If you couldn’t see Lourdes Carbó talking about the life of multimillionaires and the Personal Angel profession, you can watch it in this link:
Editorial The Lifestyle Institute | Author: María José Núñez | November 2022
How important is training when channelling your career towards becoming a professional Personal Angel? In another editorial, we already discussed the role of experience in the area of Lifestyle Management and whether this is fundamental or not, as well as the importance of having good prior training in order to know all the different areas, attitudes and aptitudes that are required so that you can spread your wings to take on this new professional journey. Now the time has come to take a look at the reasons why you should choose the correct training if you want to start your adventure in the fascinating world of lifestyle management. Let’s fly!
(Sigue en español)
Why not start at the beginning: Your current professional situation… What stage of your career do you find yourself in? Are you starting to look into your first professional role and this is an area that has caught your attention? Or maybe you find yourself with a endless doubts and you’re not sure where to begin? Or maybe, following a long time in a career that you understood to be your vocation, you suddenly wish to broaden your horizons and try to re-train in an area that you feel you could stand out in?
Perhaps you want to reinvent yourself and break the glass ceiling that exists in your current role? Or recycle your knowledge in a role where it could be put to better use? There are so many different scenarios and the range of possibilities is so extensive these days that each and every reason is valid and, in the end, comes down to the same concept: OPPORTUNITY.
Yes, opportunity: that convenient moment that suddenly appears and invites us to do something. This, therefore, would be the first important reason to justify the importance of training when starting your career path as a Personal Angel. Grabbing that moment of opportunity with both hands and going for it; taking that first step and saying to yourself: “this could be mine” or “I’m going to trust in the process of educating myself, soaking up, or however you want to call it, this knowledge and these tools to make sure that these wings start to take shape….”
Now for the next steps: tools. When you start with your training, this is something you begin to acquire, one by one… You can then use these tools to start building those wings that you so want. We call them subjects, and you will use them to start building up the key concepts in your mind, such as: Leadership, Cultural Codes, the Value of Time, Personal Branding, Philanthropy, Communication Skills, Emotional Intelligence, Abuse of Power, the Luxury Market, Protocol, Personal Image, and many more… These will create knowledge of the 137 skills that you will need to become a Personal Angel.
“Those who don’t jump will never fly”
(Leena Ahmad Almashat)
And here comes the final important reason as to why you should choose to learn about this unique profession: you will finish the course with your wings ready to take flight. As we mentioned in our reflexion about experience, each PA is completely ready to start working in this profession as soon as they finish their academic training.
In The Lifestyle Institute, students are trained and become familiar with a wide range of subjects, fulfilling the requirements to get started on their new career path. These requirements are met solely because they have studied in order to be successful in this line of work. Why? Simply because this is not a purely theoretical skill, but also a skill that is based on ‘lifestyle’ and ‘experience-based training’, with valuable instruction that guides the student towards wherever they want to fly to. In the words of the racing driver Bobby Unser: “Success is where preparation and opportunity meet” – the moral of the story being that to rise to an opportunity, you need to be prepared first!
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!
Translation: Emily Benton
Autora: María José Núñez | Barcelona, Noviembre 2022
¿Hasta qué punto es importante la formación para encauzarte hacia la profesión de Personal Angel? Ya iniciamos una vez un editorial acerca del papel de la experiencia en el ámbito del Lifestyle Management, de si es fundamental o no lo es, y finalmente, de la preponderancia de una buena preparación previa para conocer todos los campos, actitudes y aptitudes que has de poseer para abrir tus alas hacia este nuevo camino laboral. Ha llegado el momento de analizar las causas de por qué debes optar por formarte adecuadamente si quieres proyectar tu futuro hacia este fascinante mundo de la gestión del estilo de vida. Let’s fly!
Empezamos por el principio… Como no. Tu situación laboral actual… ¿En qué momento te encuentras? ¿Ante tu primer posible trabajo y éste te ha llamado la atención? O bien, ¿frente a un mar de dudas por qué no sabes hacia dónde tirar? O tras una larga trayectoria en lo que se suponía que era tu vocación, ¿te replanteas ampliar horizontes y probar a formarte en algo en lo que posiblemente podrías destacar? ¿Deseas reinventarte y romper ese techo de cristal en el que sientas que estás? ¿O reciclarte porque el saber no ocupa lugar…? Son tantos los escenarios y tan extenso el abanico de posibilidades hoy en día, que todos son igualmente válidos, y todos se resumen en una misma idea: OPORTUNIDAD.
