Etiquette

What Etiquette does

Etiquette Lifestyle S.A.R.L. (operating as Etiquette Luxury Group) is a Lebanon-headquartered luxury concierge and marketing services firm founded in 2013, serving high-net-worth and ultra-high-net-worth individuals and the luxury brands that market to them, with a primary footprint across the Middle East (UAE 46%, KSA 32%, Qatar 12%, Kuwait 10%). The company operates from offices in Beirut, Dubai, London (Mayfair), and Cyprus, with a team of 11-50 employees and 12+ years of operating history in the luxury segment.

The product portfolio combines B2B marketing services with B2C concierge and media channels. B2B offerings include Brand Consultation (marketing and sales advisory for luxury brands), Private HNW Events, and a White Label Concierge App licensed to partner brands and used by a reported 14,980 HNW end users. B2C and audience-monetization channels include EDM Newsletters (125,000+ subscribers), PR Direct (100,000+ subscribers), and the Etiquette Concierge membership (8,000-16,000 VIP members, gated by a stated $30M+ wealth threshold), supported by iOS and Android mobile apps. The company reports aggregate audience reach of 200,000-328,000 across platforms, reported CTR rates of 22% (EDM), 28% (PR Direct), and 43% (Concierge), 12,500 sales leads generated, and campaign execution in 40+ countries. The underlying asset base includes a proprietary content and supplier library covering 5,000+ aircraft, 1,200+ hotels, and 3,000+ yachts.

Etiquette's business model derives revenue from three streams: bespoke professional services fees (consultation, campaign execution, private events) charged to luxury brand clients; recurring subscription and membership fees from HNW individuals (EDM, PR Direct, Concierge VIP membership); and licensing fees from the White Label Concierge App deployed by partner brands. Pricing is proposal-based and not publicly disclosed, consistent with a high-touch, bespoke GTM motion targeting a narrow segment of luxury marketers and ultra-affluent consumers.

Name

Etiquette

Legal name

Etiquette Lifestyle S.A.R.L.

Website

https://etiquettels.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Etiquette Lifestyle S.A.R.L. is a Lebanon-founded luxury concierge and marketing platform serving high-net-worth individuals and luxury brands across the Middle East, combining bespoke concierge services, EDM and PR distribution channels, and a licensed White Label Concierge App.

Ownership category

akta.pro rank

Product category

Luxury Marketing & Concierge Services

NAICS

Tour Operators (561520), Convention and Trade Show Organizers (56192)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Luxury, VIP & Bespoke Travel Concierge (HSACAKAL)

akta.pro secondary industries

UHNW Concierge & Lifestyle Services (FSAAABAL), Luxury & VIP Destination Services (Concierge/Chauffeur) (THAKAEAG), Luxury Hospitality & VIP Hosting (Tables, Bottle Service, Concierge Hosts) (HSACAMAH)

Keywords

• Luxury brand marketing
• HNW concierge services
• PR distribution platform
• EDM newsletters luxury
• Private HNW events

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Brand Consultation & Marketing Services: Bespoke marketing and sales consultancy for luxury brands targeting HNW and UHNW audiences in the Middle East. Includes brand strategy, campaign planning, and implementation support across Etiquette's proprietary media platforms. Revenue is generated through professional services engagements.
2. EDM Newsletter Distribution: White-labeled newsletter distribution for leading luxury brands to Etiquette's subscriber base of 125,000+ HNW and UHNW individuals in the Middle East. Generates qualified leads with high open and click-through rates.
3. PR Direct: Direct press release service to 100,000+ UHNW and HNW subscribers, enabling luxury brands to reach affluent audiences for product launches, corporate news, and event invitations.
4. Etiquette Concierge Membership: Luxury concierge services to members including private aviation, hotel bookings, yacht charters, VIP events, personal shopping, and chauffeur services. Membership is application-only with tailored packages. Members pay for access and services rendered.
5. Private HNW Events: Creation of exclusive luxury brand events with hand-picked UHNW and HNW invites, targeting key audiences for luxury brands. Revenue generated through event planning and execution services.
6. White Label Concierge App Licensing: White label branded concierge app licensing to luxury brands, providing a complete CRM and reservations system under the client's brand. Includes full app management and maintenance.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Etiquette Luxury Group operates a proprietary digital media and concierge platform that connects luxury brands with high-net-worth and ultra-high-net-worth (HNW/UHNW) consumers across the Middle East. It sells integrated marketing, PR, advertising and sales solutions to luxury brands via branded EDM newsletters, PR Direct press releases, private HNW events, brand consultation, and a white-label concierge mobile app. It also runs a direct B2C luxury concierge membership providing private aviation, yacht, hotel, personal shopping and chauffeur services to verified affluent members.

