We are news in the newspaper EL MUNDO

We are the news in the newspaper EL MUNDO

📰 Did you read the newspaper the day after the elections in Spain?


You probably found this…



Yes, we are news too!


💥 Although we live immersed in the world of silent luxury, sometimes we know how to generate buzz.

Editor: Marisa del Bosque


Here is the interview translated into English ↘




The manager who pulls the strings of Spain’s super millionaires: “Sometimes you have to stop and put your feet on the ground”

Behind the main fortunes of our country is Lourdes Carbó, a ‘personal angel’ who attends  their needs and whims at all costs. In one week they can spend up to two million euros. This is the regular basis of her profession at the highest demand.

Carbó at the terrace of the Antares Tower, one of the most luxurious skyscrapers in Barcelona




From arranging a private plane to getting an invitation to the exclusive Monaco Rose Ball, where Lana del Rey was giving her only concert of the season, specifically the one a teenager wanted to see to celebrate a special date. Lourdes Carbó is capable of achieving that and almost everything, from the simplest to the most complicated requests. “Sometimes so much that you don’t even know where to begin,” she assures.


Carbó works as a personal angel, the unknown figure in the shadows who makes life easier for that tiny percentage of millionaires who make their fortunes in our country. A small club that, on the same day,  can afford breakfast on deck with French champagne at Miami’s coastline along with oysters for dinner, while watching the sunset in a mansion in Tuscany, without, of course, worrying about moving or packing a suitcase, booking a hotel, buying a ticket or any of the other mundane tasks faced by those who already consider it a luxury to take a few days off the calendar to spread out their towel on a beach.


Far from that condition, for the tiny segment of the population with six zeros in their current account – almost 3% of Spaniards, according to Credit Suisse’s Global Wealth Report – ,enjoying a well-deserved holiday is stress-free since there is nothing to think about: their favourite flowers will be in the vase, cut to the right size and placed in the right position, the caviar will be cooling in the fridge and the yacht will be ready to set sail.


We are talking about rich, very rich. “They are families exceptionally distinct with the rest of society, with very complicated and extraordinary lives, who take 22 people to the other side of the world, to the Hamptons, to celebrate their grandmother’s birthday. As expected, none of the invited pack a suitcase and when they get there they have nothing to do, since everything is already done. That’s part of their tranquility and our duty to fulfill,” remarks Lourdes Carbó, founder of Alberta La Grup, a Spanish company that has become the world’s third largest personal assistant agency for high net worth individuals, social elites and the very successful.


How big? Huge. Last year, Forbes magazine counted 28 multimillionaires in Spain, considering only those with assets worth more than one billion dollars. Far behind them, but also in the economic stratosphere, another 246,500 people exceed one million, according to the consultancy Cap Gemini, with figures from 2021. “These are families who may have 400 domestic servants on their payroll and own an average of five residences – some as many as 12 – around the world, people who don’t hesistate to spend 6,000 euros for a night in a hotel or a bottle of wine”.


Carbó’s clients, eight at the moment, have a “brutal” economic level. “We don’t wonder what they want, we just make it happen,” she claims. “We are the CEO of their private lives, because we don’t deal with any corporate issues, we are there to make the company, the family, work”.


Furthermore, Carbó’s clients have all sorts of requests, specially in summer, when these angels hit the working peak. “The turnover is huge, we operate with a lot of money: a family can spend two million euros in a week,” she states. “So, although we have our own holidays and private lives, like everyone else, we never rest, because things are always happening and you are there to sort them out, whatever it takes; it’s very difficult to separate private life from work.


“We are like the validos of the 21st century, the right hand of the powerful”

As an anecdote, she recalls interrupting her days off to drive a luxury car to a villa where a family was demanding it. “It’s not that much of a sacrifice to drive that kind of car, is it? Specially with the gas is paid for. You don’t get that opportunity every day,” she says. “This profession allows you to travel in a different way and to live experiences that would otherwise be unattainable”.


Her company, which she set up as a limited company in 2011 after capitalising the Spanish unemployement, began by providing services to three families. Now 18 multilingual people work for her – some speak up to seven languages, including Arabic, and Lourdes, five – and they are mainly operate in Switzerland, Dubai, Paris, Monaco, New York and Miami. They manage a network capable of handling anything and anywhere in the world: “The important thing is to know how to move around and contact the expert who can help you; the key is your agenda, if you have contacts, everything is easier,” she says.


These types of companies follow a pyramid scheme: only the angel staff deal with the family, while behind them a whole network of professionals manage any need. For example: solving the theft of the yacht’s dinghy, organising an extra weekend on a Greek island for a teenage girl with her friends or organising 12 dinners with as many different chefs. “But under one condition:  that they have to be the best in the world, all with Michelin stars. Families know very well what they want and will pay whatever it takes. And we don’t question it, we manage it. I like to say that we are like the validos of the 21st century, the right hand of the powerful”.


And doesn’t that go to one’s head? “We know what’s in that world, but we are not part of it, it’s not ours. The families we serve make decisions without accounting money, they are looking for experiences. But we also get them discounts, and they like it. Sometimes when we say: ‘It’s a great price’, we stop to weigh and…. Sheesh, you have to stop and put your feet on the ground,” Carbó replies confidently.


She is the best definition of silent luxury, stealth wealth disguised as simplicity. “In this social stratum there are many symbols that make it clear what category you belong to, whether you are nouveau riche, rich de pedigree or just plain rich. And, yes, you can learn them. In fact, you should learn them, because they are decisive, for example, when it comes to hiring a yacht: “You have to know which one to look for; there are some basic minimums that you need to acknowledge”.


It is something so simple yet so complicated for those who do not move in these circles, like checking that the measurements of a private plane are sufficient to allow you to enter it standing upright. “Imagine the situation if the family has to bend down when the day comes,” she remarks.


At what point does someone consider being an achiever? Carbó worked at the corporate level, as as Presidence secretary, and was often asked to help with private matters. “I had colleagues who hated it, but I enjoyed doing it, I found it a challenge. Later, when the family left for North America, I decided to stay and work for them from here, on a personal level. I had discovered this type of business:  Concierge companies, in London, and I already had the idea in my mind, I wasn’t discovering fire.


