Newton Cross - Trainer & Principal of SABA International Butler Academy


Maldives
Interviews
NEWTON CROSS - Trainer & Principal of SABA International Butler Academy
PUBLISHED August 01, 2019

Newton Cross has become a household name when it comes to butler training across the uber chic and luxury resorts in the Maldives. We had the pleasure to interview the man behind “SABA”, South African Butler Academy – world renowned for its modern approach to Butler Service in private households, resorts, exclusive yachts and passenger liners.

Can you tell us a bit about yourself? How did your career in the hospitality industry begin?

I have always been in the hospitality industry. I am passionate, creative and innovative and these qualities have always been my driving force. I have always been extremely independent, finding entrepreneurialism andmindfulness a very appealing quality. At the age of nine, I knew that I wanted to become a Butler. I had a passion for cooking and entertaining and once I discovered the world of baking, I began making cakes and selling them. At this point a young entrepreneur was born. At that stage,being a Butler was not a recognized occupation in South Africa. I subsequently qualified as a Butler at the age of 19 at the School for Butlers and Household Personnel. I moved to England for three years where I worked for a prominent English family. I worked numerous contractson the Queen Mary 2 as a Butler and waiter before returning to settle in South Africa. I then worked for a Dutch property tycoon in Cape Town. When my contract with the family ended, and the family returned to Europe for summer, they requested I supply Butlers from my school upon their return to South Africa. A need was recognized and the South African Butler Academy was born.

What are your main sources of inspiration?

King Louis IX, Martha Stewart, my previous clients and the active Butler Academy as I am continually learning something new every day. I am creative by nature, painting and playing the piano. I like to think ‘out-of-the- box’ and continually experiment with fresh  and innovative ideas. I am also extremely self- motivated and continually looking for new ways to enhance and improve my business.

What are the main features that set your academy apart from the competition?

Our training methods, kindness, honesty and sincerity towards our students as each student holds a special place in our hearts forever. We are original, creative and always keep ahead of trends in the industry. We are a modern Butler Academy with a modern approach to training. We understand the industry needs extremely well and know what individual candidates require in order to advance in the profession and become successful. We are very active on social media.

How do you define luxury?

Luxury is an experience, it is time, devotion, engaging service, understanding what each client’s needs are and providing a promise of excellent service. Luxury is something that is not readily accessible to all; however, for those who encounter it, it should transcend all other experiences.

How crucial is personalized service in luxury hospitality today?

It is imperative. The best way to describe it is if you compare the difference between economy, business and first class where everything is personalized. Guests want their vacation experiences to be seamless and effortless and they want to be spoiled with experiences they will not encounter in their daily routines.

They are willing to pay for service that goes above and beyond. These services should be tailored to each and every guest’s individual needs and must be designed to add value to the overall guest experience.

Over the past decade, SABA has trained over 600 Butlers in Cape Town and at various international hotels and resorts. How has this influenced the future stars of the hospitality world?

Extremely well. This was always my vision to give others the opportunity I had. We have fulfilled the dreams of so many and continue to do so daily. There are more and more resorts, hotels and lodges opening worldwide. There is a recognized need to improve on and to enhance the luxury services offered by these establishments. This may be seen in the number of enquiries we get from all over the world to provide Butler training at different establishments. The residential market is no different. The demand for household Butlers is increasing and we are constantly receiving requests for our Butlers to be placed in households.

Three years ago, you initiated Maldives’ first ever ‘open’ butler course. What were your key takeaways from it?

The Open course came about after many individual requests for Butler training. There is a hunger for this type of training in the Maldives. Many potential candidates were looking at ways to enhance their skill level and were unable to receive this training anywhere else. As we met with several clients in the Maldives, we decided to tailor a program for individuals with sound hospitality knowledge, as well as for those Butlers who are already in the field seeking a well-recognized qualification. It is heart- warming to see that a number of our Butlers who completed the course are now in senior roles. A SABA-trained Butler is well recognized. In addition, the relationship we have subsequently built with Kurumba Maldives and Hulhule Island Hotel over the past three years is extremely important to us. These hotels have been so generous in hosting the Open course for SABA.

 From your recent visit to the Maldives, what are your thoughts on the number of locals that are starting their careers as butlers in the hospitality scene?

It is very encouraging and rewarding to see the number of local Maldivian people enrolling on the Butler course. They are known for their hospitality; they are extremely welcoming and make excellent Butlers. Many resorts undergo a rapid movement of Butlers from one resort to another. It is advisable for a Butler to stay in one resort and pursue experience and longevity in their career as opposed to island hopping.

 We encourage women to take part in the training. Many of our clients prefer female Butlers as they feel more comfortable with them. We see and train many female Butlers worldwide. However, there is still the misconception among many possible candidates that the Butler field is for males only. This perception is slowly changing.

What do you envision for the International Butler Academy in the future?

We are launching our SABA ‘connect me’ Pods, allowing students to connect with our trainers  asking for advice and problem-solving whenever and  wherever they are in the world. We have an open- door policy to each of our student’s success. We truly see ourselves as the guardians of Butler service for the future. I have also created a new Ambassador program where individuals join our team in assisting with training needs across the world.

We have grown so much internationally, however we would very much like to strengthen our international hub even further. We have formed our Vision 2025,which has the aim of SABA becoming a global force in the Butler profession.

If you had one piece of advice to give to someone starting out, what would you say?

Firstly, I wish someone could have advised me. I had to figure it out through trial and error. Times are different today, as we did not have the technology to give us an understanding or a vision of Butler service and hospitality. You must have the heart and passion for this industry first and then want to be in service. You should do what you want to do, follow what your heart tells you to do and use your talents to guide you. Once this decision is made, truly give it to yourself. Be creative, engage with other and build your brand of success.

There is no shortcut to being a successful Butler. It takes hard work, perseverance and dedication. You need to start at the bottom and never be afraid to learn as much as you can. Please remember, as someone once said, ‘the elevator to success is broken, take it step by step’.

“Recognize that every interaction you have is an excellent opportunity to make a positive impact on others”

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