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 engaging 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, Starwood, 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 World Travel and Tourism Council, identifying conservation, community, and culture-orientated stories and interviewing members.
In 2017 I helped set up Bouteco — a consultancy that helps hotels become more sustainable and communicate their initiatives in a way that generates 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, Little London, TTG, Beyond Luxury Media, The Telegraph, Mr & Mrs Smith, Pebble, Green Hotelier, LOVEexploring, iEscape, The Ecologist and Geographical Magazine, to name a few. 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.