One aspect of "macho" is social dominance, in a culturally defined manner.
What is more macho, getting coffee yourself, or telling the (almost certainly female) secretary to do it for you? Getting coffee is a menial job.
What is more macho, changing your baby's diaper, or expecting your wife to do it? Changing a diaper is a woman's job.
What is more macho, polishing your own shoes, or paying the shoeshiner?
What is more macho, carrying your own luggage, or paying a porter?
These are menial jobs, often done respectively by poor children ("shoeshine boy") and Black people. (White train passengers once called each Pullman porter "George", following the slaveholder tradition of referring to a slave by the master's name!)
By using a porter you show social dominance, and imply you are rich enough that their payment is a trifle.
(On a tangent, "Qué es más macho, pineapple o knife?" https://www.youtube.com/watch?v=9d9YAz3A4pc by the inestimable Laurie Anderson.)