About
Developed by hospitality experts, not by a tech company.
Move the Dot was developed after years of implementing hospitality and customer experience principles in organisations worldwide, from luxury hotels and private estates to airlines, banks, retailers and global SaaS companies.
What started as a school for butlers became a methodology, because the same principles that create an unforgettable guest experience also transform how any organisation treats its customers.
Our history
Redefining hospitality since 1884.
Four generations, one family, one passion: the guest.
1884
Where it all began
My great-grandfather enters service as a butler. The first generation of a family that will dedicate its life to hospitality and service. Redefining hospitality since 1884.
Vincent's great-grandfather, in service as a butler, c. 1884 1966
A pension at the Belgian coast
My great-grandfather and grandmother run a small pension at the Belgian coast. Guests arrive as strangers and leave as family. The trade of welcoming people is passed on.
The family pension at the Belgian coast, c. 1966 1978
From pension to gastronomy
My father transforms the pension into a gastronomic hotel and restaurant, earning its place in the Michelin Guide. The third generation raises the bar.
Restaurant Odette, Bib Gourmand Michelin, c. 1978 1992
Learning from the best
After hotel school in Koksijde, I move to the South of France to become assistant sommelier in a two-star Michelin restaurant. The fourth generation earns its stripes on the floor.
Vincent is second from the left. Restaurant L'Oasis, two Michelin stars. 2001
Selling the group, starting a new chapter
From that little restaurant and hotel we grew a catering group, sold in 2001. Right after, my butler career begins.
2013
School for Butlers & Hospitality is founded
After my butler career and freelance consulting, nearly 130 years of family experience become a school: butler training, recruitment, etiquette lessons and company training in customer experience.
The first home of School for Butlers & Hospitality, c. 2013 2016
First book: “What We Can Learn from Butlers”
The principles of the butler translated for every business. Very quickly, companies around the world ask for our services to improve their customer experience.
2022
Second book: “Guestology 2.0”
The step-by-step methodology to implement hospitality and customer experience in any organisation, changing the way companies look at their DNA.
Guestology 2.0 at the book launch, 2022 2025
A new home: Ten Torre
In November 2025 the school moves to Ten Torre, a pop-up castle, a setting as unique as the craft we teach.
2026
Move the Dot
We release Move the Dot, the next chapter: software that brings Guestology 2.0 to the floor, turning hospitality and customer experience into real-world results.
Today
And we keep moving
Training butlers and companies worldwide from Ten Torre, with clients such as Mercedes-Benz, Louis Vuitton and L'Oréal Paris.
Today, and we keep moving the dot.
30+
Years of hospitality practice
4
Continents served
100s
Leaders trained
Work with us
Bring Move the Dot to your organisation.
Founder
Vincent Vermeulen
Vincent Vermeulen is the founder and director of School for Butlers & Hospitality. He is already the fourth generation of a family that has dedicated its life to working in the hospitality and service sector. His family's expertise in this field is simply unrivalled in Belgium.
A worldwide network with the world's greatest luxury establishments allows the School to open doors that might never open for others.
Vincent Vermeulen has worked for several Michelin-starred restaurants, was trained and worked as a butler in London, France and Belgium, and led the hospitality and service departments of several multinationals. He is also a Toastmaster and a Fellow of the Guild of International Professional Toastmasters.
He knows exactly what service means. Service is so much more than the infrastructure or the beautiful logo of an organisation. It is about the human capital that is not being used.
Which typical characteristics a butler should have can be exported to the corporate world, but definitely also to your personal life? You will learn some simple, but crucial and powerful techniques that can and will make the difference when it comes to top service. Eye for detail, anticipation and especially the power of (body) language will forever change your opinion about what service means. And this is just the tip of the iceberg.
Vincent Vermeulen is a master at engaging the public. After this session, we guarantee that your audience will go home motivated, inspired and ready to apply the tips.
He is a TEDx speaker and is passionate about bringing innovation to hospitality.