ProtocolToday Academy of Soft Diplomacy and Protocol

What ProtocolToday Academy of Soft Diplomacy and Protocol does

ProtocolToday Academy of Soft Diplomacy and Protocol is a Netherlands-headquartered training and certification provider founded in 2016 by Adriana Flores, operating as a global benchmark in modern business and diplomatic protocol, soft diplomacy, international etiquette, and cultural intelligence. The company's core offering is a proprietary six-module Global Mindset curriculum (GMS-1 through GMS-6) anchored on the Action Learning Model and the Lewis Cultural Intelligence framework, delivered through individual masterclasses (priced €80–€92), executive certificate programs (€480–€1,650), and bespoke services for corporates, embassies, and governments. All programs award EQF Level 7 certificates under UK CPD accreditation, with in-person delivery at WTC The Hague and Kasteel De Wittenburg and online via Eventbrite self-registration.

The business operates a hybrid go-to-market combining direct enterprise sales (to embassies, governments, and corporations), a Licensed Practitioner channel that extends reach to 70+ countries with minimal internal headcount (6 employees), and a self-serve individual/consumer motion for masterclass and certificate registrations. A Global Membership program (€50 individual / €100 corporate annually) provides recurring touchpoints, and a corporate gifts boutique ('The Art of Giving') extends the brand into curated premium gifting. The company has trained over 30,000 professionals worldwide and holds strategic alliances with G100 Networking (Netherlands presidency), Dusit Thani College and The Diplomat Network Thailand (Southeast Asia hub), UN Women's Empowerment Principles, and Breitling Switzerland, alongside speaking engagements at CLADEA business-school events.

Revenue is not publicly disclosed and no external funding rounds have been raised, indicating an organic, founder-led operating model. Growth signals through 2024–2026 — UK representation, new online executive certificate, Southeast Asia partnership, G100 alliance — point to deliberate geographic and product expansion, though the small employee base constrains the pace of scaling. The competitive position rests on accreditation (UK CPD, EQF Level 7), proprietary methodology, founder credibility, and a licensed practitioner distribution network rather than technology differentiation; no AI/ML capabilities are part of the offering.

Name

ProtocolToday Academy of Soft Diplomacy and Protocol

Legal name

ProtocolToday

Website

https://protocoltoday.nl

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

ProtocolToday Academy is a Netherlands-based, UK-CPD-accredited training provider delivering protocol, soft diplomacy, cultural intelligence, and executive etiquette certification to diplomats, embassies, corporations, and governments across 70+ countries via masterclasses, executive certificates, and a licensed practitioner network.

Ownership category

akta.pro rank

Product category

Professional Protocol and Soft Diplomacy Training

NAICS

Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Professional & Executive Short Courses (Non-Degree, International) (EDAIAIAH)

Keywords

• Diplomatic protocol training
• Cultural intelligence training
• Business etiquette training
• Soft diplomacy education
• Executive certificate programs

Headquarters

HQ city

The Hague

HQ country

Netherlands

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Masterclass Programs: Individual 2-day online masterclass sessions (GMS-1 through GMS-6) priced at €80 (members) and €92 (non-members). Covers topics including international etiquette, modern protocol, cultural intelligence, diplomatic writing, power of gifts, and dine like a diplomat.
2. Executive Certificate Programs: Comprehensive multi-day certificate programs including in-person Executive Certificate Program in Modern Protocol (€1,485–€1,650) and online 12-day Executive Certificate (€1,080–€1,200), and Executive Programs for Governments/International Organisations (€480–€552).
3. Global Membership: Annual membership providing community access, free online events, priority program access, 10% discounts on workshops and conferences, and magazine subscription. Individual membership €50/year; Corporate membership €100/year for three persons.
4. Corporate and Embassy Services: Custom consulting and event coordination services for corporates and embassies including VIP reception, trade missions, event coordination, masterclass programs, and embassy/consulate optimisation. Priced on quotation basis.
5. Corporate Gifts (The Art of Giving): Sale of curated corporate gifts including wine stoppers, art glass objects, Dutch Delft Blue ceramics, Japanese tea sets, and custom-designed objects through the boutique store.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

ProtocolToday Academy delivers paid masterclass programs and executive certificate courses in modern business and diplomatic protocol, soft diplomacy, international etiquette, and cultural intelligence, delivered through online and in-person formats. The core curriculum is the six-module Global Mindset Series (GMS-1 through GMS-6) bundled into Executive Certificate Programs (in-person at venues in The Hague/Wassenaar and 12-day online) accredited at EQF Level 7 and by CPD UK, with bespoke services for embassies, governments, and corporates, plus an annual Global Membership and a Licensed Practitioner licensing program.