After that, word of mouth did the job, because in this kind of business nothing is advertised. “Our clients only know what’s going on at home, nothing else; we even work for the families of two brothers who don’t know about it.


Anyone who wants to start a service like this can do so without a problem, Carbó insists. “You don’t need much: a computer, a mobile phone and contacts. And work long hours. Has it been easy? No. Can anyone do it? Yes. We work 24/7, but it’s well paid. I’m very ant-like and cautious,” she argues, playing it down.


But the reality is that their work is very well paid: again, another six figure payroll. These are the ones that reward responsibility; the angel staff know the family’s sensitive information, they know what side of the bed everyone sleeps on, whether they will want the yellow or green dishes, how they like to organise their clothes in the drawers, they have the house keys and passwords…. And, above all, they pay for “absolute discretion”, the key to the success of their work.


“Without it, you have little future,” she says. “It’s about achieving the objective (whatever the request) without collateral damage. We are not experts in anything, but we know where to find them. Our job is similar to that of a journalist: we know where to look. There is money to be made, but there is also a lot of stress, you never finish.


Part of the merit lies, also, in moving on two sides. “You have to know perfectly what the family is like, their tastes, but you also need to persuade those on the other side. For example, the person who has to go down to the beach to check whether the sand is white or black. And you also need to get them to come down to check it happily and to want to collaborate with you, so that you don’t get an unpleasant surprise afterwards. You depend on them and you have to use their language.


Carbó describes it in a way that seems simple, but it may not be so simple when it is a profession within the reach of few. What do you have to have to be able to do this? I insist. “We have made a list that includes 137 skills. We could think of more, but never less. And it doesn’t mean you have to have all of them, although there are some that are fundamental, in addition to discretion, languages and empathy”.


That is why they set up The Lifestyle Institute, a unique school in the world directed by her which is the first in Europe to train these discreet and efficient professionals who manage the private lives of the elite. “It came about out of necessity, we couldn’t find qualified people to do the job. I have been self-taught, anyone can, but it takes longer and you’d suffer, hence our course,” she says.

“If you once jump through the hoop of something you don’t like, you’ll have to do it every time”


No matter how talented they were, it took an average of four to six months for those aspiring to find a job with Lourdes Carbó to become somewhat comofortable, a time she did not have. “That’s why the postgraduate thing started. I started with the intention of outlining what is needed to enhance the skills of those who are interested in becoming angels so that they would be up to the task. This profession is exciting, but only for a minority, even though there are a few thousand millionaires. It must be preserved”. So far, there have already been two official calls for applications for her master’s degree, last one being this past June.


In all this time, hasn’t there been anything that has made you think that it has got out of hand? I ask her. “Yes, of course. For example, the day I had to ship bottles of water of a certain brand to the other side of the world, to a Eurasian country. They needed it to wash their hair, because it had the right mineral composition to give them the texture they wanted”.


Along with this frivolity, there are other extravagances that don’t work out, such as when she had to fill a house with 6,000 little glasses each containing a rosebud. “He wanted to surprise his partner, a much younger woman, but he didn’t get the effect he was looking for and she didn’t like to come in and see all that. We had to make them disappear almost immediately, we had to destroy something that had cost us millions in seconds”.


There are many other moments that fill her with pride. For example, when she managed, in extremis, to find lost medical tests at MD Anderson Cancer Center: “We felt it was crucial to find them and we did it thanks to the help of a nurse who went around the building opening drawers left and right. We are there on a day-to-day basis, both during festive events and in delicate situations.


Have you ever had to stop your client and say ‘this is it’? “Of course, if you once jump through the hoop of something you don’t like, you will have to do it every time. I have had to stop working with three families, because there are also some families that you don’t like. And the way you leave also has to be precise; it’s not as simple as saying goodbye”.


-Are we talking about a request that borders on the law?


-No, I simply understood that it was not the way of doing things. And I didn’t do it,” she concludes.


Translation: Mario Ruiz Blanco

Enrichment in Lifestyle Management: The constant drive to acquire new knowledge and keep up with the times

Editorial The Lifestyle Institute | Author: María José Núñez | July 2023

Enrichment: One way to describe the meaning of it would be that insatiable desire to expand your knowledge, to always be curious and to keep abreast of each and every situation that comes our way.  Enrichment is indeed another quintessential concept of service in the different roles within of Lifestyle Management. Here’s why…

(Sigue en español)


“Knowledge is life with wings”

(William Blake)


Enrichment: One way to describe the meaning of it would be that insatiable desire to expand your knowledge, to always be curious and to keep abreast of each and every situation that comes our way.  Enrichment is indeed another quintessential concept of service in the different roles within of Lifestyle Management. Here’s why…


The verb itself refers to the action and effect of enriching, but not in the literal and ‘financial’ sense of the word, but rather meaning ‘to elevate’ a person, and prospering notably as a result.


Why do you think this ‘elevation’ and ambition to know more about everything exists within all the different professions within the Lifestyle Management sector? Simply put, it’s because these professions require more than basic wisdom. A Personal Angel, for example, must be up to date with everything that is happening around them: the artistic world, real estate, gastronomy, the nautical panorama… Everything that surrounds the universe and lifestyle of their client, their status, their environment and anything else that could add that ‘wow factor’ that is needed in this constant learning experience of being a Personal Angel.


The next reason for the personal enrichment of individuals that provide assistance and service… He or she is immersed in different topics, content, details and knowledge in order to carry out his or her work. But it does not stop there… This persevering and desire to keep up to date becomes an incessant pursuit, provoked by curiosity and, especially, knowing how to live up to expectations and be ready to face whatever situations might occur in daily life.


We wonder, is there anything better than dedicating your work to something that brings you perpetual enrichment? We’re sure you already know the answer.

Translation: Emily Benton
Photo Credits: Unsplash

Copyright ©by Alberta La Grup

If you wish to re-print this article or photos, that’s fine. Just include the biography at the end of the article. Thank you!

