations. The role in this context further extends to ensuring holistic service satisfaction. Butlers need to display expertise about exclusive brand names and products be it international or local as many clients within a 5 start hotel are likely to have come from varying cultures and traditions and thus their expectations are likely to be diversified which butlers need to be aware of. Olsen (2008) also contends that the role of a butler requires them to formulate extra special services in order to make clients feel honoured. In this sense the role of butlers requires them to show creativity in their work and consider aspects pertaining to a personalised service. Keeping household accounts Stock control also form the basis of butler responsibilities but the others warn against overburdening butlers. (Olsen, 2008) Karl (2002) states that butlers’ hours of work can be very long. Most people start their day at 8-9pm but for many butlers their day starts during early morning. At this point they review exactly what the day ahead will entail. Karl further states that work empowerment means that emphasis would shift to the floor where the diners are present and ensuring that their needs are met with regards to the wine they are seeking. Empowerment is an essential component of the work butlers. Empowerment enabled them to stretch their skills and diversity more into the realms of the unknown. Butlers exhibit skills which are comparable to other industries and as such are looked upon with significant esteem and regard. Many work in the public domain and as such their role is further scrutinised since their responsibilities include dealing with the media and being more involved. Their approach whilst to some extent standardised, is more geared to reflect their client’s status quo. (Karl, 2002)
Clarke (2007:14) cites that butlers need to be excellent thinkers and they need to ensure that not only the restaurant and hotel management are happy but the customers are happy too. They also need to be fully aware of current trends in society i.e. what type of wine or clothing is currently at the top of the list etc. Butlers handle matters concerning staff training and management. Butlers needs to possess good organisational skills since they typically hold staff briefing sessions prior to work commencing in order to discuss the best way of incorporate wines into the menu. (Campbell, 2007) Butlers must not shy away from situations where they need to educate their staff. They must be prepared to travel long distances which also include visits to Europe since the local community may consist of many Europeans and obtaining wine which is to their liking is vital. Powers of persuasion are pivotal for butlers since lying down to refusal often leads to a detrimental impact. Butlers need the presence of mind to live up to challenges thrown at them in pursuit of success and they must be eager to take advantages of new opportunities. They must openly debate issues concerning the progression of the hotel industry. They must have the presence of mind to identify certain consumers of certain products. Butlers need to regularly conduct small group sessions and workshops where topic at the centre of the discussion will be consumer preferences and trends in the industry trends as well as research and development issues. (Tuor, 2003) Butlers are often required to work on weekends and bank holidays since these are the busiest days in the calendar. It’s pivotal that butlers are fit and healthy since they are likely to spend an awful lot of time on the feet walking around. The work is physically tiring therefore good fitness levels are vital. Hygiene is also a pivotal factor. Butlers need to be aware of hygiene and the impact poor hygiene has on the food and drink industry and that they must avoid this potential pitfall. They need to be aware of current fashion trends and need to be dressed smartly. They need to have absorbent minds and be a fantastic judge and diplomat all in one. Butlers need to possess good judging attributes for the simple reason that they have to evaluate the knowledge of the clients with regards to products within a matter of moments. Diplomatic attributes on behalf of butler would ensure that they are able to show restraint in instances where the client would seem to disagree. In such an instance a butler would use his diplomatic skills and never make it blatantly obvious that he disagrees with the client. Butlers also need to posses psychological attributes. An excellent butler would never allow a client to feel that they are in the wrong. Clients need to feel relaxed within the vicinity of the hotel. They do not need any form of pressure or anyone breathing down their necks so butlers need to have timely skills and be able to judge when is the best time to approach a client for any reason. (Tuor, 2003) They should warn clients about the potential pitfalls of their preferences and seek to divert them to more suitable choices within their financial limit. They should have good interactive skills. Butlers need to develop their own skills and this occurs with time. They need to appreciate that practice makes perfect. They need to be able to evaluate current situations and identify areas for improvement. They then need to choose the best course of action to solve them i.e. if a certain brand of product is not popular then they need to replace it. Tuor (2003) further cites that good human skills ensure the ability to work with other employees and to motivate and inspire. A good butler always has contingency plans in his locker. This attribute is pivotal in preventing a catastrophe should something unexpected occur. Butlers must have the ability to interpret choices from clients quickly. They must not dwell on them and must not force the client to change his/her mind. They also need to evaluate feedback and act accordingly upon receiving it.
The literature review explains the role, responsibilities and skills of butlers in various contexts in line with the view of authors. The following section will present the research design for the project.