Sí, la oportunidad ese momento conveniente que aparece sin más para invitarnos a hacer algo. Sería, por lo tanto, la primera buena y estimulante razón para justificar la importancia de la formación para convertirse en Personal Angel. Hallar el instante oportuno para ir a por ello; dar el primer paso y decir: “esto puede ser lo mío o voy a apostar por educarme, empaparme o como quieras llamar a adquirir los conocimientos y herramientas para conseguir ir que esas alas vayan tomando forma…
Ahora el siguiente paso: las herramientas. Al formarte, las irás adquiriendo. Una a una… Y con ellas podrás construir esas alas que tanto ansías. Les llamamos materias. En éstas irás edificando en tu cabeza conceptos como Liderazgo, Códigos Culturales, el Valor del Tiempo, La Marca Personal, la Filantropía, Habilidades de Comunicación, la Inteligencia Emocional, el Abuso de Poder, El Mercado del Lujo, el Protocolo, La Imagen Personal… y muchos más que irán conformando las 137 habilidades que necesitas para convertirte en Ángel Personal.
“Aquellos que no saltan nunca volarán”
(Leena Ahmad Almashat)
Y llega la última razón de peso para optar por el aprendizaje de esta profesión única: saldrás con las alas listas para emprender el vuelo, pues tal y como apuntábamos en nuestra reflexión sobre la experiencia, el PA está totalmente capacitado para ejercer su profesión desde el instante en que finaliza su formación académica.
En The Lifestyle Institute, los alumnos se entrenan y familiarizan en una gran variedad de asignaturas, con los requerimientos para lanzarse en su carrera profesional. Dicho esto, los requisitos que ha de reunir le vienen dados únicamente por el hecho de estudiar para poder desempeñar este trabajo. ¿Por qué? Sencillamente, porque no es una capacitación estrictamente teórica, pues las bases se asientan en el ‘lifestyle’ de hoy y en una ‘formación experiencial’, con instrucción valiosa para decidir hacia donde volar, pues como dijo el piloto Bobby Unser: “el éxito es donde la preparación y la oportunidad se encuentran”, cuya moraleja es algo así como que para tener una oportunidad es necesario siempre prepararse antes. ¡Ahí lo dejamos!
Todos los derechos reservados ©by Alberta La Grup
Si quieres publicar este artículo o fotografía, está bien. Sólo debes incluir la biografía, autor y esta información sobre los derechos. Gracias.
Traducción: Emily Benton
Editorial The Lifestyle Institute | Author: María José Núñez | October 2022
Although both terms could appear to mean the same thing, there are some basic differences that separate them, which we will be exploring in this article.
Caretakers and concierge are two completely different professions and, although the second may seem very similar to the first, this is not actually the case…
(Sigue en español)
A caretaker is the professional that is best known for taking care of the entrance and communal areas of a building and will typically wear blue overalls when working. For many decades, these caretakers lived in the same building, and in some luxury residences in big cities, this is still the case… we have come across it in Madrid, Barcelona, Paris, London and Milan.
Their tasks include: control of who enters the building, waste management, cleaning – usually of the lobby and staircase, picking up the mail… A caretaker also takes care of opening and closing the door, dealing with the building lighting, the heating system, delivering the mail and making sure the building is up to hygienic standards. 99% of the time, they are not multilingual as their role doesn’t require them to be, except for when they come from different countries, as often may be the case in this profession. They are dedicated professionals but with a lower qualification level required for jobs with lower remuneration due to not requiring a high skill level.
“In the end, the term ‘concierge’ is a word that, although many insist otherwise, does not have a translation.”
(Lourdes Carbó, Director of Alberta La Grup and The Lifestyle Institute)
Regarding Concierge, their job is inspired by the concierge that can be found at a 5* hotel. However, professional concierge, although the meaning may seem the same, comes from the Latin word ‘conservous’, which means something along the lines of ‘the guardian of the chandeliers’, which in the past were those who took charge of fulfilling the wishes and requests of the royal visitors to the palace. If we translate that into the present time, it would be an extension of this role but within a luxury residential building: restaurant reservations, managing house moves, coordinating visits to different prestigious places, finding tickets to sold out events, managing travel requests and solving complex situations with a high level of skill in order to provide and exquisite service to the residents.
