Since 1986, NoteWorthy has been creating exquisite travel experiences throughout the UK, Ireland and France for high-net-worth American leisure travellers. With unrivalled personal relationships and expert knowledge of those destinations, the company delivers memorable experiences that can rarely be found on the internet or in the pages of a guidebook.
Learn a little more about our latest addition to the Walpole family in our interview with NoteWorthy's Owner and Managing Director, Nicola Butler...
Nicola Butler, Owner and Managing Director, NoteWorthy
Walpole: Tell us about the history of your brand...
Nicola Butler: NoteWorthy is an award-winning company specialising in the high-end delivery of travel experiences for families, couples and groups from America. Programmes and experiences are designed with attention to detail and excellence throughout the UK, Ireland, Paris and Normandy. Experiences delivered are unforgettable and provide access to the inaccessible.
Since its inception in 1986, NoteWorthy has gone beyond luxury accommodation and chauffeur-driven cars to provide an authentic taste of British, Irish and French culture. In addition to fast-track access to all must-see visitor attractions, we make the inaccessible feasible through our network of private contacts. Exclusive experiences range from privately guided visits of Royal Estates, to homestays in castles, and behind-the-scenes-tours of iconic institutions.
I joined NoteWorthy in October 2012 and purchased the company in October 2014 – and I remain the sole owner and Managing Director of the business.
During my tenure, I have developed immersive travel experiences, tailored for today’s travel trends. Travellers want bragging rights, to be in the best spot for the photo for their social media channels and to have a hassle-free trip.
As a company, we have pioneered the management of the acclaimed blue badge guides. Each and every one is interviewed, selected and trained, so we can match them to our client. They are more of an ‘informed friend’ than just someone talking about the facts of a destination. Our matching service has been so successful that many clients request the same guide again
What is your brand best known for?
NoteWorthy is the premier UK, Ireland and French destination specialist known for accessing the inaccessible. Celebrating 37 years in business this year, our high-end travel programmes and experiences are designed with attention to detail and excellence in the UK, Ireland, Paris and Normandy. All our clients' experiences are unforgettable and provide access to the inaccessible.
NoteWorthy’s experiences are curated by us and therefore not available anywhere else. Clients are immersed in the destination, with 'luxury casual' experiences, going behind-the-scenes with out-of-the-ordinary travel itineraries.
The NoteWorthy team is an award-winning group of Condé Nast Traveller and Travel + Leisure travel specialists who have expert knowledge in delivering the most detailed of itineraries with local knowledge of their destinations to access exceptional travel experiences.
What has been a significant achievement in your company’s timeline?
Thriving from the pandemic by re-launching the London luxury travel market to American travel advisors in September 2021. This campaign rejuvenated NoteWorthy’s position in the US travel market and highlighted to our local partners the income we can generate for our destinations.
In Spring 2021, Americans began to travel internationally for the first time since the start of the pandemic – and while US news reported that Italy, France and Greece had re-opened, there was little mention that the UK had. We wanted to showcase that London was open and ready to welcome back the US traveller so we created an event, ‘London Is Open’, to host the most influential travel advisors and press in London. Our guests were experienced travellers who had visited London before and often travel on a complimentary basis. We needed to wow them by creating unique experiences – and it worked. I was touched when Stephanie Fisher at Stephanie Fisher Travel said about the the event: "We all needed this jumpstart, you have energised us all!"
> You can learn more about this event in NoteWorthy's video here
Why do you love the brand?
I first worked in travel when I won a student placement at Thomas Cook in 1996, aged 16. Six students were chosen out of 150 for evening and part-time paid work. However, I have always travelled. My family are great explorers and we have travelled the length and breadth of Great Britain, Ireland and beyond.
I love how NoteWorthy enables me to have the opportunity to send clients to the places and attractions I visited as a child, went on school trips to and even worked in. I know them and the people who work in these places extremely well. It gives me immense pleasure sending clients to an iconic British establishment that I have had years and years of history and pleasure visiting.
I am British born and bred, travelled to many parts of the world including extensive travel in and around Great Britain, Ireland and France thanks to my parents. I am proud of our country and keen to share it at its best. It gives me huge job satisfaction when clients’ eyes light up, their curiosity is piqued and new connections are made. I am passionate, hands-on, and committed to ensure every aspect of an experience is realised at its best.
Why does your brand represent the very best in British luxury?
Because NoteWorthy specialises in selling the best of British luxury. Our clients who are visiting Britain for the first time want to visit the most popular destinations, but we ensure they are fast-tracked, go behind-the-scenes and meet experts in their field.
NoteWorthy has a history of celebrating British royal occasions. Twelve years ago, our guests enjoyed the festivities around the Queen’s Diamond Jubilee and, the year before, the wedding of the, now, Prince and Princess of Wales. This year we secured two viewing locations for the Coronation of King Charles III: one for our industry friends overlooking the procession route and another for our clients overlooking the entrance of Westminster Abbey.
What attracted you to becoming a Walpole member?
To help promote Britain’s luxury sector. To curate immersive experiences with the best of Britain’s luxury brands. To create opportunities for our guests to take British luxury products back to the US.
If you could collaborate with another Walpole member, which one would you choose?
Iconic British brands who would like to partner with us to create experiences for our high-net-worth American clients which will be exclusive to NoteWorthy – perhaps by purchasing one of a kind items to take home to the US.
Tell us about an exciting development or new launch for your brand in the coming months?
We are working on new experiences in all of our destinations. These will be exclusive to NoteWorthy – and we hope to be showcasing Walpole members.
> View NoteWorthy's Walpole member profile