Product overview

ProtocolToday Academy is a global benchmark in modern business and diplomatic protocol, offering a comprehensive education and training platform centered around its Academy of Modern Protocol & Soft Diplomacy. The core offering consists of Executive Certificate Programs (in-person at prestigious Dutch venues and live-online) that combine multiple masterclass modules (GMS-1 through GMS-6 covering etiquette, protocol, cultural intelligence, diplomatic writing, gift-giving, and dining skills) into coherent certification pathways. The company also provides sector-specific services for corporates, embassies, governments, universities, and international organizations, alongside a Global Membership program for ongoing professional development. The Art of Giving boutique extends the brand into curated corporate gift products. All programs carry EQF Level 7 certification and UK CPD accreditation.

Differentiator

Problem solved

Functional benefit

Brands

• The Art of Giving: Corporate gifts boutique featuring exclusive items including wine stoppers, glass objects, Dutch Delft Blue ceramics, and custom-designed gifts.
• Global Membership

Products and services

• Executive Certificate Program in Modern Protocol & International Etiquette (In-Person) A 2-day in-person executive certification program delivered at Business World Trade Centre (WTC) The Hague and Kasteel De Wittenburg Wassenaar, featuring masterclasses on corporate image, business etiquette, cultural intelligence, gift-giving protocol, and a 3-course diplomatic dinner. Awards EQF Level 7 certificate with CPD UK accreditation. Priced from €1,485 (early-bird) to €1,650 standard.
• Online Executive Certificate Program in Business Protocol and International Etiquette A 12-day (24 hours) live-online executive certificate program covering international etiquette, modern protocol, cultural intelligence, and diplomatic writing, delivered in two CET time slots with flexible scheduling. Priced from €1,080 (member/early-bird) to €1,200 (standard). Awards EQF Level 7 certificate.
• Masterclass International Etiquette (GMS-1) Online masterclass on international business etiquette covering appearance, verbal/nonverbal communication, business card protocol, digital etiquette, and diplomatic social etiquette. Priced at €80 (member) and €92 (non-member). Awards EQF Level 7 certificate with CPD UK accreditation.
• Masterclass International Modern Protocol (GMS-2) Online masterclass on modern international protocol and soft diplomacy, covering precedence, seating arrangements, cross-border negotiations, and official event management. Priced at €80 (member) and €92 (non-member). Awards EQF Level 7 certificate with CPD UK accreditation.
• Masterclass 21st Century Cultural Intelligence & Global Mindset (GMS-3) Online masterclass on cultural intelligence based on the Lewis Model, covering intercultural vs multicultural dynamics, nonverbal communication, cross-border negotiation, and global networking. Priced at €80 (member) and €92 (non-member). Awards EQF Level 7 certificate with CPD UK accreditation.
• Masterclass Diplomatic Writing (GMS-4) Online masterclass on diplomatic writing skills including institutional communication and protocol writing for international settings. Priced at €80 (member) and €92 (non-member). Awards EQF Level 7 certificate with CPD UK accreditation.
• Masterclass The Power of Gifts in Business and Diplomacy (GMS-5) Masterclass covering gift ethics, regulatory compliance, and the strategic use of gift-giving in business and diplomatic contexts across cultures. Priced at €80 (member) and €92 (non-member). Awards EQF Level 7 certificate with CPD UK accreditation.
• Masterclass Dine like a Diplomat (GMS-6) Online masterclass on table etiquette, seating arrangements, toast protocol, and dining skills for high-level business and diplomatic occasions. Priced at €80 (member) and €92 (non-member). Awards EQF Level 7 certificate with CPD UK accreditation.
• Power of Image Masterclass VIP (4-day online) A 4-day online VIP masterclass on personal image and executive presence, priced at €252 (member) and €280 (non-member). Includes action learning model, digital material, personalised assessment, and EQF Level 7 certificate accredited by CPD UK.
• Executive Program for International Organisations / Governments (12-day online) 12-day online executive program for government officials and international organisations, covering international etiquette, protocol, institutional precedence, diplomatic communication, and public event organization. Priced at €480 (member) and €552 (non-member). Includes method action learning model, digital reading material, personalised assessment, and EQF Level 7 certificate.
• Services for Corporates Customized protocol, cultural intelligence, and corporate etiquette services including VIP delegation experiences, strategic trade missions, event coordination, and masterclass programs with CPD accreditation for corporate teams. Priced on quotation basis.
• Services for Embassies Diplomatic protocol and cultural intelligence services for embassies including VIP delegation reception, trade missions, official receptions, National Days, embassy optimization, and diplomatic training. Priced on quotation basis.
• Global Membership Annual membership program providing access to a global network across 70 countries, free online events, priority masterclass access, 10% discounts on workshops and conferences, and a Global Mindset Magazine subscription. Individual annual membership priced at €50; Corporate annual membership priced at €100 for three persons.
• Licensed Practitioner of ProtocolToday A 5-day training program to become a licensed practitioner authorized to deliver ProtocolToday masterclass programs under licence. EQF Level 7, based on Dublin descriptors, using the Action Learning Model methodology. Information sessions free for members and €10 for non-members; full program pricing available on request.
• The Art of Giving - Corporate Gifts Boutique Boutique of exclusive corporate gifts including custom wine stoppers, handblown glass objects, Delft Blue porcelain, Japanese matcha sets, and custom-designed artisanal items for diplomatic and business gifting. Available globally via the ProtocolToday store.
• Global Mindset Magazine Digital and print magazine featuring VIP interviews with global leaders, business etiquette articles, diplomatic insights, and cultural intelligence content. Distributed to members and event attendees.

