Good Vibes: A Masterclass in Customer Service in Saint-Tropez

"People don't care how much you know until they know how much you care." - Theodore Roosevelt

Ivette and I arrived at the H?tel de Paris Saint-Tropez 5* in Saint-Tropez on May 28 for our annual summer trip. We departed just last week after nine unforgettable weeks.

Nine weeks.

That's over two months in the same hotel, in the same suite, extending our trip twice. Imagining me in the same room for that long might surprise those who know my preference for being on the go. If you experienced the same exceptional customer service and unique experiences in Saint-Tropez, you would understand why we stayed so long.

Roosevelt's quote perfectly encapsulates our trip.

I've traveled to 108 countries and spent thousands of nights in hotels, but there's no place like Saint-Tropez for hospitality. There’s a reason so many YPOers love it and why it’s become a popular spot to reconnect with old friends and meet new ones— there is simply no place that executes a world-class experience like Saint-Tropez.

The people here embody Roosevelt's words, making you feel included, comfortable, and cared for in a way that 99% of businesses do not. After a day in Saint-Tropez, you eagerly look forward to the next. And when your trip ends, you're already longing to return. When you visit another place, you fondly recall the small village’s world-class service.?

CEOs, we can all learn a lot from Saint-Tropez.

When growing your business, it's easy to hyperfocus on metrics like cost per acquisition, conversion rate, lifetime value, average revenue per customer, average revenue per employee, gross margin, engagement, churn, etc....While good leaders keep track of these numbers, the best go beyond spreadsheets.

They focus on their customers as people, providing world-class experiences. They know that investing time in people is what ultimately drives customer experience and profit.

If you're serious about upping your hospitality game, forget a college degree. Spend a summer in Saint-Tropez and get a masterclass.

Here are the BIGGEST takeaways in service from an incredible trip:

Above-And-Beyond Personalization?

True personalization goes beyond knowing a guest's name.

At Hotel de Paris, our suite wasn't just a number; it became "Suite Moses," making it feel like home. Each week, the general manager, Brice Delclos sent flowers to Ivette. The entire staff knew our names and preferences for everything. Beyond the details of staying at their hotel, Brice and head concierge SAMUEL ANDREO , who is the best in the world, catered to my interests in running, cycling, boating, and food.?

Here's how:

• They delivered a Tour de France cycling jersey and hat with a note to our room.
• Arranged for a compression boots treatment in the spa after a long run.
• Brice joined me on a 12.5-mile run and had staff ready with a warm reception upon our return in the lobby.
• Always had my bike and the bike pump prepared in the lobby when I was about to ride.
• They noticed I ran without water in the heat and bought me a running belt with a water bottle holder.

In many ways, our stay at the Hotel de Paris wasn't just a stay. It was home and an experience crafted specifically for us.

Anticipation of needs

The very best at customer service don't wait for guests to ask for what they need– they anticipate it.?

Many in Saint-Tropez have mastered the art of knowing what you need before you even think of it yourself.

Concierge Samuel has lived in Saint-Tropez most of his life. He's so good at what he does that he's written a book, and it shows. If I forgot to make a reservation for dinner, Samuel reminded us we needed to eat and had already made a reservation at the best table in a restaurant he knew we'd like.

Luc Pagani , the GM at BAGATELLE GROUP , our favorite beach club for BIG party days, often texted me the morning before a visit, asking if we wanted him to reserve the chicken or avocado pizza, their two most sought-after plates. He usually had rose petals on the table and greeted Ivette with a bouquet of flowers. Everyone in the place knew our name, from security to the hostesses to the busboys and serving staff.?Most people came to greet us by name when they saw us with traditional kisses on both cheeks. Wow!??

Their ability to anticipate needs and desire to ensure our latest experience topped the one before it made us feel genuinely cared for.

Flexibility and Accommodation

Even when plans changed, the flexibility and willingness to accommodate our needs showed everyone's deep commitment to customer satisfaction.

When we missed breakfast due to morning workouts and asked for cappuccinos, the staff at the hotel offered us a full breakfast, even an hour after the kitchen closed. They sent a private car when shuttles weren't available after a party. And, when I forgot to make a reservation a year ahead of time at the three-star Michelin restaurant Cheval Blanc, Samuel still got us in.

We did not take for granted the fact that our friends at Hotel de Paris accommodated our timeline with great care, and we consistently found this throughout town:

• When I texted Luc a day before the 4th of July and asked him to increase the size of our reservation at Bagatelle, a feat that would be impossible at most establishments, it was no problem.

• If I texted Lionel Barr, the GM of L'Opera, the most popular restaurant turned nightclub, at the last minute, he would always find a way to make BIG happen. When Lionel came to Miami, I returned the favor and hosted him for a day on the water on board the Make BIG Happen.

Attention to Detail and BIG Memorable Moments

Many in Saint-Tropez are just as much experts in detail as they are in producing BIG memorable moments.

When Ivette and I arrived at Bagatelle for the first time this year, petals and a bottle of Cristal champagne were on the table. I almost said: "I didn't order that," but knowing how much my friends at Bagatelle love to put on a celebration, I knew better. It was a gift.

When friends join us, and we want to celebrate BIG life occasions, we know just where to go. The Bagatelle team pulls out all the stops. From signs and sparklers to champagne and even hoisting VIPs into the air (as my long-time friend and team member Dawn Pope learned during a trip to celebrate 25 years of working together), the Bagatelle team knows how to produce a party like no other.

From Bagatelle to L'Opera, one of our favorite cafes, Noto, or energizing beach club Les Palmiers, the orchestration in Saint-Tropez is impeccable. Everyone is a master at managing energy.?

You see this in a BIG way when it comes to music management. Everywhere you go, the staff will raise the music, lower it, or dance on the tables, clapping and whistling depending on what the mood requires at that moment.

Genuine Relationships and Empowering a Culture of Service

What struck me most on our most recent trip was everyone's commitment to forming deep and meaningful relationships.?

This commitment to service applies not only to customers but also to how team members treat each other, and it's how this 4,100-person village and its people have become the best in the world at service.

Because they care about each other as much as they do their customers, the team members in Saint-Tropez can hold one another accountable to the highest service standards.

Samuel is a prime example of that. Yes, he's a master of this craft. Yes, he's written that book. But the most impressive thing about Samuel isn't his mastery of his craft. It's his relationship with his team. He treats his team like they're all his kids, and they love him like a dad.?

Roosevelt says it's not about what you know but how you make people feel, and he's right.?

Samuel's team values his knowledge, but this ability to make them feel appreciated inspires their unwavering dedication to modeling their excellent service after him. His positivity with them fuels the positive feelings we experience as guests.

As a CEO, I'm realistic. Everyone in Saint-Tropez likely has our data, from spending habits to return visits. But when we're there, it never feels like a transaction. Every encounter—whether at the hotel, a beach club, a restaurant, or a run-in with Patrick, affectionately known as "The Gendarme of Saint-Tropez"—feels like a reunion with old friends.?

Saint-Tropez is no longer a place we go. It's our summer home.

Thank you to everyone who made this latest trip so unforgettable. We already can't wait to go back.?