Etiquette coach sees boom as people seek order in uncertain times

In an era increasingly defined by digital interactions and shifting social norms, the demand for traditional etiquette coaching is surging. Clemens Graf von Hoyos, a descendant of the famed etiquette author, is capitalizing on this trend, offering courses that promise to impart the manners of high society.

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Spaghetti are, from an etiquette perspective, one of the most demanding dishes of all.

Hoyos, who holds the title of Count, leverages his noble background to lend an air of authority and exclusivity to his seminars. Held in prestigious venues like the Munich Palace Hotel, these events attract professionals from banking, education, and hospitality who aspire to climb the social ladder. Hoyos himself is presented as a prodigy, having received praise for his table manners as a child and later teaching the proper way to eat asparagus.

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The total commercialization of their ancestor does not please the Freiherren family Knigge at all.

The current "Knigge boom" is attributed to a growing societal insecurity. As online behavior becomes more abrasive and the world feels increasingly chaotic, individuals are seeking a sense of personal order and correctness. Hoyos's teachings extend to modern communication, offering guidance on gender-neutral greetings and concise email practices, aiming to provide a framework for polite interaction in both digital and physical spaces.

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No wonder Clemens Graf von Hoyos's Knigge seminars are always fully booked.