Methodology

The methodology used in this research will enlist the help of a mixed methodology culminating in the use of qualitative and quantitative analysis. This will culminate in the use of questionnaires (Appendix I) which are open ended and an interview session (Appendix II). The empirical data will be derived from en employee working as a butler from Westminster Hotel in central London. Similarly the empirical data will be derived from clients who will be asked to fill in a questionnaire. The in depth interview and a questionnaire session will occur with an employee from the hotel. The Secondary data has been enlisted from existing books, journals and articles pertaining to the subject of housekeeping in corporate hotels. Both the interview and questionnaire session will consist of open ended questions designed to solicit elaborative data. The advantages of open ended sessions are that they encourage the respondents to respond without impediment.

Justification of Methodology

Qualitative research tends to be synthetic holistic in its approach. Research includes interaction analysis, ethnography of communication (speaking). Data for such research are usually collected by variety of means. For example observations, interviews, questionnaires and audio recording/video recording. Findings are not arrived at by means of statistical procedures. Qualitative research enables the researcher to discover and understand the inner workings of the phenomenon that is being studied and so will e valuable to this research project. In this way, the researcher can capture insights and details that are not likely to reach by quantitative means. Quantitative research involves the systematic elicitation of specific data forms from a large number of learners. It frequently involves experimental and control groups. Results are tabulated in numeric terms; sophisticated statistical analysis is used to make sense of the data and to draw out meaning. Some statistical data will be provided.
Quantitative research is very common in academic work. Quantitative research is used to verify or support a hypothesis that already exists. Research is conducted through a cycle of phases. The methods applied to carry out quantitative research are data analysis, which is collected through statistics. The nature of this type of perspective is known as positivism because it strives to tell the world it can be understood in one context. Quantitative research uses a deductive approach, making predictions, and testing hypothesis that have already been carried out as is the case with this research. (Coolican, H. 1999) Researchers of quantitative research work with numerical data by analysing numbers. Characteristics have to be used to ensure that the results are accurate and reliable. Prior to conducting a research, researchers have to state both hypotheses. The next task carried out prior to the research is to implement the procedure they are going to use. Researchers have to provide statistical meaningful data and in order to do this they have to use large enough samples of people. The accuracy of the research is important therefore correct procedures are employed to collect data analysis. In quantitative research due to the nature, certain types of methods are used to conduct research. Quantitative research is done through questioning and observing. Researchers can manipulate certain parts of the experiment when measuring the results. The methods are of systematic approach; the four main types of research used in quantitative research are descriptive or survey research, correlation research, casual comparative research and experimental research. (Bryman, A. 2004)
Structure interviews usually carried out on randomly selected sample of people. In a structured interview the researcher has pre set questions that a subject is required to answer in a given way. Structured interviews are conducted in a casual manner and may produce spontaneous and realistic answers. The standard interviews can be generalised and applied to the entire population. Sampling of subjects can be difficult, and formal interviews conducted in routine manner may not produce realistic answers but the research will seek to alleviate any potential pitfall by being systematic regarding time and respondents chosen.
In questionnaires and surveys the experiments can be studied on large sample of people. Researchers are able to ask questions about feeling and behaviour in real situations, the method is cheap. The selected people can be generalised about the real world because they are chosen randomly. In the questionnaire and survey the negative aspect can be that people may not respond truthfully. It is difficult to establish the cause an effect. Questions in surveys may not have been asked about variables. Also through surveys and questionnaires research is often collected which is manipulated. In this case it will research bias will not be involved.
According to Saunders et al (2003, p282) the advantages of questionnaire is that it could be used for descriptive and explanatory research and less skill is required. On the other hand, Saunders also identifies some disadvantage as well, such as analytical biases, cannot be replayed by the interviewees.

Research Design

The research will focus on an employee who has been working as a butler for at least 1 calendar year. The reason for this is that it is important to the research project that the primary data derived from someone who has had a reasonable amount of exposure to work as a butler within a corporate framework. The clients will be sought at random but the researcher will seek middle aged clients who are likely to have experienced accommodation with corporate hotels and thus their perceptions on butler service is likely to provide more insight into the research project and will assist the researcher in gaining more data which is likely to help in meeting the aims and research question of this research study.

Limitations/Ethical Issues

Limitations of the projects include the lack resources available to the researcher. This small scale projects gives rise the notion of subjectivity. Data may indeed be subjective and though being open to interpretation from various sources its efficacy may be questionable. In addition the data may be open to generalisations. Secondly, the respondents may not be honest about their responses so this may be a drawback although the consent form does instil some confidence into the respondents from which they may be inclined to be honest about their responses. Ethical issues have included gaining the consent of the owners of Westminster hotel in approaching their staff and clients for academic research purposes. The impediment which relates to this stance includes a suspicion on the part of the proprietor that the researcher is a competitor attempting to obtain pricing/efficacy information or trying to poach clients. In this sense the researcher will persuade the owner that this is purely an academic study which will be highly confidential and will present his id card for verification purposes. Further ethical issues include the perception of clients themselves who may be concerned about their data and the long term ramifications of the data. The researcher will assure the participants that the data will be kept secure and will likewise persuade them that it will only be shared with academics for assessment and academic purposes. Similar impediments not necessarily ethical include time management. Butlers are normally very busy and it is essential to enlist their time during a less busy period.
The following sections will consist of the analysis of data, conclusion, bibliography and appendix.