El enriquecimiento en el lifestyle management: ese ímpetu constante por adquirir nuevos conocimientos y estar al día  

Editorial The Lifestyle Institute | Autora: María José Núñez | Julio 2023


El enriquecimiento… Ese deseo insaciable de ampliar nuevos conocimientos, de sentir siempre curiosidad y de estar al día de todas y cada una de las situaciones que se nos presentan. Ésa sería la forma en la que podríamos definir lo que significa. Sí, el enriquecimiento es otro de los conceptos de la quinta esencia del servicio en los diferentes roles del ámbito del Lifestyle Management. Y a continuación, te contamos por qué…



“El conocimiento es vida con alas”

(William Blake)




El vocablo, como tal, viene a referirse a la acción y efecto de enriquecer, pero no en el sentido literario y ‘financiero’ de la palabra, sino en lo referente a ‘engrandecer’ a la persona, y por ende, prosperar notablemente, tal y como señalan en la RAE.


¿Por qué crees que se produce ese ‘engrandecimiento’ y ambición por saber más y de todo en todas las profesiones que abarcan el sector del Lifestyle Management? Sencillamente, porque requiere de algo más que una ‘sabiduría popular’. Un Personal Angel, por ejemplo, debe estar actualizado sobre todo lo que acontece a su alrededor: el panorama artístico, inmobiliario, gastronómico, naútico… Lo que envuelve al universo y estilo de vida de su cliente, su estatus, su entorno y aquello que puede aportar ese ‘plus’ que se necesita en esta carrera constante que es la de ser un Ángel Personal.


Y ahí viene la siguiente razón por la que se produce ese enriquecimiento personal del individuo que ejerce la asistencia y servicio… Se empapa de temas, contenido, detalles y conocimientos con el objetivo de llevar a cabo su trabajo. Pero no se queda ahí únicamente… Esa búsqueda perseverante y tenaz para estar al corriente se transforma en un incesante seguimiento, provocado por la curiosidad y, especialmente, el interés por saber estar a la altura y reaccionar frente a los escenarios que se produzcan en el día a día.

Traducción: Emily Benton
Foto: Unsplash

Copyright ©by Alberta La Grup

If you wish to re-print this article or photos, that’s fine. Just include the biography at the end of the article. Thank you!


‘Savoir Faire’: Attention to detail, impeccable service and emotional intelligence

Editorial The Lifestyle Institute | Author: María José Núñez | June 2023



Know-how, paying attention to the finer details, sincerity, simplicity and a warm smile.  In other words, being a Lifestyle Management professional means having an exquisite awareness of everything that surrounds us. That’s how a Personal Angel, and, of course, Alberta La Grup, works… Would you like to explore the concept of ‘savoir faire’ in more detail with us? Well, here we go!

(Sigue en español)


As many people know, ‘savoir faire’ is a French expression that means ‘to know how to do something’ and refers to doing something intelligently; using wisdom when faced with challenges, and always with the best of judgement. It can also allude to elegance and serenity…


It is therefore considered one of the most important elements of excellent service; to have that je ne sais quoi – that extra level of delicacy and perceptiveness that makes a Personal Angel, Residential Concierge and Butler know how to act at all times: to be sharp and astute in the details; to be professional yet humble, outstanding in their actions but with their feet on the ground; and with professionalism based on kindness, yet to ability to be direct when needed.


We could say that it is an (almost) perfect balance of exquisite and refined qualities within the same person… A Personal Angel knows how to react in every situation: at an executive dinner with more than 300 guests, at an art auction attended by millionaires, in everyday problems that arise in their client’s life or even when having to change languages several times in the same conversation… The circumstances are as diverse as individuals, behaviours and cultural codes.



“Don’t be a perfectionist, be excellent”

(Bernardo Stamateas, psychologist)


Savoir faire: As difficult to pronounce correctly as it is to possess. However, finding it in Personal Angels is truly wonderful: A magical and apparently innate touch, even if behind it there is a long journey of different experiences, training and learning that expands knowledge of the field that they move within in.


Translation: Emily Benton
Photo Credits: Unsplash

Copyright ©by Alberta La Grup

If you wish to re-print this article or photos, that’s fine. Just include the biography at the end of the article. Thank you!

El 'Savoir Faire': atención al detalle, trato impecable e inteligencia emocional  

Editorial The Lifestyle Institute | Autora: María José Núñez | Junio 2023


Saber hacer, prestar importancia a los pormenores, siempre con sinceridad, sencillez y una cálida sonrisa. En definitiva, con una sensibilidad exquisita para percatarse de todo lo que nos envuelve… Así son las profesiones relacionados con el Lifestyle Management. De ese modo, trabaja un Personal Angel… Y, por supuesto, Alberta La Grup… ¿Quieres analizar un poco más el concepto ‘savoir faire’ con nosotros? ¡Pues allá vamos!


Como bien sabemos, ‘savoir faire’ es una expresión francesa que significa ‘saber hacer’ y que se refiere a hacer algo de manera inteligente, con sabiduría ante las complejidades que se interponen en tu camino, con criterio, y por supuesto, con el mejor de los juicios. Con serenidad y elegancia, también se podría añadir…


Por ello, es una de las claves de un servicio excelente; tener ese ‘no sé sabe bien qué’ pero tenerlo… Ese ‘plus’ de delicadeza y/o perceptibilidad que hace un Personal Angel, Residential Concierge y Mayordomo sepa cómo actuar en todo momento: ser agudo y perspicaz en los detalles; ser profesional a la par que humilde, sobresaliente en sus acciones pero con los pies en la tierra; y con la amabilidad por bandera pero obrando siempre con franqueza.


Podríamos decir que se trata de un equilibrio (casi) perfecto de exquisitas y refinadas cualidades en una misma persona… Un Personal Angel sabe cómo reaccionar en cada situación: en una distinguida cena con más de 300 comensales, en una subasta millonaria de una obra pictórica, en problemas cotidianos que se presenten en la vida de su cliente o teniendo que cambiar de idioma varias veces en una misma conversación… Las circunstancias son tan diversas como lo son los individuos, los comportamientos y los códigos culturales.