We have recently seen the caretaker figure dressed in a suit and tie in some luxury residential buildings, but despite the smarter appearance, the tasks they handle are still very different to those of a Concierge. In the case of Alberta La Grup, we have been the leaders of this sector in Spain since 2012 and we refer to this service as Residential Lifestyle Concierge in order to differentiate it.
Only the most prestigious residential buildings offer this services for their residents. It has become a differentiating asset in marketing processes and in cities like NY there are even buildings that use more than one Concierge agency in order to stand out among the most luxurious properties and offer undisputable added value.
You can find out more about our services at the following link:
www.residentiallifestyleconcierge.com
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!
Illustration: Jesús Prudencio
Translation: Emily Benton
Autora: María José Núñez | Barcelona, Octubre 2022
Aparentemente ambos términos pueden significar lo mismo pero existen significativos matices clave que marcan entre ellos la diferencia y los desglosamos a continuación.
Se trata de dos profesiones: conserje y concierge; y puede parecer que la segunda es la traducción exacta de la primera, pero no es así…
El conserje, propiamente dicho, es lo que conocemos como el profesional que ejerce su quehacer en la portería de una finca y, de forma habitual, usan la bata azul de uniforme. Hace décadas que los porteros habitaban en el mismo edificio y no es extraño que aún sea así en edificios de lujo en grandes ciudades… lo hemos visto en Madrid, en Barcelona, París, Londres o Milán.
Sus funciones son: el control de accesos al edificio, la gestión de los residuos, la limpieza -en muchas ocasiones- de la portería y la escalera, recoger el correo… Un conserje es quien realiza el control de la entrada y salida de las personas de un edificio, de abrir y cerrar un portal, del encendido y programación de alumbrados, de la calefacción, del reparto de la correspondencia e higiene del edificio… En el 99% de las ocasiones no hablan idiomas, pues su cometido no lo requiere, excepto cuando el trabajo lo ejercen personas venidas de otros países, ya que son estos perfiles quienes ejercen mayoritariamente esta profesión. Son profesionales dedicados pero cuya calificación es de trabajos con baja remuneración, por su escasa exigencia de capacidades y habilidades.
“Al final, el término ‘concierge’ es una palabra que, aunque muchos insistan en lo contrario, no tiene traducción”
(Lourdes Carbó, Directora de Alberta La Grup y The Lifestyle Institute)
En cuanto al concièrge, su trabajo se inspira en el concièrge de hotel de 5*. Sin embargo, la profesión de concièrge, aunque el significado pueda parecer el mismo, proviene del latín “conservous”, algo así como el ‘guardián de los candiles’, que en la antigüedad era quien se encargaba de complacer los deseos y solicitudes de las visitas reales de los palacios. Con lo cual, si lo extrapolamos a la actualidad, sería una extensión de esas funciones pero en la gestión de un edificio de lujo: reservas de restaurantes, gestión de traslados, coordinar visitas a algún establecimiento de prestigio, conseguir entradas agotadas en eventos de ocio y entretenimiento, gestionar peticiones relacionadas con viajes, y en definitiva, resolver situaciones complejas con gran habilidad y un servicio exquisito al residente.
Últimamente hemos conocido en algunos edificios de nueva construcción o reforma esta figura de Conserje vistiendo uniforme de traje y corbata, si bien, a pesar de su lustre exterior, sus funciones difieren mucho de las del Concierge. En el caso de Alberta La Grup, lideramos este sector en España desde 2012, y que nosotros denominamos Residential Lifestyle Concierge para diferenciarlo.
Sólo los edificios y residenciales de prestigio, contratan este servicio para sus propietarios y residentes. Se ha convertido en un asset diferenciador en marketing. En ciudades como NY, hay edificios que incluso cuentan con más de una agencia de Concierge, con el objetivo de diferenciar a los propietarios de residencias más lujosas de las unidades con menos superficie, y ofrecer así un valor añadido indiscutible.
En este enlace, se pueden conocer nuestros servicios de www.residentiallifestyleconcierge.com
Todos los derechos reservados ©by Alberta La Grup
Si quieres publicar este artículo o fotografía, está bien. Sólo debes incluir la biografía, autor y esta información sobre los derechos. Gracias.
Ilustración: Jesús Prudencio
Traducción: Emily Benton
Now you can hear an interesting report where we participated with the team of ‘A Vivir que son dos días’ (directed by Javier del Pino), the reference radio show in Cadena SER, with Juan José Millás and Paqui Ramos.