Results and Discussion

The results are by and large indicative of diversification in the roles surrounding the work of butlers in a corporate scene. The questionnaire on a ratio of 8:2 solicits data which shows preference toward the housekeeping duties of butlers within Westminster hotel. The housekeeping duties which were once derived as being largely Victorian and confined to women are now seen as widely used at least within this hotel and within the parameters of corporate service. The empirical data largely leans towards the fact that butlers within a corporate framework differ significantly to those butlers who work privately or in less illustrations hotels. Take for instance –
On a scale of 1- 10 (with 10 being the most) did the butler service meet your needs in every context i.e. wine service, accommodation, tours etc?
Overwhelmingly, the respondents cite that their needs were met to a percentage of 80% as exhibited by the following graph.
This piece of data in particular ties in with the literature review and in particular the comments made by Ferry (2004) who states that butlers in a corporate framework are required to sometimes diversify into the realms of the unknown especially compared to what is required in less intense work conditions such as in a private regard. This piece of data further solidifies the thoughts of Clarke (2007) who states that Butlers need to set an example of a corporate firm and realise that clients are attracted by personal service rather than what is being offered holistically. The questionnaires solidify the bulk of the literature review and further provide a linkage to the interview data as derived from the hotel butler. The questionnaires sought to elucidate upon the perceptions of the theorists who mainly contended that housekeeping roles were balanced and profusely orientated towards clientele demands. The empirical data further accentuates these thoughts by illustrating that butlers at Westminster hotel are professional housekeepers and their roles are so diverse that it would be appropriate to perceive them as being a six in one figure. Accordingly, the following question further highlights this and the thoughts of Clarke (2007).
How would you differentiate the service you’ve received at this hotel to the one received at a less illustrious setting?
However, from an argumentative perspective not all of the primary data from the questionnaires illustrate that butler service within Westminster is totally immune from deficiencies. The following questions asked –
How would you describe the timely actions or timekeeping habits of butlers? Were they prompt in reacting to your requests?
Whilst the data on a ratio of 7:3 is in favour of timely actions of the butler service within Westminster the, 30% of the respondents were not overly pleased with the timekeeping aspects of butlers at Westminster. Similarly, the following question was equally incriminating –
If you could turn the clock back would you have chosen this hotel based on its butler service?
Once again the data cites a ratio of 7:3 in favour of butler service at Westminster. This dual piece of data strengthens the points provided in the literature review by Olsen (2008) stating that butlers can often be overburdened by work which can adversely affect their timekeeping habits. Given that Westminster is a large corporate hotel serving many clients which include professional football teams (Manchester United, Aston Villa etc) the data points to the fact that the butler service may in respect to the timekeeping aspect at least be disproportionate to resource availability. Recent literature from the corporate sector which takes an impartial view of the corporate sector states that many hotels are looking to reduce their butlers due to the recession, which has caused many hotels to lay off staff as clients are looking to book into 2-4 star hotels. Indeed, the data consolidates this point and incriminates some of the policies adopted by corporate hotels that are looking to create a balance between outgoings and income. Whilst this is a perfectly legitimate, it does point to the fact the some corporate hotels may be prepared to compromise customer service on financial grounds. However, with tours and personal valeting being a major component of the butler services as elucidated both by the questionnaire data and the literature review, there is reason to assume that butlers will continue to deliver in their roles and particularly within the corporate sector. In particular, the following question and graph exhibit vital data –
The graphical data shows that wine service which covers dining is most popular followed by tours. Arguably, both of these elements are crucial in housekeeping and are further backed by the interview data and the literature review suggesting there is some validity in the data and the research question.
The empirical data from the interview preponderantly ties in with the data from the questionnaires and the literature review. The interview mainly sought to extract data from a personal perspective from a butler within Westminster. The bulk of the data implies that within Westminster there are a plethora of roles which outline the work of butlers. The following extracts state –
How would you describe the work as a butler here?
It’s diversified and chaotic at times. We get loads of different people coming to us from all over the world. They have different demands so it’s up to me to make sure that we look after them. Only last month we had Sheikh Mohammed here with his sons. We took good care of them.
Ok but you say diversified but what exactly does the work of a butler in a corporate hotel like yours involve? Can you be specific?
Well we have a large wine cellar with a very very deep menu. Look at this (shows the researcher the wine menu). This is a list from many countries, Italian, Dutch just to name a few. It’s down to me to look after their wine tastes. Secondly, we have very strict housekeeping duties. Remember that we are a corporate hotel so don’t mix us with normal hotels. I’m aware of the corporate brands which are likely to be asked for by our guests. On top of this there is also valeting which we do here and its part of corporate hotel service. It’s a case of clean, clean and clean.
The evidence from the employee clearly outlines diversification to the extent the work can get chaotic at times. Evidence within the literature review implies that the wine service indeed forms a large slice of the work of butlers and the primary data within the interview session clearly accentuates this point of view. Furthermore, the work within Westminster underlines the valeting duties and demands of the clients. The data evidently states that butlers can be considered as being tantamount to a modern day housekeeper particularly when tied in with the literature review and questionnaire data. However, the interview data also repels the issue of timekeeping as being a major shortcoming of butler service within corporate parameters at least within Westminster. The interview clearly referred to the work as being “chaotic” which implies that overburdening can at times be a catalyst to derisory timekeeping measures. This piece of data relates to the questionnaire data and some elements of the literature both of which provide an argumentative dimension on the timekeeping habits of butlers and that they can impede good housekeeping measures.
The statistical significance of the entire empirical data acts as a follow on from the literature review in that it holistically accentuates the thoughts of theorists that butlers within a corporate scene are perceived as being modern processionals with a wide range of housekeeping responsibilities. Statistically, it can be argued that butlers can be renamed as housekeepers. However, as the data suggests there are deficiencies with timekeeping measures which if expanded will most likely lead a lackadaisical approach in some respects. On a contrary though the following data extracts signify that dining is pivotal element as also contended by Clayton and Clarke in the literature review and also in by the clients in the questionnaires so there is clear agreement between the three sections.
What about dining? How would you differentiate yourself from normal hotels?
Well we have an in room dining service as many business travellers need privacy and we respect this. They normally ask us to get things for them and that’s why part of our job is to travel.
Similarly, grooming is also purposely kept separate from standard regimes in other organisations to ensure that consumers do not link the two which is likely to increase perceived risk given the lax approaches of lower standard hotels. The following chapter will present the conclusion.