“No seas perfeccionista, sé excelente”

(Bernardo Stamateas, psicólogo)



Así es… el ‘savoir faire’ es tan difícil de pronunciar correctamente como disponer de dicha habilidad o destreza. Y es fantástico encontrarlo en la figura de los Personal Angels… Un toque mágico y aparentemente innato, aunque tras ello exista un recorrido de experiencias, formación y conocimiento del entorno.


Traducción: Emily Benton
Foto: Unsplash

Copyright ©by Alberta La Grup

If you wish to re-print this article or photos, that’s fine. Just include the biography at the end of the article. Thank you!


Lourdes Carbó talks about the Personal Angels with Luis Herrero on ES RADIO

Lourdes Carbó, founder and CEO at Alberta La Grup and The Lifestyle Institute, spoke in ‘En Casa de Herrero’, from ES RADIO.

➡️ The whole programme:

Cristina Martí in the magazine “Juntos” on TeleMadrid

Cristina Martí, Personal Angel and Lifestyle Manager at Alberta La Grup and lecturer at The Lifestyle Institute, spoke for ‘Juntos’, a magazine on Telemadrid.

We share with you an excerpt from the interview, where she explained the important role played by Personal Angels. ⤵️

March, 2023

➡️ The whole programme: Juntos 21.03.2023 (telemadrid.es)
(from the 53rd minute)


TLI in the magazine “MESA DE ANÁLISIS” of the andalusian TV Channel Canal Sur

🗞️ Cristina Martí, Personal Angel and Lifestyle Manager at Alberta La Grup and lecturer at The Lifestyle Institute, took part in the magazine Mesa de Análisis on the Andalusian television channel Canal Sur. We leave you with a fragment of the interview, where she talked about the role of Personal Angels. ⤵️

Interview in Nius Diario

Cristina, assistant to millionaires: “We don’t judge what they ask of us. As long as it is legal and moral, we will do our best to resolve it”

Read this interesting interview with Cristina Martí about Alberta La Grup and The Lifestyle Institute at NIUS DIARIO!

21 March, 2023

The original article: ¿Qué hace un asistente personal de millonarios? (niusdiario.es)

And read it in english here: 

·        These professionals are dedicated to assisting “high net worth individuals” to ensure that they don’t need to worry about anything
·        There services fall under at least 300 categories which are provided according to the clients’ needs
·        They estimate taking care of around 5,600 tasks per family each year.

Their job is to always be one step ahead and to help their clients avoid worrying about trivial tasks such as buying birthday presents, sorting out boxes after a house move or looking for cleaning staff. They are know as personal assistants or, as they like to refer to themselves, personal angels as they consider themselves to be guardian angels for those whose lives they make easier.

Certainly, some of the tasks they have to take care of are challenges that would seemingly require some help from above, although they take care of them without batting an eyelid: picking up a forgotten teddy bear from a villa in the middle of the mountains, convincing the Little Mermaid herself to appear in the private pool at the birthday party of a little American girl in Spain, or taking a specific brand of bottled water from Geneva to Kazakhstan for clients who only like to drink that particular brand.

Cristina Martí (42) is one of them main protagonists when it comes to these achievements. She has been working as a personal assistant for high net worth clients for the last ten years and she talks about these challenges (that she faces on a daily basis) as though they were totally natural. As she explains, it is her job: the client makes their requests and she (and her team) make them happen.

For example, when she travelled to New York to decorate a hotel room for Halloween to surprise the family’s children, or when she had to pick up a car in Rome and drive it to Geneva so that the top executive she was assisting could arrive on time to his meeting without having to worry about his sports car. Of course, Cristina delivered it looking spotless and with a full tank of petrol.

These are the kinds of requests that arrive to Alberta La Grup Lifestyle Business, SL, the agency in which she works and where they carry out services in at least 300 categories such as home and family, care for the elderly, shopping, travel, family activities or taking care of properties.

The client chooses what kind of service and the amount of hours they want to contract and from there, the magic starts to happen. It could be anything from doing the shopping to what is called a ‘soft landing’ (one of the most requested services) which is simply helping with the ‘landing’ of someone who is getting set up in a new country.

“That was one of my first jobs and I remember it fondly. A client was moving to Spain and they hired us to handle to move. She needed to travel for a month in Europe so we got the house ready, we put away the clothes in the way she liked, and we filled the fridge with her favourite food. We got everything ready: the garden had been taken care of, her pet was at home, the housekeeping staff were hired, her children had a school ready. When she arrived, she found a home that was ready to be lived in”, she explains.

It’s the work of a fairy godmother that she has taken care of many times since she started. “We take care of everything, so that when they move that don’t miss their home country. We try to make sure that their arrival is not traumatic.”

That’s why among their clients (of whom they won’t give us any details) there are footballers who have recently moved from other countries, executives without much time on their hands and other people who prefer to pay and free themselves of their worries.

“The first thing we do is send them a survey that allows us to get to know them better. This way we know what their needs are, whether it will be just for that person or for the whole family, how many hours they need, what they are like and what their tastes and preferences are.”

Question: And from that point on do you offer personalized services?

A: We become their circle of trust, without being their friends. Everything they ask of us, we take care of it. We show them hairdressers, schools that meet the criteria they are looking for, we help the to do all the paperwork for the school, we find them a gym or a personal trainer. We also remind them when they have a doctor’s appointment or when their kids have extra-curricular activities. That’s why a lot of what we do involves anticipating their needs.

Question: So in addition to what they request, do you propose things too?
A: For example, we know when their partner’s birthday is so we can suggest that they go for dinner to a certain restaurant and we will have informed the restaurant beforehand so that they are aware and can put flowers on the table or take care of any special requests. Or perhaps the client has let us know that they love F1 and the Red Bull team so we might suggest that they go to the Red Bull paddock in Miami and we can take care of organizing the trip if they want us to.

Question: Are you available 24 hours?
Answer: There are many different situations: some clients only need assistance until 6pm, whereas others contract our services for 24h. That’s why we work as a team – this way, we know that they will never be without the assistance they need.

