A book by Premm Anand
Becoming
You have invested in your people.
You have invested in your property.
Does the full capability of your organisation
feel available to you?
This is not a performance problem.
It is a conditions problem.
And there is a book that addresses it directly.
Every book order includes a complimentary 60-minute session with Premm — delivered live to your leadership team.
Across luxury hotels, wellness resorts, and UHNW private estates — Premm Anand has spoken with over 70 industry leaders. The pattern that emerges is consistent, and most of them describe it the same way:
“We’ve done everything right. The property is exceptional. The team is trained. And yet something is still not quite working the way it should.”
If that sentence describes where your organisation is — you are in the right place.
Global research across luxury hospitality and wellness tells a consistent story: despite higher investment in training, systems, and technology, service consistency, emotional engagement, and talent retention are declining.
This is not a performance failure. It is a diagnostic failure. The industry has been solving the right problem — with tools that address the wrong layer.
The market is also pivoting. Luxury guests, UHNW clients, and wellness-led properties now expect something that no training module can manufacture. The brands that will lead the next decade are the ones that understand this now.
“The system is not broken because of the people. It is struggling because of the conditions created around them. Fix the conditions — and what was already there begins to work.”
Becoming Extraordinary is shaped by global research into luxury hospitality, wellness, and high-trust brands — combined with 25+ years inside the world’s most demanding luxury environments. It is grounded in human-behaviour science.
This is not a book about how to serve better. It is a book about how to create the conditions in which your people, your organisation and your clients can make this endeavour effortless.
Current global market research: luxury & wellness · Human-behaviour science · 25+ years: cruise ships · hotel brands · UHNW households · The London Butler Academy
Every organisation that orders Becoming Extraordinary receives a complimentary 60-minute session — delivered live to your leadership team by Premm Anand.
In that session, Premm will work directly with your leadership team to understand exactly where your organisation currently sits — and where the conditions are costing you most. You will leave with a clear picture of what needs to change and why. All at no cost.
This is not a webinar. It is not a presentation. It is a live working session with someone who has spent 25 years diagnosing exactly this kind of problem — and who has written the only structured answer to it.
DM Premm directly on LinkedIn · connect@premmanand.com · Limited sessions available each month.
In 2024 and 2025, I spent considerable time and resource trying to help hospitality professionals step into higher roles. It didn’t work. Not because the offer was wrong. Because the people I was trying to reach had already lost the spirit to try.
That forced a question I couldn’t avoid: why is an industry that is genuinely growing — attracting more investment, building more properties, serving a wealthier and more discerning client than ever before — losing the people it needs most?
The research that followed that question became this book. Over 70 conversations with industry leaders across luxury hotels, wellness resorts, and UHNW private service. The same answer kept appearing: the conditions are wrong. Not the people. Not the property. Not the training.
I have spent 25 years inside environments where that layer is felt immediately — from cruise ships and global hotel brands to the UHNW private households where I trained at The London Butler Academy. I know what the conditions feel like when they are right. I also know what they look like when they are absent.
This book is what I wish had existed when I started. It is also what I believe the industry needs now — before the trajectory becomes a crisis that no amount of recruitment spend can reverse.
Hospitality is a noble vocation. The goal of this work is to make it sustainable again.
What’s missing isn’t more effort from them. It is the conditions that allow what’s already there to work. Becoming Extraordinary is the map.
DM Premm directly on LinkedIn · connect@premmanand.com