Here is the translation of the article from the Cadena Ser website translated into English!
How they live, the requests they make and the people that help to organize their lives
Paqui Ramos
Cadena SER16/10/2022 – 10:15 h CEST
Madrid / Barcelona
We’re such a miserable bunch that during the two hours of the train journey from Madrid to Barcelona, we couldn’t think of a single extravagant thing to request to the Albertas. When you don’t belong to that world, you don’t have the experience or the imagination to know all the things that you could request and, better (or worse) still, everything that could be within your reach, even before you request it.
Lourdes Carbó worked in the Family Office for a businessman until the day that he and his family decided to leave for Miami and she decided to stay and take care of the things he needed in Barcelona. “A millionaire’s life is very complex. You cannot compare having a house to manage to have five houses, a yacht and a private jet, as well as the children’s school in a foreign country”. They are constantly on business trips and they don’t have time to deal with day-to-day issues. “If they have a lawyer or a financial advisor to deal with their assets, why would they want to take care of buying tickets or calling a plumber?” That’s where Alberta La Grup comes in , the company that Lourdes founded 15 years ago with her ex-boss as her first client.
Throughout the morning that we spent with her almost all-female team, we realise that they are real go-getters whose strongest talent is in taking action and finding the right person to contact: “the best padel instructor, the best horse trainer, a dog-walker, the person to fix something very specific.” They ask them for everything: from picking up a ring from the jewellers to renting a car to see how it fits in the garage before they decide to buy it. Booking tickets for a particular concert, a table in a luxury restaurant, booking a villa for the Christmas holidays that comes complete with a butler, babysitter, housekeeping service, gardener, etc. They themselves hire, and sometimes even train, these people.
Juanjo is interested in having dinner with Penélope Cruz. Could they make it happen? Anything is possible “as long as it isn’t illegal or immoral”. In their 15 years of work, they have realised that the key is in having the right information, as well as good contacts and persuasive skills. Is it possible to be empathetic towards someone who spends more in a month than you will have in a lifetime? With someone who doesn’t care about making a plane wait 20 minutes because they’re running late? With someone who interrupts a meeting with an oncologist? Empathy for them is getting into the mind-set of someone else, but always keeping your feet firmly on the ground. It’s hard to keep your cool when you go up to the penthouse in the Antares Tower and take a look around the 660 square-metre designer apartment with a terrace overlooking the whole of Barcelona and a good part of the Mediterranean. As Juanjo says, “having all of this should make you afraid of going outside – maybe a brick will fall on your head and you will lose everything”.
Recently we also had the privilege of appearing live on the TV3 ‘Tot es mou’, talking about The Lifestyle Institute, how the training in our Postgraduate is, the way we work and, in short, who we are and what inspires us to be personal angels.
You can watch us and tell us if you liked it!
Read this interesting article about Alberta La Grup and The Lifestyle Institute in the business newspaper VIA EMPRESA!
The original article: L”alta costura’ dels assistents personals (viaempresa.cat)
The Catalan agency, Alberta La Grup, focused on the business of ‘personal angels’ is targeted at the economically elite and has a client base that is 95% international
“I want to come to Barcelona for a sabbatical year and live in a house that has parking for seven cars”. This request, that for most mere mortals may seem overly exaggerated, is just one of many that Alberta La Grup, an agency specialized in personal assistants and with services aimed at the ultra wealthy, have received. The company is one of very few around the world that have an area of their business focused on the personal angel. The agency’s founder, Lourdes Carbó, mentions that “the profile of the personal assistant that we have known until now was recognized as a corporate figure, but we have now incorporated that personal element too. Usually a managerial secretary would not be involved with the domestic tasks of the given manager”. As a result of this necessity, which is very focused on a specific segment of the population, Alberta La Grup emerged in 2007. “The pioneer companies in this sector were mostly abroad, especially in the English-speaking market”, Carbó says. Bottom of Form
The clients of the Catalan agency could be described as those who are at the top of the economic pyramid. 95 % are from abroad and opportunities tend to arise from the international market. Lourdes Carbó describes that “in our work, the economic level and lifestyle really stand out, revolving around their acquisitive power”. These are people that have properties, children who study at international schools and who are constantly travelling and taking care of their businesses. Many of these profiles are celebrities, sports personalities or investors. In global terms, they are around 1-10% of the population. As Carbó mentions, “they have very different necessities to the rest”.