It’s very important that there is always someone available. A client may call to tell us that they have forgotten their medication and that they are travelling and therefore we would need to get on a plane and “take it to Dubai”. Or maybe the pipes in their mountain home burst in the middle of the night and we need to “put the family up in a hotel and 3am” and take care of resolving the issue with the insurance.

Question: Have you ever rejected any requests?
A: We are not here to judge what they request, as long as it is legal and moral we will do our best to resolve it. It’s a challenge for the team. A while ago, a client told us that their daughter was very sad because in the U.S. she had been a friend of the Little Mermaid who she had met at a birthday party and to whom she wrote letters. When she came to live in Spain, that relationship became complicated, so we looked for a Spanish Little Mermaid. We organized a pool party and the little girl found the new Little Mermaid their. The client and their daughter were delighted.

Q: It sounds like things never get boring!
A: Not everything is so exciting. We also deal with more simple requests. We take care of paying fines, sending a taxi with a phone charger when the client forgets it, taking the children to their basketball practice or helping to organize a dinner with friends. But of course, we do have very exciting requests. Right now we are taking care of a trip to Disney for a family and not only do we need to take care of flights, arrival, accommodation, etc. The planning starts before all this: who will take care of the house, the pets, the garden, who to call in case the alarm goes off, who will take them to the airport, etc.

Q: Have you ever failed to resolve a request?
A: We try our best not to. We have a great deal of the work already done and we take good care of our relationships with suppliers. If the client needs a reservation in an exclusive restaurant, the staff there already know who we are. If they urgently need their suit dry-cleaned, we already know where to take it. When we don’t find what they need, we can adapt. It could be a case in which the client likes their household staff, but they don’t know how to cook what they want or they don’t know how to iron their shirt the way they like it, in this case we would show them how.

Q: Have you ever rejected a client for being rude or inappropriate?
A: Our clients know who we are and we understand them well. If some of them don’t ask for things in a polite way, we know that it’s nothing personal and we always work in a professional manner, unless it was somebody who was constantly disrespectful. We have said ‘no’ to many people.

Q: What are the requirements to become a personal assistant?
A: We once got together to count them and there were 137 skills that were required as an assistant, but basically we can summarize it as showing willing or excitement to do this job because it is a vocation, and a demanding one at that. Furthermore, you need to have professional ethics, good time management skills, know how to handle your emotions, politeness, languages, know how and be multi-talented. One day you might be organizing a top itinerary, and the next running to pick up a bag from the gym.

It is a job that, according to what Lourdes Carbó, the CEO of the agency in Barcelona told NIUS, is very well compensated. “We take in at least 60,000 euros a year, but it all depends on the family we are working with”, she says. What is certain is that it is well earned. According to their calculations, throughout the year they carry out on average 5,600 tasks per family.

Closing of the III Edition of the Postgraduate Course

The closing ceremony of the III Edition of the TLI Postgraduate Course took place on Saturday 11th February. Our students and teachers gathered to conclude these 5 months of learning, debate, practices and illusion. A ceremony that was experienced with a different energy, where we were able to get to know each other, and where there was an atmosphere of good vibes, connection and good humour. Thanks to all of our students and, of course, to our lecturers, partners and academic team. Let’s fly forever! If you want to see the gallery of images of the ceremony, click here:

Copyright ©by Alberta La Grup
Photos by Claudia Schmidt (Volpus Design)

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“The fun thing about working as a Personal Angel is that no two days are the same”

In our interviews we like our protagonists to introduce themselves. Karen Hallard i Meseguer, PA at Alberta La Grup, tells us in detail about her path to becoming a Personal Angel. Read carefully because her story could be your story too...

Editorial The Lifestyle Institute | Author: María José Núñez | February 2023

“I graduated with a degree in Tourism and Hotel Management in 2021. When I started my degree I was very sure that this was what I wanted to do, but once I got into it, little by little and after a gap year in between, I realised that maybe it wasn’t my thing. During the last year of my degree I did an internship at a resort in Zanzibar where I enjoyed myself and learned a lot, but part of me knew that I liked it because it was something temporary… of course, internships don’t last forever. Once I finished my internship and graduated, I started looking for a job, focusing only on the hotel world because it was the only thing I really knew, but I was getting more and more blocked, as I didn’t see anything interesting. I had already heard of Alberta La Grup, but didn’t reallt know what they did until one day I discovered that they had a Lifestyle Concierge vacancy and I decided to take the plunge. I remember thinking that although I had never done it before, I had a basic idea of the services required as it was part of what I had studied. Furthermore, a Concierge, whether they’re in a hotel or a residential building, has similar characteristics in terms of the work that needs to be done”. And so Karen’s adventure began at Alberta La Grup. She tells us all about what came next…


(Sigue en español)



-What was it that led you to become a Personal Angel?

I knew Personal Angels existed but I had never stopped to think about what it really meant until I joined Alberta La Grup. I originally applied for the Lifestyle Concierge position at Torre Antares Barcelona, however, while I waited for that project to start, I was working in the office and discovered what it meant to be a Personal Angel. I found it so interesting that a few months after moving to the Antares Tower to fill the position I had initially applied for, I asked to return to the office and dedicate myself to the Personal Angel part of the project. I loved the idea of doing what I could to alleviate some of the stressful schedules of clients, most of whom are important executives who manage a lot of people.



– Could you tell us about what your job involves?

In a nutshell, we accompany our clients on a day-to-day basis. It could be from the simplest of tasks (ordering a table in a restaurant) to the most complex (enrolling children in university, organising a whole trip from Portugal to Spain with stops in different cities, thinking about hotels, guides, restaurants, activities, etc.). The fun part of this job is that no day is the same… every day is like a box of surprises that, as a Personal Angel, you have to be prepared to face.



-What skills does a PA have to have? What kind of profile or characteristics?

The list is endless as each client is different. In my opinion, the most important ones are: Patience, perseverance, problem solving skills, proactivity, stress control, adaptability, emotional intelligence, time management, resilience, initiative, flexibility, persuasion, versatility, analytical skills and creativity. However, not having one of these skills does not mean that someone is not a good PA, as we cannot all be good at everything. However, what I have learned so far is that you often have to face unfamiliar situations, so you have to be prepared and know how to adapt.