Quantifiable outcome

• 30,000+ professionals trained worldwide across 70+ countries
• +3 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered flagship, minor and core.

• G100 NetworkingflagshipStrategic or Co-development Partner · 1 January 2026Strategic alliance established in 2026 securing the G100 Networking presidency in the Netherlands, positioning ProtocolToday at the centre of global economic diplomacy and high-level networking.
• Breitling SwitzerlandminorGTM or Marketing Partner · 1 January 2026Luxury event collaboration with Breitling Switzerland in the Netherlands, showcasing high-end brand positioning and premium event execution capabilities.
• CLADEA (Lating American Council of Schools of Administration)minorGTM or Marketing Partner · 1 April 2025Participation as speaker at the CLADEA Second European Meeting of Business Schools in Barcelona (April 2025), hosted by La Salle Campus Barcelona, Ramon Llull University. Focus on connecting cultures and innovation in business education.
• Dusit Thani CollegecoreStrategic or Co-development Partner · 1 March 2024Tripartite collaboration signed in 2024 with Dusit Thani College and The Diplomat Network Thailand, focusing on protocol education, cultural intelligence training, and joint certification programs in Southeast Asia.
• The Diplomat Network ThailandcoreStrategic or Co-development Partner · 1 March 2024Tripartite collaboration with Dusit Thani College and ProtocolToday, creating a Southeast Asian hub for protocol education and cultural intelligence certification.
• UN Women (Women's Empowerment Principles)coreStrategic or Co-development Partner · 1 January 2024Signatory to the UN Women's Empowerment Principles since 2024, committing to gender equality standards in workplace practices, community engagement, and program delivery.
• Continuing Professional Development (CPD) Standards Office, UKcoreStrategic or Co-development PartnerOfficial accreditation body providing UK CPD certification for all ProtocolToday masterclass programs and executive certificates, validating training quality and continuing education standards.
• La Salle Campus Barcelona, Ramon Llull UniversityminorGTM or Marketing PartnerHost institution for the CLADEA Second European Meeting of Business Schools where ProtocolToday participated as a speaker, connecting business education across continents.

Scale indicators5 records

Recent moves6 records

Expansion highlights8 records

Broad incumbents

• Berlitz Corporation: Global language and cultural training incumbent with extensive corporate executive programs. Overlaps with ProtocolToday's cultural intelligence and cross-border training as a broader market player with greater scale and broader portfolio.
• Hult EF Executive Education: Global business school offering executive education including cross-cultural leadership and global business courses. Larger established player in adjacent executive education that competes for the same corporate training budgets.
• Kwintessential: UK-based cross-cultural and international business training provider offering cultural awareness training and country-specific briefings. Comparable curriculum to ProtocolToday's cultural intelligence content.
• Communicaid (RWS Group): Cross-cultural and international communication training provider, now part of RWS Group. Competitor in the corporate cross-cultural training space with broader localization services and enterprise client base.

Direct peers

• The Etiquette School of London: London-based etiquette and protocol training provider serving corporate clients and individuals. Direct geographic peer in the European executive etiquette training market with overlapping curriculum.
• International School of Protocol: U.S.-based protocol training institute offering certification for protocol officers, corporate executives, and diplomats. Directly comparable to ProtocolToday's professional protocol certification model and target segments.
• London Image Institute: UK-based image and etiquette consultancy offering corporate training and individual certifications. Direct peer in the professional image and executive polish training market with similar premium positioning.
• Protocol School of Ireland: Irish protocol training school offering certification programs for protocol officers and executives. Direct European peer with similar EQF-aligned certification approach and corporate/government client base.
• Protocol & Etiquette Worldwide (formerly Protocol School of Washington): Long-established U.S. protocol and etiquette training school offering certification programs and corporate training. Direct peer in the protocol/executive etiquette training niche with similar certification offerings and target customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ProtocolToday/featured
• Facebookfacebook.com/Protocoltoday-Academy-100361601753705
• LinkedInlinkedin.com/company/protocoltoday-consulting-academy
• Instagraminstagram.com/protocoltoday

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 ProtocolToday Academy of Soft Diplomacy and Protocol