Conclusion

The research question was –
Should Butlers be considered as housekeeping managers within a corporate environment given the holistic nature of their role?
Based on the primary and secondary data the answer is yes. The literature review provides concepts and ideas which extend upon the responsibilities of butlers within a corporate setting. The empirical data provided up to date data analysis which accentuated the literature review arguments as premised by theorists. Based on the research conducted butlers are perceived as being housekeepers who have a large amount of roles which extend beyond standardised roles seen within normal hotels. Corporate hotels today need to act in accordance with measures as enlisted by various regulatory bodies which include health and safety, good structural settings and price sensitivity to remain viable within a competitive environment. Evidence from the Guardian (March 2009) states that corporate hotels need to provide unique services to attract a wide range of clientele and that such services need to extend beyond the menu list. Corporate hotels operate in an extremely competitive environment where tourism is the name of the game. Data from the guardian states that tourism in the UK whilst may have declined in the fourth quarter of 2008 remained stable for London. Being the capital, most tourists would naturally visit the capital. Many competitions are held in Europe which include the European champion’s league and the Olympics due to be held in 2012. Thus there is additional accountability attached to corporate hotels to maintain a service which differentiates them from the mainstream standards settings preserved for the more financially conscious. The research whilst providing data about one particularly hotel does not necessarily reflect what is occurring in other corporate settings. The Westminster hotel’s butler service is thorough and relative of clientele demands but the empirical data is largely subjective and may involve ideological bias. However, it can be premised that the small scale study did provide results which generally tied in which what had already documented by previous studies. As a recommendation further studies could be carried out which would most likely yield widespread and insightful data sufficient to cite a more objective conclusion on the performance of butlers and eradicate generalisations. Such a large scale study could solicit primary data from the northern and southern areas of the UK to alleviate the impact of any cultural or geographical stigma i.e. hotels in London are more posh and so work harder to please their clientele. Small scale studies are susceptible to instigating subjective options and this need to be appreciated. Additional recommendations as enlisted by the primary data suggest that better time management is required. Butlers must not overburden themselves to the extent that tasks are disproportionate to time availability. On a general basis though the research provides some transparency behind the butler workload and thus a conclusion can be drawn within the context of the research study. The data signifies that personal dining services are high on the list of priorities. This is a key element that differentiates normal butlers in a normal setting and corporate butlers in corporate settings. Evidently, this is the reason why one should refer to them as housekeepers given their distinctiveness in service and dress sense.