“A PA must have the following skills: Patience, perseverance, problem solving skills, proactivity, stress control, adaptability, emotional intelligence, time management, resilience, initiative, flexibility, persuasion, versatility, analytical skills and creativity”


-As a young PA, how would you describe your profession as an inspiration for other young people who have a similar profile to yours, to encourage them to consider taking the same path as a future professional?

I have always thought that young people who have had a clear idea of what they wanted to do since they were children were very lucky, as I studied something that I didn’t like in the end. I am also one of those people who believe that everything in life happens for a reason, and for this reason, I am sure that getting choosing the wrong degree has made me learn many things and has brought me to where I am today. I always try to take the positive side of things. We learn from all mistakes and they make us grow. We experience the same thing as a PA… we often make mistakes, but the most important thing is how you deal with and solve it. 


– Do you have any curiosities and/or anecdotes that you have encountered in your profession?

As previously mentioned, no day is the same and we encounter many surprises. To name a few: a request that came in where we had to rent a swimming pool and look for a mermaid who could swim with a 5 year old girl, or when we had to travel to Florence to check the qualities of a luxury holiday flat and finally, looking for a private jet for a dog.

“We had to rent a swimming pool and look for a mermaid who could swim with a 5 year old girl (…) We also had to look for a private jet for a dog, etc”


-How important do you consider academic training to be for a Personal Angel?

You learn a lot on the job but it is always better to have a basic knowledge, especially given how complex the world of luxury can be. It is important to understand the universe of that this kind of client comes from. In my case, for example, I was already working as a PA when I started at TLI and it helped me to reinforce and expand my knowledge and I was able to resolve many doubts through the course. In case someone does not yet have all the skills that are needed, the academic training will help them to develop them.



-For those who are on the fence about whether to opt for training at The Lifestyle Institute, what would you say to them?

Plain and simple: go for it. As I explained, I chose the wrong degree, but I still learned a lot and it helped me find my way. By studying at TLI, you get to explore many interesting subjects and even if you find that the being a PA is not your thing, I am sure that the training will bring you a lot of educational richness and will strengthen your skills, both personally and professionally.



-Is Lifestyle Management a professional field with a growing future or do you think there is still a long way to go?

In the United States and London, for example, there is a very strong base. In Spain, I think there is still some way to go. It is more recognised than it was a few years ago, but it is still not where it should be. There are more and more luxury buildings with Concierge services, but the PA and Lifestyle Management part still needs a little more voice and visibility. In the long term, it will have a good future, although there is still work to be done to get there.

Translation: Emily Benton
Photo: Alberta La Grup


Copyright ©by Alberta La Grup

If you wish to re-print this article or photos, that’s fine. Just include the biography at the end of the article. Thank you!


“Lo divertido del trabajo de Personal Angel es que no hay ningún día igual”

En nuestras entrevistas nos gusta que ellos mismos, nuestros protagonistas, sean quienes se presenten. Y así lo ha hecho Karen Hallard i Meseguer, PA de Alberta La Grup, quien nos narra detalladamente su trayectoria hasta convertirse en un Personal Angel. Léela atentamente porque su historia podría ser la tuya…


Editorial The Lifestyle Institute | Autora: María José Núñez | Febrero 2023

“Me gradué de la carrera de Turismo y Dirección Hotelera en 2021. Al empezar la carrera estaba muy segura de que era a lo que me quería dedicar, pero una vez dentro, poco a poco y después de un año sabático en medio, me di cuenta de que quizás no era lo mío. Durante el último año de carrera hice unas prácticas en un resort de Zanzíbar donde disfruté y aprendí mucho, pero una parte de mi sabía que me gustaba porque era algo temporal… claro, las practicas no son eternas. Una vez acabadas las prácticas y graduada, me puse a buscar trabajo centrándome solo en el mundo hotelero porque era lo único que realmente conocía, pero cada vez me bloqueaba más, ya que no veía nada llamativo. Ya conocía a Alberta La Grup, pero no lo que realmente hacían hasta que un día descubrí que tenían una vacante de Lifestyle Concierge, y decidí lanzarme. Recuerdo pensar que, aunque no lo había hecho nunca, la base del servicio sí que la tenía, ya que forma parte de la carrera que hice. Y además, un Concierge, tanto en hotel como edificio residencial, tiene características parecidas en cuanto al trabajo que hay que realizar”. Así comienza la aventura de Karen en Alberta La Grup. Y a continuación, nos cuenta lo que siguió después…


-¿Qué fue lo que te llevó a dedicarte a la profesión de Personal Angel?

Sabía de la existencia de los Personal Angels, pero nunca me había parado a pensar en lo que realmente suponía hasta que entre en Alberta La Grup. Cuando empecé optaba al puesto de Lifestyle Concierge en la Torre Antares Barcelona, pero mientras arrancaba el proyecto, empecé trabajando en la oficina y allí fue donde descubrí lo que suponía ser una Personal Angel. Me interesó tanto cuando me trasladé a la torre Antares para cubrir el puesto para el que había optado inicialmente que, a los pocos meses, pedí volver a la oficina y dedicarme a la parte de Personal Angel. Me encantó la idea de hacer lo posible para aliviar un poco las agendas de los clientes que se enfrentan a mucho estrés; la mayoría son grandes ejecutivos gestionando a muchas personas.

 ¿Nos podrías hablar de las funciones que desempeñas en tu trabajo?

En resumidas cuentas, acompañamos a nuestros clientes en su día a día. Podría ser de lo más simple (pedir mesa en un restaurante) hasta lo más complejo (inscribir a los hijos en la universidad, organizar todo un viaje de Portugal a España con paradas en distintas ciudades pensando en hoteles, guías, restaurantes, actividades, etcétera). Lo divertido de este trabajo es que no hay ningún día igual… cada día es como una caja de sorpresas y tú, como Personal Angel, tienes que estar preparado para afrontarlos.

