Vincent Vermeulen, founder and director of School for Butlers & Hospitality, is the fourth generation within his family to earn his spurs in the hospitality sector. After his career as a butler, which earned him a worldwide network of star restaurants and international luxury brands, among others, he founded School for Butlers in Bruges. However, it was not long before companies asked for his help in improving or even introducing the hospitality mindset. This also resulted in the book What can we learn from butlers. Guestology 2.0 goes a few steps further and includes a methodology that brings to life each company's customer experience DNA thanks to a mapped out six-step path. The path, in which the imput of all stakeholders (management, customers and team) is crucial, aims to result in the implementation of a concrete customer journey as it should be: 100% tailored to the company. Guestology 2.0 is there for any company, regardless of sector.