Lourdes Carbó: “In our work, the economic level and lifestyle really stand out, revolving around their acquisitive power “
Alberta La Grup’s business model is oriented around these requirements. Through a personalized service, their CEO explains that by limiting the number of clients, they are able to provide maximum availability. In this way “we can get to know their preferences and give them everything that they need”.
The only school in the world
As can be seen in the typical client profile of Alberta La Grub, Carbó says that on many occasions they need to coordinate with the family office of a client – the person who coordinates sometimes more than 30 staff working for the family. “I often say that we are like haute couture in fashion and since we have to live up to these high standards, we discovered that there wasn’t any kind of formal training for this line of work”. That is when they came up with the idea for The Lifestyle Institute, a school that is almost the only one of its kind in the world and that could be defined as a place where personal assistants who are in charge of taking care of the social and economical elite are trained. Despite having offices on the central Paseo de Gracia in Barcelona, Carbó admits that there is still a certain lack of knowledge regarding their services within their target audience. Alberta La Grup currently has 24 members of staff on their payroll and bills around one million euros each year.
These services should be considered within the context of a growing number of multimillionaires, despite the pandemic. The number of ‘superrich’, those who have a net worth of more than 30 million euros, increased in 2020 and has doubled in the last decade. This year, a study by EsadeEcPol determined that the 1% of the richest people in Spain had increased their participation in the national income from 13% in 2007 to 16.9% in 2019, which is more than the poorest 50%.
According to The Lifestyle Institute’s calculations, there are 137 skills required to do the job of a personal assistant for private lifestyles
With these numbers, Lourdes Carbó sees the personal angel as a profession with a great future that should be given more visibility. “It’s time to enhance the training as this is what will encourage the transfer of corporate assistants towards the personal assistant field”. According to The Lifestyle Institute’s calculations, there are 137 skills required to do the job of a personal assistant for private lifestyles. Although it involves a fairly secretive world, those that move within it see this as one of the inevitable traits of its very essence.
Global concierge service
The segment of the market that is most likely to require personal angel services, according to Alberta La Grup, are those that read publications such as Spear’s Magazine, where some of the articles make references to the search for the best personal trainers or the top allergy specialists in the world. For this kind of profile, Alberta La Grup has spent the last 10 years specialising in another sector: concierge. This involves luxury residential buildings in which you can find all kinds of services, such as a personal trainer, a masseuse or a dog walker. “It’s as though it were a hotel resort, but actually it is their home”, Carbó explains. This global orientation already contributes to 40% of the agency’s business and is where the agency is positioning itself in the global sphere and receiving more and more requests from foreign investors.
Another example of the areas in which this profession is moving can be seen in the training courses, for the time being delivered online, that are given by The Lifestyle Institute. Aimed at people who will later pass through recruitment agencies who are looking for nannies, butlers or bodyguards, the school delivers classes on topics such as ‘The Psychology of Flowers’, ‘Private Aviation’ or ‘How to Manage a Mega-yacht’. This is the reality of a profession that is evermore in demand and that needs to increase its professional level given that it is a high-pressure job that requires preparation that is similar in some aspects to that required by an elite athlete.
“Quiero venir a Barcelona un año sabático y vivir en una casa con siete parkings”. Esta petición, que a ojos de la mayoría de los mortales puede parecer una exageración, es una de las tantas que puede llegar a recibir Alberta La Grup, una agencia catalana especializada en la figura del asistente personal, dirigido a personas con un poder adquisitivo alto. La empresa es una de las pocas a nivel mundial que tiene un área de negocio centrada en el personal angel. La fundadora de la agencia, Lourdes Carbó, comenta que “el perfil del asistente hasta ahora se le conocía por la vertiente corporativa, pero nosotros hemos incorporado al personal, ya que una secretaria de dirección no puede dedicarse a hacer gestiones domésticas de un directivo concreto”. Fruto de esta necesidad, muy focalizada en un segmento concreto de la población, en el año 2007 surgió Alberta La Grup. “Los pioneros estaban en el extranjero, especialmente en el mercado anglosajón”, recuerda Carbó.