-¿Qué aptitudes ha de tener un PA? Un perfil, características…

La lista podría ser infinita, ya que cada cliente es un mundo. En mi opinión, las más importantes son: Paciencia, Perseverancia, Capacidad de resolución de problemas, Proactividad, Control del estrés, Adaptabilidad, Inteligencia emocional, Gestión del tiempo, Resiliencia, Iniciativa, Flexibilidad, Persuasión, Polivalencia, Capacidad analítica y Creatividad. Que una persona no tenga una de ellas no significa que no sea un buen PA, ya que no todos podemos ser buenos en todo. Sin embargo, lo que he aprendido hasta ahora es que muchas veces tendrás que enfrentarte a situaciones desconocidas, con lo cual, tendrás que estar preparado y saber adaptarte.

“Un PA ha de tener las siguientes aptitudes: Paciencia, Perseverancia, Capacidad de resolución de problemas, Proactividad, Control del estrés, Adaptabilidad, Inteligencia emocional, Gestión del tiempo, Resiliencia, Iniciativa, Flexibilidad, Persuasión, Polivalencia, Capacidad analítica y Creatividad”


-Como PA joven que eres, ¿cómo describirías tu profesión sirviendo de inspiración para otros jóvenes que tengan un perfil parecido al tuyo, de manera que consideren tomar el mismo camino como futuro profesional?

Siempre he pensado que los jóvenes que desde niños han tenido claro que es lo que quieren hacer tenían mucha suerte, ya que yo hice una carrera que al final no me gustó. Pero también soy de esas personas que cree que todo en la vida ocurre por algo, y por este motivo, estoy segura de que equivocarme de carrera me ha hecho aprender muchas cosas y me ha hecho llegar hasta donde estoy hoy. Siempre intento sacar el lado positivo a las cosas. De todos los errores se aprende y nos hacen crecer. Y esto es lo mismo que conlleva ser un PA… muchas veces nos equivocamos, pero más que el error, lo importante es cómo lo afrontas y lo solucionas. 

Curiosidades y/o anécdotas que te hayas encontrado desempeñando tu profesión. 

Como previamente mencionado, no hay ningún día igual y nos encontramos con muchas sorpresas. Si tuviera que mencionar algunas de ellas diría la petición que nos entró donde tuvimos que alquilar una piscina y buscar una sirena que pudiera nadar con una niña de 5 años, viajar a Florencia para comprobar las calidades de un piso vacacional de lujo o buscar un jet privado para un perro.

“Nos encontramos con muchas sorpresas… tuvimos que alquilar una piscina y buscar una sirena que pudiera nadar con una niña de 5 años (…) También buscar un jet privado para un perro, etcétera”


Qué importancia consideras que tiene la formación académica para ser un Personal Angel?

Trabajando se aprende mucho pero siempre es más conveniente tener una base de nociones; sobre todo, con lo complejo que puede llegar a ser el mundo del lujo. Es importante entender el universo de este perfil de clientes. En mi caso, por ejemplo, yo ya estaba trabajando como PA cuando empecé TLI, y me ayudó a reforzar y expandir mis conocimientos y pude resolver muchas dudas a través del curso. Una persona que quizás no tenga todas las aptitudes que se necesitan, con la formación académica le ayudará a desarrollarlas.


-Para quienes se sientan indecisos de si optar por la formación en The Lifestyle Institute, ¿qué les dirías?

Simple y claramente: que se lancen. Como he explicado, yo me equivoqué de carrera, pero aún así, aprendí mucho y me ayudó a encontrar mi camino. Y estudiando en TLI hay muchos temas interesantes, y aunque luego uno vea que el mundo del PA no es lo suyo, estoy segura de que la formación le aportará mucha riqueza educativa y fortalecerá capacidades, tanto a nivel personal como profesional.


-¿Es el Lifestyle Management un ámbito profesional cada vez con más futuro o aún crees que queda mucho camino por recorrer?

En Estados Unidos y en Londres, por ejemplo, sí que tienen una base muy fuerte. En  España sí creo que aún falta un poco de camino por recorrer. Está más reconocido que hace unos años, pero aún no está donde debería. Cada vez hay más edificios de lujo con servicios de Concierge, pero la parte de PA y Lifestyle Management sigue necesitando un poco más de voz y visibilidad. A largo plazo, tendrá un buen futuro, aunque todavía queda trabajo para llegar hasta allí.

Copyright ©by Alberta La Grup

If you wish to re-print this article or photos, that’s fine. Just include the biography at the end of the article. Thank you!


“Social etiquette is focused on manners and an unwritten protocol about behaviour that should not be overlooked”

Interview with Thaís Guerrero, lecturer in 'Social and International Etiquette'

Editorial The Lifestyle Institute | Author: María José Núñez | February 2023

Thaís began her professional career working at the Ritz-Carlton as a Concierge, where she found her calling as the doors opened to the world of elite hotels; a sector that only 1% of professionals in this field are able to access. She worked in Portugal and London, where she learned and discovered that her great passions were service and creating unique and incomparable experiences, as well as working with UHNWI profiles. Thaís Guerrero is our new lecturer on the subject ‘Social and International Etiquette’ and also COO and Residential Lifestyle Concierge at Alberta La Grup. In this interview she tells us how she got here, her experience in the III Edition of the Postgraduate, and, of course, about social etiquette.


(Sigue en español)

-How did you come to The Lifestyle Institute?

I have always liked training and I have previously taught teams in different hotel companies. I had also previously combined my professional career with that of a university lecturer. When I joined the Alberta La Grup team, I found the TLI project very interesting and really wanted to be part of it. When I was offered the opportunity to be a lecturer in the Postgraduate PRO programme, I couldn’t say no. I was very keen to be a part of it.


-Your subject is SOCIAL and INTERNATIONAL ETIQUETTE. Could you explain what this subject is about?

The subject deals with etiquette that is not categorised as protocol, but rather something that changes depending on which event we are attending, the situation we are in or the profile of the person in front of us. We are used to constantly talking about protocol, but can we not consider that which remains unwritten to be just as important? I definitely think so and it is important for someone who wants to work in this sector to know and understand this.


