I've been shouting from the (green and bee-filled) roof-tops about sustainable travel for the last ten years. A travel experience, hotel or destination that respects its local communities, indigenous culture and the environment will always surpass those that don't. In today's world, luxury goes hand-in-hand with provenance, and authentic human stories are more compelling than meaningless extravagance.
As Editor of Green Hotelier and Communications Manager for the International Tourism Partnership for five years, I gained an in-depth understanding of sustainable practices. Working for the likes of Hilton, IHG, Marriott and smaller brands like Soneva demonstrated how complex and rewarding sustainability is.
Drawing on this experience, I now help hotels and travel companies cut through greenwashing to have a positive impact and communicate with integrity. I’m also a copywriter for organisations like The Long Run and the Tourism for Tomorrow Awards, identifying stories, writing newsletters and interviewing members.
In 2017 I helped set up Bouteco — a consultancy that helps hotels become more sustainable and communicate initiatives to generate exposure, bookings and loyalty.
Since circumnavigating the world without flying in 2008, I have written about being chased by whales across the Atlantic, cycling across Europe, the UK's top family-friendly adventures and the world's finest eco hotels. My portfolio is as diverse as my tastes are eclectic — off-grid on muddy hikes in Yorkshire one minute, sipping fynbos-infused gin in South Africa the next. Inspiring landscapes and people underpin the stories I chase, and since having two little ones in tow, sometimes the simplest of experiences are the most memorable.
I've written for Suitcase, The Guardian, Family Traveller, Four Magazine, TTG, Beyond Luxury Media, The Telegraph, Mr & Mrs Smith, Pebble, Green Hotelier, LOVEexploring, iEscape, The Ecologist and Geographical Magazine. When I'm not writing about adventures, I consult and create content for travel clients.
Before sliding into the travel industry, I worked as a brand and research consultant conducting qualitative research for the likes of the BBC, ITV, Nokia, Tesco, TUI and Sony. As a qualified focus group and workshop facilitator, I still enjoy putting these skills to good use and getting stuck into literature reviews and research reports. These include an overview of the Fintech Industry for a private equity firm, a Brand Activism report for Beyond Luxury Media and Bouteco's Trend Report on Sustainable Travel.