Los clientes de la agencia catalana podrían definirse como los que se encuentran en el pico de la pirámide de la población. Así, el 95% son foránicos y las oportunidades acostumbran a llegar del mercado internacional. Lourdes Carbó matiza que “en nuestro trabajo, marca mucho la capacidad económica y el estilo de vida, cohesionados en torno al poder adquisitivo”. Son personas con propiedades, hijos que estudian en escuelas internacionales y que viajan constantemente, pendientes de sus negocios. De estas características, se concretan perfiles de celebrities, deportistas o grandes inversos. En términos globales, serían entre el 1 y el 10% de la población. Eso sí, tal y como se encarga de remarcar Carbó, “con necesidades muy diferentes del resto”.
Lourdes Carbó: “En nuestro trabajo, marca mucho la capacidad económica y el estilo de vida, cohesionados en torno al poder adquisitivo”
El modelo de negocio de Alberta La Grup se orienta en función de estos requisitos. A través de un servicio personalizado, su CEO explica que la limitación en la cifra de clientes es la que les permite seguir prepararse para la máxima disponibilidad. De esta manera, “conocemos sus preferencias y les damos de forma concreta todo lo que necesitan”.
Como muestra del perfil típico de cliente de Alberta La Grup, Carbó asegura que en muchas ocasiones el contacto se produce con el family office de un cliente, un responsable que puede llegar a coordinar a más de 30 personas del servicio. “A menudo me gusta decir que somos la alta costura de la moda y como tenemos esta exigencia, nos encontramos con que no existía una formación específica para este ámbito”. De ahí surgió The Lifestyle Institute, una escuela casi única en todo el mundo, que en pocas palabras, se podría definir como el lugar donde se prepara a los asistentes personales encargados de cuidar de las élites sociales y económicas. A pesar de tener las oficinas en el céntrico Paseo de Gracia de Barcelona, Carbó admite que existe un cierto desconocimiento de los servicios por parte de su público objetivo. En este momento, Alberta La Grup cuenta con 24 personas con nómina y factura alrededor de un millón de euros anuales.
Estos servicios se enmarcan en un contexto de crecimiento de la cifra de multimillonarios, a pesar de la pandemia. El número de ‘superricos’, los que tienen activos valorados en más de 30 millones de euros, se incrementó en 2020 y se ha duplicado en la última década. Ese mismo año, un estudio de EsadeEcPol constató que el 1% de las personas más ricas en el Estado español habían aumentado su participación en la renta nacional del 13% en 2007 al 16,9% en 2019, concentrando más que el 50% más pobre.
Según los cálculos de The Lifestyle Institute, se contabilizan 137 habilidades para desarrollar el trabajo de asistente personal en la vida privada.
Con estas cifras, Lourdes Carbó ve en lo personal angel una profesión de futuro a la que se le debe dar visibilidad. “Es un momento de potenciar la formación, ya que se está produciendo un trasvase de asistentes corporativos hasta el ámbito de la asistencia personal”. Según los cálculos del The Lifestyle Institute, se contabilizan 137 habilidades para desarrollar el trabajo de asistente personal en la vida privada. Aunque se trate de un mundo hermético, los que están dentro, lo ven como uno de los rasgos inevitables de su esencia.
El segmento de mercado susceptible de recibir los servicios del personal angel, según Alberta La Grup, son las personas que leen publicaciones como Spear’s Magazine, donde algunos de sus artículos hacen referencia a la búsqueda de los mejores entrenadores personales o los especialistas ‘top’ en alergias del mundo. De este perfil, Albert La Grup lleva 10 años especializado en otro sector: el concierge. Se trata de edificios residenciales, de lujo, donde se pueden encontrar todo tipo de servicios, como un entrenador personal, un masajista o un paseador de perros”. “Es como si fuera un hotel y resorte, pero en tu casa”, aclara Carbó. Esta orientación global ya aporta un 40% del volumen de negocio de la agencia. Es aquí donde la empresa catalana se está posicionando en la esfera mundial, recibiendo cada vez más demandas de inversores extranjeros.
Otro ejemplo de los entornos donde se mueve esta profesión se encuentra en los cursos de formación, de momento en línea, que se imparten en The Lifestyle Institute. Dirigidos a personas que luego irán a parar a agencias de reclutamiento que buscan nannys, mayordones o guardaespaldas, en la escuela se hacen asignaturas como ‘Psicología de las flores’, ‘Aviación privada’ o ‘Cómo gestionar un megayot’. Esta es la realidad de una profesión, cada vez más demandada, que necesita incrementar su profesionalización, ya que se trata de un trabajo con un nivel de presión alto y que requiere una preparación parecida, salvando las distancias, a la de un atleta de alta competición.
