Prepare to become a
Luxury Custodian.
ServeLab Limited · Malaysia · Singapore · United States
ServeLab is a hospitality training company that merges the timeless traditions of classic butler service with the precision of modern techniques and AI-enhanced tools. We elevate individuals and teams with a refined, future-ready approach to service excellence where heritage, innovation, and human mastery work as one.
Heritage
The timeless traditions of classic butler service — refinement, presence, etiquette, and quiet authority.
Tina Zhang
Tina Zhang, the founder of ServeLab, is a new-generation service visionary who bridges the elegance of traditional butler arts with the efficiency of modern hospitality standards. Trained under the prestigious British Butler Institute, Tina brings global refinement into Southeast Asia’s evolving service landscape.
Tina is a certified graduate of the British Butler Institute. Her expertise lies in blending classical butler methodology with modern hospitality practices and AI-driven training tools.
Joshua Chan
As CEO of ServeLab, Joshua Chan leads with a clear mission: to fuse classical service excellence with contemporary standards and AI-powered learning systems. With extensive experience across multiple industries, he sets the strategic direction for the company, ensuring that ServeLab delivers structured, impactful, and innovative training solutions that empower both individuals and organisations to excel.
A heritage practised in every continent.
Taught by the lineage
that shaped the craft.
ServeLab’s programmes draw from senior figures of the global butler tradition.
Steven Ferry
Founder, International Guild of Traditional ButlersChairman Steven Ferry was born and raised in Southern England, where he attended private schools and Art College. He worked both in the hospitality industry and in private service in England during the 1980s before training as a butler in England and then working as one in the United States. In the early 1990s, he established the International Guild of Traditional Butlers and wrote the basic manual on how to butle. By the mid-1990s, he had left private service to focus on his writing and consulting career.
Amer A. Vargas
CETT Barcelona · Translator of foundational butler textsAmer A. Vargas graduated with a Tourism Degree specializing in hotel management from CETT (Center for Tourism Studies) in Barcelona and spent the following decade in the service industry. Beginning as a waiter and then supervisor in high-end restaurants, he was next made responsible for raising service standards through staff training programs. After receiving further training as a butler, he worked as a butler and valet in private service as well as hotels in England and Europe. During this time period, he translated the best-selling industry texts Butlers & Household Managers, 21st Century Professionals and Hotel Butlers, The Great Service Differentiators into Spanish.
Building the Foundation
of Elite Butler Service.
Eight modules form the core ServeLab training. Expand any to read its core outcomes and unit highlights.
Personal Mastery & Presence
This opening module strengthens the essential standards of personal conduct, grooming, and character required in world-class service. Trainees develop the fundamentals of refinement, etiquette, and professional identity that define Servelab-level excellence.
This opening module strengthens the essential standards of personal conduct, grooming, and character required in world-class service. Trainees develop the fundamentals of refinement, etiquette, and professional identity that define Servelab-level excellence.
- Achieve polished grooming and presentation standards
- Refine etiquette, posture, and behavioural protocol
- Build a personal service identity and luxury-service mindset
- First Impressions: Grooming, posture, and immediate impact
- Professional Attire: Shoe care, ties, wardrobe upkeep
- Communication Basics: Polite language, clarity, removal of slang
- Service Protocol: Handshakes, door etiquette, seating, introductions
- Professional Identity: Understanding roles, mindset building, and brand conduct
Guest Interaction Essentials
This module strengthens every step of the guest experience, ensuring trainees deliver genuine warmth while upholding professional boundaries.
Advanced Communication
This module develops sophisticated communication skills — verbal, non-verbal, and written — ensuring clarity and elegance across all service channels.
Specialized Luxury Knowledge
This module builds expert-level understanding of food, beverages, cigars, and luxury products so butlers can advise with confidence.
Personal Care & Valet Skills
This module focuses on the core capabilities required of a personal butler or valet.
Signature Experiences & Luxury Touches
This module teaches the art of crafting unforgettable guest experiences through thoughtful design and creativity.
Dining Service & Table Management
This module builds mastery in formal dining traditions alongside modern service expectations.
Beverage Mastery
A complete beverage-service module covering everything from wine to cocktails.
Elite Private
Assistance Training.
A Professional Development Programme for Luxury Hospitality, Refined Service & Premium Guest Experience.
Six chapters of refined service.
A focused 5-day curriculum traversing communication, emotional intelligence and the practical rituals of luxury hospitality.
Introduction to EPAT & Luxury Service Environment
Professional Attitude, Luxury Service Mindset & Guest Expectations
EPAT Etiquette, Personal Presentation & Elegant Communication
Emotional Intelligence, Difficult Guest Handling & Luxury Service Recovery
Lifestyle Service Basics for High-End Hospitality & Private Service
Formal Table Setting, Wine Service, Cigar Service & Luxury F&B Presentation
What participants leave with.
Foundations of EPAT & luxury service principles
Polished communication, etiquette & personal presentation
Anticipatory service and guest-centric professionalism
Practical refined service skills for hospitality and premium environments
- 01Hospitality & tourism students
- 02Fresh graduates seeking stronger service differentiation
- 03Hotel and resort professionals
- 04Guest relations, front office & personalised service personnel
- 05Professionals in premium client-facing sectors
- 06Individuals interested in luxury hospitality and refined service standards
Certificate of Completion may be awarded, subject to final programme design and approval.
Malaysia · Singapore
The luxury hospitality market across Malaysia and Singapore.
Three audiences.
Young Professionals
Hotels & FnB
Personal Assistant
Express
your interest.
Students and industry partners are invited to indicate interest and provide feedback for the proposed EPAT programme. Your feedback supports the feasibility review and potential development of the programme.