Hotels up ante on services with butlers and limousines, Liu Weifeng and Li Fusheng report.

In the nation's highly competitive hospitality market, luxury hotels are hoping to gain an edge by offering customized services and wooing guests with unique experiences.

According to the management of the Ritz-Carlton Beijing, the hotel is striving to exceed the wildest expectations of its guests as part of its parent company's newly launched campaign to create unforgettable memories for discerning travelers.

The experience starts from the moment guests are picked up by its limousine from the airport. They are treated to a smooth, comfortable private ride to the hotel in a Rolls-Royce.

Upon arrival, the hotel's outstanding butler service will make them instantly feel at home. The butler offers constant yet unobtrusive service and prompt solutions to guests' specific requests.

"An experienced and resourceful butler offers local knowledge to ensure that all guests enjoy a comfortable and rewarding stay. The personalized attention they provide reflects our brand's rich legacy," says David Wilson, the hotel's managing director.

Visitors to the hotel also have a chance to enrich their knowledge of tea. A native Beijinger in his 60s, the hotel's tea master Xie Siwen says he believes the healthy, tasty beverage is a fascinating subject with a long history and an important part of Chinese culture.

Xie has been studying tea culture since 1965, and he loves to share his expertise. Comparing tea culture to a form of art, he endeavors to answer any questions guests may have about Chinese tea, including questions about tea production, varieties and characteristics, as well as how to brew, taste and store tea.

For those who would like to enjoy a relaxing moment with a glass of wine at the end of the day, the hotel's sommelier, or wine expert, can expose them to a rich selection of more than 200 wines and 100 liquors from around the world.

"Good wine offers a wide range of enjoyment and appreciation," sommelier Yang Panke says, who is among the first group of certified sommeliers in China. He was also the judge of the 2011 China National Sommelier Competition.

Guests can also enjoy a wide array of sumptuous desserts from master pastry chef Li Bo. For her, making chocolate and desserts is an innovative and delightful experience. She said she is happy to be able to use her artistic talent to add a touch of flavorful flair to guests' weddings, festival feasts and other special occasions, or just to lighten up an ordinary afternoon.

The delicate flavors and wonderful textures of the pastries and other small bites allow guests to enjoy a sweet escape from the maddening crowds and daily pressure.

The St. Regis Beijing is also known for its legendary century-old butler service. "It is born out of a need to fulfill every guest's desire as if it were second nature," said a manager at the hotel.

Trained in the English tradition, its butlers provide attentive service, anticipating guest needs and customizing each guest's stay according to his or her specific tastes and preferences.

From a forgotten travel item to a perfectly pressed suit ready for an important meeting or a thoughtful last-minute gift for a loved one, no request is too small or unattainable for its butlers no matter the hour of the day. The butler service begins before guests come to stay and extends after they leave.

The hotel's butler service has been a hallmark of the St. Regis experience since the very first guests checked in at the St. Regis New York in 1904.

Another example of customized luxury comes by way of John Spooner, an Australian in his 50s who serves as the Raffles Beijing ambassador. Spooner, who has lived in the city for about five years, is famous by word of mouth among discerning travelers for bringing the truly unique Raffles Experience to life through thoughtful service under the credo of the Raffles brand.

Contact the writers at liuweifeng@chinadaily.com.cn and lifusheng@chinadaily.com.cn.