-What does etiquette mean to you? How would you define the concept?

Etiquette, for me, consists of those formalities that should not be neglected but also should not be strictly followed, as they would be in a protocol. They are manners that should be handled in a flexible way depending on the moment and the people we meet. There are some that should always be followed, even if they are not written as essential anywhere.


-Could you give us examples of when etiquette is essential in the professional life of a Personal Angel?

There are many, but one example is the body language we use, especially when dealing with people of different nationalities, because what is normal for us may be disrespectful in another culture. Another example is versatility in adapting to different situations, environments and when dealing with last minute requests. It is essential to know the type of event or meeting we are attending and how we should behave. In the end, social etiquette focuses on manners and an unwritten “protocol” centred on behaviours that cannot be overlooked.


“We are used to constantly talking about protocol, but can we not consider that which remains unwritten to be just as important? I definitely think so”



-What are the key points that you want to convey to your students in your subject with a view to their future professional career?

The importance of knowing where and with whom we are, how to manage a crisis situation while keeping calm at an event, how to behave in front of clients or guests of different nationalities and what to transmit through our gestures and details.



-Any anecdote or curious fact that you have experienced while teaching on the POSTGRADUATE or in your professional life.

I was struck by the general lack of knowledge about social etiquette. We often overlook things that are very important when interacting with other people, whether for business or at a relaxed event. I have learned that there are many things that are not talked about and that are very important for a graduate student to know in order to have a successful career.

Translation: Emily Benton
Photo: TLI


Copyright ©by Alberta La Grup

If you wish to re-print this article or photos, that’s fine. Just include the biography at the end of the article. Thank you!


“La etiqueta social se centra en modales y un protocolo no escrito centrado en comportamientos que no pueden pasarse por alto”

Entrevista a Thaís Guerrero, lecturer de la asignatura ‘Social and International Etiquette’ 


Editorial The Lifestyle Institute | Autora: María José Núñez | Febrero 2023

Empezó su carrera profesional trabajando en Ritz-Carlton como Concierge, donde encontró su escuela y pudo ver cómo se le abrían las puertas al mundo hotelero de élite; un sector al que solamente accede el 1% de profesionales en este ámbito. Estuvo trabajando en Portugal y Londres, y allí fue aprendiendo y descubriendo que sus grandes pasiones eran: el servicio y crear experiencias únicas e inigualables, así como trabajar con perfiles UHNWI. Ella es Thaís Guerrero, nuestra nueva lecturer de la asignatura ‘Social and International Etiquette’, y además, COO y Residential Lifestyle Concierge area en Alberta La Grup. En esta entrevista nos cuenta cómo llegó hasta aquí, su experiencia en esta III Edición del Postgrado, y por supuesto, sobre la etiqueta social.


-¿Cómo llegaste a The Lifestyle Institute?

Siempre me ha gustado la formación y he impartido clases con anterioridad a equipos en diferentes compañías hoteleras. También había combinado con antelación mi carrera profesional con la de profesora universitaria. Al unirme al equipo de Alberta La Grup, me pareció muy interesante el proyecto de TLI y me interesaba mucho formar parte de él. Cuando se me ofreció la posibilidad de ser lecturer  del Postgrado PRO, no pude decir que no.

-Tu asignatura es SOCIAL and INTERNATIONAL ETIQUETTE. ¿Podrías explicarnos de qué trata esta materia?

La asignatura trata de aquella etiqueta que no está categorizada como protocolaria, pero que debemos cuidar dependiendo del evento al que asistamos, la situación en la que nos encontremos o el perfil de persona que tengamos delante. Estamos acostumbrados a hablar constantemente de protocolo, pero, y aquello que no está escrito, ¿es igual de importante? Definitivamente sí, y es importante que alguien que desea dedicarse a este sector conozca y entienda.

-¿Qué significa para ti la etiqueta? Cómo definirías el concepto brevemente. 

Etiqueta, para mí, son aquellas formalidades que no deben descuidarse pero que tampoco deben seguirse estrictamente como en un protocolo. Son aquellos modales que deben cuidarse de manera flexible dependiendo del momento y de las personas con las que nos encontremos. Hay algunos de ellos que deberían seguirse siempre, aunque no estén escritos como esenciales en ningún lado.

-¿Nos podrías poner ejemplos de cuándo es fundamental la etiqueta en la vida profesional de un Personal Angel?

Hay muchos, pero algunos de ellos serían el lenguaje corporal que usamos; sobre todo, cuando tratamos con personas de diferentes nacionalidades, pues lo que para nosotros es normal, en otra cultura puede ser una falta de respeto. La versatilidad a la hora de adaptarnos a diferentes situaciones, ambientes y peticiones de último momento. Es esencial saber el tipo de evento o reunión que atendemos y cómo debemos comportarnos. La etiqueta social, al final, se centra en modales y un “protocolo” no escrito centrado en comportamientos que no pueden pasarse por alto.

“Estamos acostumbrados a hablar constantemente de protocolo, pero, y aquello que no está escrito, ¿es igual de importante? Definitivamente sí…”


-¿Cuáles son las claves que les quieres trasladar a tus alumnos en tu asignatura de cara a su futuro camino profesional?

La importancia de saber dónde y con quién nos encontramos, cómo gestionar una situación de crisis manteniendo la calma en un evento, cómo comportamos ante clientes o huéspedes de diferentes nacionalidades y qué transmitir a través de nuestros gestos y detalles.

– Alguna anécdota o curiosidad que te haya ocurrido dando clases en el POSTGRADO o en tu vida profesional.

Me llamó mucho la atención el desconocimiento que existe en general de la etiqueta social. Muchas veces pasamos por alto cosas que son muy importantes a la hora de interactuar con otras personas, ya sea por negocios o en un evento relajado. He aprendido que hay muchas cosas de las que no se hablan y que es muy importante que un estudiante de Postgrado conozca para una carrera profesional de éxito.

Copyright ©by Alberta La Grup

If you wish to re-print this article or photos, that’s fine. Just include the biography at the end of the article. Thank you!