Full memberships are closed until Jan 8 Carte Blanche and waitlist registrations only
2011 and the world was in many ways still recovering from the global financial crisis (GFC) of 2008. As an operation providing niche aviation and aircraft charter services, we became aware of the mounting frustrations and disappointments our passengers were experiencing with a number of concierge and similar on-demand lifestyle services. To be fair–not all demonstrated the same ethics, shortfalls, or precessing moral compass–however, we sought to redress the frustrations by offering meaningful ‘in-house’ privileges as a direct alternative to that being offered.
Today, there are many concierge and lifestyle services to choose from. Many 'shapes' and 'flavours'! Unfortunately, we found qualified descriptions were limited to between "moderately useful" and "over-priced". Despite many of these services underperforming, fees can be in the tens of thousands. In addition, somewhere along the line, it has become commonplace for these services to validate their existence by highlighting the net worth of clients and boasting about their HNWI or UHNWI status.
For some, the practice of boasting has become an irritation that challenges privacy and discretion sensibilities. Concierge and lifestyle services have adopted a somewhat crude and distasteful marketing strategy that raises the question of motivation. "Is the focus on service and delivery, or is it to target a specific demographic and publicise their financial position?!" and then suggest despite corporate or financial success, their potential and existing clients are incapable of managing basic life skills, that in some instances, require spending great sums to resolve arrangements that are relatively simple activities related to their social and private lives.
Typically, these services are initiated online, using a mobile app, or by way of a phone call. However, in many everyday instances – if not by one's own hand and initiative, a credit or charge card provider, a good assistant, or the staff at a quality hotel – can achieve many, if not all general needs and coup de coeurs.
Some thought had to be given to providing some level of remote assistance and bridging an apparent coordination gap.
The question was "Is there an elegant solution?" And can we deliver it?
During our initial discussions, our clients made it clear that they were not particularly interested in experiences like flying to the edge of space, dining on the summit of a snow-capped mountain, or receiving a metal membership card. Instead, they expressed a preference for more practical and everyday privileges and benefits such as purchasing couture, beauty and skincare products, travel, retreats, and wellness services.
A small independent team was assembled from across key areas and tasked with gaining a deeper understanding of the deficiencies and shortfalls reported in our survey to develop sustainable services in complement to our aircraft charter and management activities.
What ranked highly was hospitality and travel, specifically dining and retail experiences, and access to unique hotel suites and private accommodations.
We did not expect that measures designed to protect and complement our client services would be in such high demand on their own. This led to the creation of a more extensive and inclusive proposition, which eliminated the need for an external concierge or lifestyle service for many clients.
This uptake prompted further exploration into how what we do for our diverse principals, might be extended exclusively to a vetted, members-only community while retaining the position and mindset of "never identifying, or having a curious, comparative, or competitive interest in what is offered by others."
AMERA benefits from being conceived in London, born in Dubai, raised in Saudi Arabia, and matured by European and Far East demands.
"We are nothing if not culturally rich and diverse."
AMERA is an authentic and evolved proposition on the things that matter most to its members! Ensuring delivery remains meaningful and aligned.
AMERA is privilege, preference, and rewards across Finery, Hospitality, and Voyagé. From those everyday casual purchases to the more personal, indulgent, and should there be the motivation – those more extravagant and ostentatious requirements.
AMERA members share many and varying sensibilities, including a discerning nature, have a 'sense of self', are confident and unashamed at defining what is important, a luxury, or life’s pleasures.
AMERA hosts and sponsors events for every palate. While some are linked to major public event dates, others are elegant- intimate gatherings.
"The complexities and layers of life are there for those who want it. However, it is not essential to the enjoyment of life!"
This bridging-site that shares limited but essential information while the lawyers and 'techies' are hard at work on our move.
During this time we'll be upgrading our online security ahead of introducing a new look corporate site as well as a reimagined and more immersive AMERA members portal.
Apologies for our appearance and any inconvenience.
Arabant Group | AMERA