01 · Luxury retail
Sales Strategies & Services
The 8-step client journey reframed as a luxury ritual: teams learn to discover needs, tell the product’s story and resolve objections without ever pushing.
Elevating frontline talent to managerial leadership.
Luxury service training for retail, hospitality and F&B teams
Académie de Bernadac designs and delivers on-site service training for the retail, hospitality and F&B teams of luxury maisons and hotels. Six programmes, built on each brand’s own standard and led by trainers from luxury retail and five-star hotels, take place wherever the teams work, followed by daily practice on AdB-AI.
Your situation
Your standard is written down. Performing it is another matter.
Brand books, service standards and procedures exist in every maison and hotel. What varies is how each person carries them into a real conversation, with a real client, on a busy day.
In the boutique
Your teams know the product. Fewer know how to open a conversation with a client who is only looking.
In the hotel
Procedures are read and signed. In delicate moments, each person still improvises.
At the table
Service is correct, but not yet memorable, and your guests notice the difference.
Across the network
Each market, each new hire and each manager carries the standard a little differently.
Our 3D method
From insight to lasting change
Every programme is designed around your brand DNA, delivered through practice rather than lectures, and reinforced until the new behaviour becomes habit.
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01
Diagnose
Understanding your reality before designing anything: mystery shopper visits scored against a service rubric, conversations with staff and managers, surveys of staff and VIP clients, and a competency gap analysis against the luxury standard.
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02
Deliver
Bespoke on-site training in your boutique, hotel or restaurant: Service Excellence in communication, behaviour and protocol; hospitality and F&B craft; luxury retail rituals, clienteling and CRM. Role play, masterclasses and real-time coaching.
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03
Deepen
Keeping the standard alive after the workshop: checklists and recap decks, a trainer-staffed online Q&A window, brand-customised micro-videos, and daily practice on AdB-AI, our AI coach.
Deepen with AdB-AI
Practice that continues after the trainer leaves
AdB-AI turns your standard and your most delicate client situations into role-play scenarios. Each person rehearses on their phone with an interactive avatar, receives instant feedback, and managers follow progress per person and per store. It works alongside our training or on its own.
Our programmes
Six programmes, one standard of excellence
From the sales floor to the front desk and the dining room, each programme is built on your brand DNA and delivered by trainers with real industry careers behind them.
02 · Luxury retail
Clienteling & CRM
How teams observe, personalise and follow up, so that every VIP relationship grows from one visit to the next.
03 · Hospitality
Hospitality, Butler, Concierge
The full repertoire of butler, concierge and guest-experience craft for hotels and private residences.
04 · Food & beverage
Excellent Food & Beverage Service
French, English and American service, wine and champagne, handled with discretion, grace and efficiency.
05 · All teams
Luxury Mindset Workshops
The quiet confidence, discretion and sense of occasion behind true luxury service, beyond technique.
06 · Schools
School Faculty Workshops
Cross-cultural and professional etiquette training for hospitality and business school students, and for their faculty.
Client results
What changes for our clients
Two recent programmes, described without naming the clients.
- Challenge
- A luxury hotel of a major international group, opening in a century-old building, wanted to set the service benchmark in its market from day one. Its teams knew the procedures but applied them unevenly.
- What we did
- Three days of training by audience (all staff, F&B, butlers), a signature gesture created for the hotel, then six months of practice on AdB-AI built from the hotel’s own difficult situations.
- Result
- −50% · +30%Onboarding time halved and staff retention up 30% after six months. Read the case study
- Challenge
- A major Hong Kong jewellery group moving upmarket found its sales journey still transactional: uneven welcome, few conversation topics with affluent clients, key moments without ceremony.
- What we did
- A diagnosis with mystery visits, two days of training on luxury codes and an 8-step ritualised sales journey, then follow-up materials and AdB-AI practice for every salesperson.
- Result
- +15%Revenue up 15%, with sales staff able to sell better and at higher value. Read the case study
Professional accreditation
Certification recognised by AIPE
AIPE, the Association Internationale des Professeurs d’Étiquette et l’Excellence des Services, is the certifying body behind every credential Académie de Bernadac issues. It oversees certificate families across etiquette, hospitality and, in future, retail, each validated through a combined written and practical examination.
Every certificate carries a unique serial number, so that employers can check it at any time.
| Certification | Training | Requirements |
|---|---|---|
| AdB internal certification | 1 day or less | Completion of all training |
| AdB certification, recognised by AIPE | 1 to 3 days | Completion of all training and assessment |
| AdB certification and AIPE certification | More than 3 days | Completion of all training and all assessments |
Questions
Corporate training: frequently asked questions
How long does a corporate training programme last?
Programmes are built on demand. Most last from half a day to one week, depending on your objectives, your teams and the programme chosen.
In which languages is the training delivered?
Académie de Bernadac trains in Chinese, English and French. Other languages are available on request.
In which countries do you train?
Our trainers come on-site wherever your teams are. Académie de Bernadac has trained teams in Singapore, Hong Kong, Vietnam, Thailand, Malaysia, Korea, Taiwan, China and France.
How many participants can join a session?
Group size depends on the programme and on your objectives. Most sessions bring together a few dozen participants, so that everyone can practise.
How is corporate training priced?
Training is priced per day, depending on the project: the programme, the number of participants, the preparation required and the location. We send a proposal after a first conversation about your needs.
How quickly can a programme start?
It can be very fast: within a few days or the same week, depending on the preparation your programme needs, for example a diagnosis or bespoke materials.
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Ready to begin
Let’s design your programme
Tell us about your brand, your teams and what you would like to change. Our team replies within two business days.