Product overview

Etiquette is a comprehensive luxury platform offering six integrated marketing, sales, PR, and advertising solutions to luxury brands targeting affluent consumers in the Middle East. The platform consists of Brand Consultation (marketing consultancy), EDM Newsletters (email distribution), PR Direct (press release service), Etiquette Concierge (luxury concierge services), Private HNW Events (bespoke events), and White Label Concierge App (white label mobile app). The platform reaches over 200,000 HNW and UHNW subscribers including royalty, chairpersons, and major company shareholders across UAE, KSA, Qatar, and Kuwait.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Consultation Marketing and sales consultancy service for luxury brands seeking to reach UHNW and HNW audiences in the Middle East, leveraging Etiquette's media platform.
• EDM Newsletters White-labeled newsletter distribution for luxury brands delivering branded content (images, videos, calls-to-action) to Etiquette's 125,000+ HNW and UHNW subscribers in the Middle East.
• PR Direct Direct press release service targeting influential UHNW and HNW individuals in the Middle East, including rich media (images, videos) and direct brand-engagement options for product launches, corporate news and event invitations.
• Etiquette Concierge High-touch luxury concierge agency providing personal shopping, private aviation, yacht charter, hotel bookings, VIP events and chauffeur services to VIP members across the UAE, KSA, Kuwait, Qatar and Bahrain, accessible via a branded mobile app with 24/7 lifestyle manager support.
• Private HNW Events Bespoke event creation service for selected luxury brands, featuring small focused events with hand-picked invitations to UHNW and HNW guests designed to drive targeted audience engagement (e.g., fashion shows, car launches).
• White Label Concierge App White-label branded mobile concierge app and complete CRM/reservations system licensed to luxury brands, providing customizable service categories, client request tracking, weekly stats reports, press release pages and full app management under the client's own brand identity.

Quantifiable outcome

• Over 12,500 sales leads generated across platforms
• +5 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators9 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Knightsbridge Circle: Members-only luxury concierge club for UHNW individuals offering travel, events, and exclusive access worldwide — closely mirrors Etiquette's application-only concierge membership with a similar tier of clientele.
• Velocity Black: App-based luxury concierge and lifestyle platform for HNW/UHNW members, offering on-demand requests for travel, dining, events, and experiences — a direct digital-native comparable to Etiquette's concierge app and white-label offering.
• Ten Lifestyle Group: Publicly listed (AIM) global concierge and lifestyle platform providing bespoke services to HNW members and corporate clients, including travel, events, and lifestyle management — directly competes with Etiquette's concierge model and white-label B2B offering.
• Quintessentially: Global luxury concierge and lifestyle membership company serving HNW and UHNW clients with 24/7 lifestyle management, private travel, events, and brand partnerships — directly comparable to Etiquette's concierge, EDM, and events stack.
• John Paul: Premium concierge and customer care service provider serving financial institutions, luxury brands, and HNW clients globally — comparable B2B white-label concierge business model to Etiquette's white-label app and CRM licensing.

Broad incumbents

• American Express Centurion Concierge: In-house concierge for Centurion (Black) cardholders providing 24/7 lifestyle, travel, and event services to a verified HNW audience — a broader incumbent offering a similar service bundle as part of a much larger financial services platform.

Emerging players

• Jing Daily: Digital luxury media and insights platform focused on connecting global brands with HNW Chinese and Asian consumers — comparable digital distribution and EDM-style model but for a different luxury corridor, posing an indirect threat to pricing.

Regional players

• LUXHUB: Regional luxury marketing and brand consultancy serving high-end clients in the Middle East — comparable regional competitor in luxury brand strategy, influencer campaigns, and HNW targeting.
• Prestige Arabia: Middle East-focused luxury lifestyle media and digital platform covering HNW audiences across the GCC — comparable regional media reach and luxury brand advertising focus, though primarily editorial rather than concierge-driven.

Others

• Les Conciergeries: Aggregator and industry resource covering the global luxury concierge market — adjacent ecosystem participant that helps frame the competitive context in which Etiquette operates and benchmarks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Etiquette