About the house

A French house of luxury service, with a heritage dating back to 1926

Académie de Bernadac (法国卓尔礼仪) is a French luxury service training house founded in Shanghai in 2014. It trains the retail, hospitality and F&B teams of luxury maisons and hotels worldwide and develops AdB-AI, an AI coaching platform. Its heritage dates back to 1926 and the de Bernadac family’s teaching at the Royal Court of Morocco.

Why it matters to you

When you choose a training partner, you trust them with how your clients will be treated

That trust rests on a standard, on the people who teach it, and on a house that has lived by it for four generations. This page tells you who we are.

Vision and mission

Our vision

Reveal your outstanding self.

Our mission

Meaningful, playful, beautiful services.

Sales and beyond
Every interaction builds a lasting relationship, not just a transaction.
Strive for excellence
Persistence in learning, and in refining the standard further.
For the common good
Creating shared value for clients, companies and individuals.

Our heritage

Four generations, one standard

From 1926, and throughout the reign of Mohammed V, the French family de Bernadac taught manners and protocol to the children of the Royal Court of Morocco.

Guillaume Rué de Bernadac grew up with these stories. His grandmother, Julienne de Bernadac, born in Morocco, told him how her father Joseph and her uncle gave a French education to children at the Royal Court. In 2014, he carried this heritage to Shanghai and founded Académie de Bernadac.

How to present the best of yourself in different settings, and how to remain gracious at all times: from twentieth-century France and Morocco to today’s maisons and hotels, these remain lasting concerns.

1926: Royal Court of Morocco
2014: Launched in Shanghai
2026: 150+ maisons, 100+ cities

Portrait of Joseph de Bernadac — Joseph de Bernadac

Portrait of His Majesty Mohammed V of Morocco — H.M. Mohammed V

Portrait of Julienne de Bernadac — Julienne de Bernadac

Where we are

Shanghai, Paris, Singapore, and wherever your teams are

ShanghaiHeadquarters, since 2014
ParisHistoric origin, regular presence
SingaporeDevelopment

Training delivered in Singapore · Hong Kong · Vietnam · Thailand · Malaysia · Korea · Taiwan · China · France

Our founder

Guillaume Rué de Bernadac

Founder & CEO

Guillaume Rué de Bernadac carries a family heritage in protocol education that began at the Royal Court of Morocco in 1926. He founded Académie de Bernadac in Shanghai in 2014.

Before founding the house, he built his experience in luxury at Parfums Christian Dior (LVMH) and L’Oréal Luxe. He studied at Audencia Business School and Tongji University, a foundation that bridges East and West.

He is a member of Entrepreneurs’ Organization (EO).

LinkedIn profile

Our trainers

A faculty international by design

Our trainers come from careers in luxury retail, five-star hotels and hospitality operations. They have served luxury clients themselves.

Joachim Debeuf
Premium Hotel Operations Expert
Anny Li
Luxury Brand CRM Expert
Jerry Chen
Trainer
Artem Filipov
Trainer
Lisa Gregori
Trainer
Isabelle Hannouche
Trainer
Cyrielle Mohara
Trainer
Cathy Yue
Trainer

These are some of our trainers. The full faculty for your programme is presented with your proposal.

What our clients say

Trusted by hotel groups, maisons and their leaders

“Académie de Bernadac brought our guests internationalized elegant etiquette while echoing our brand essence of Ladies and Gentlemen. We’re proud of this partnership and believe in its future.”
Oliver AchatzHotel Manager, The Ritz-Carlton Beijing, Financial Street
“We thoroughly enjoy our association with Académie de Bernadac who, through classes, makes people more confident and aware of etiquette. We’ve had nothing but rave reviews from attendees of all ages.”
Richard SaulGeneral Manager, Waldorf Astoria on the Bund
“I certainly recommend and thank Académie de Bernadac for the professional and smooth training. We were delighted to learn so many techniques, skills and processes to help us to deliver the best experience.”
Yoomee ZhangFront Office Manager, The Ritz-Carlton Sanya, Yalong Bay
“The very best professional etiquette training team I have ever experienced. Thank you for a wonderful time!”
Owen GuAsia Pacific General Manager, THG
“The classes we offered our clients is not only how to ‘act’ but more importantly how to feel ‘internationalized’. Thanks to the diversified course offer we were able to surprise and to please them.”
Linda LeuManager in a global luxury company in Greater China
“The team of Académie de Bernadac is organizing highly qualified trainings and events always delivered with passion and very high standards!”
Guillaume Hubert de FraisseCEO, PVCP China Real Estate Brokerage
“The training from Académie de Bernadac is the topmost etiquette training in China. Great thanks to the training from their professional experts, enable us to provide more added values in our service and for our guests.”
Jessie CastonguayGeneral Manager, Oubang Aesthetics Elite Plus