About
Developed by School for Butlers & Hospitality.
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.
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.
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.
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.
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: training at The Lanesborough in London and serving as private butler for a family in England.
2013
School for Butlers & Hospitality is founded
After my butler career and freelance consulting, nearly 130 years of family experience become a school: a 4-week butler training, recruitment, etiquette lessons and company training in customer experience.
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.
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
The book
Move The Dot, the new method to create customer experience.
Launched in 2024, the book bundles three decades of practice into a working framework. These images are from the official book launch at School for Butlers & Hospitality.
Work with us
Bring Move The Dot to your organisation.
Founder
Vincent Vermeulen
Vincent is the founder of School for Butlers & Hospitality and the architect of the Move The Dot methodology. For more than three decades he has trained butlers, frontline teams and executive leaders to deliver hospitality at the highest level, and translated those principles into a working framework any organisation can adopt.
His clients span four continents and include luxury hospitality groups, private offices, airlines, financial institutions and global service businesses ready to make hospitality a competitive advantage.