Walpole: What does your role entail, and how long have you been doing it?
Nicola Butler: NoteWorthy curates and delivers once in a lifetime experiences for high-net-worth US families, groups and individuals visiting the UK, Ireland or France on leisure. We curate lifetime experiences and memories for our guests, taking them to the most famous and iconic attractions, and to places not mentioned in the guide books. From bucket lists to hosting guests at major – including royal – events, through to behind the scenes and exclusive access at Britain’s most cherished venues, my role involves sourcing, developing and managing these relationships.
As the owner of NoteWorthy for nearly 10 years, my role has grown and developed with changing travel trends and social habits. Our guests are younger and, just like the rolling Instagram feed, travellers expect information to be delivered quickly and articulated briefly. I curate experiences and tours to complement our travellers' ever-changing habits: tours are two to four hours maximum, although we ensure we weave in plenty of photo stops to capture the perfect photo for social media or family albums. Moreover, our guides and hosts, who are really more like informed friends, have the ability to delve deeper if our guests wish to pull more from the subject in front of them.
Travel and networking across the globe is such a privilege that I enjoy, but don’t take it for granted. I get to travel with colleagues and friends, and enjoy the best hotels and luxury products in the world. Within my role, I particularly enjoy assisting our travellers while they shop for Britain's best – be it one of the finest British brands through to my local antique market or from a newly established up and coming item from homegrown talent. I also work with key tourism bodies to support the industry with events such as the recent re-opening of London post-Covid and the Coronation of King Charles III, to shine a spotlight on London and all it has to offer.
The business has grown six-fold in eight years, and it's taken a lot of believing in myself – but also learning, re-learning and taking – and accepting – the rough with the smooth. As the company has grown, I have been able to focus on curating experiences for our travellers and making a charitable difference – as well as getting more involved with my LGBTQI+ community. Last year NoteWorthy donated over £.5 million to worthy causes throughout our destinations. Many little-known gems and historic national buildings across our locations wouldn’t be able to survive without visits and donations by NoteWorthy clients. Going behind the scenes on a NoteWorthy exclusive experience ensures many of these national monuments are maintained, developed and preserved for future generations to enjoy.
While clients create lifelong memories when they travel to the most prestigious locations and stay in the most luxurious of hotels, others are not so fortunate. We support charities that are close to our hearts such as The Duke of Edinburgh International Award Foundation, The Guards Museum and The Iveagh Trust to name but a few. Our work has been recognised in the industry having being nominated by the luxury travel network Virtuoso, as well as being named as the top travel specialist for the UK and Ireland in Conde Nast Traveller and Travel + Leisure magazine for the past 10 years. Recently, I was proud to be named in the top 100 LGBTQI+ Visionary Women by DIVA magazine, the only lesbian and gay women’s publication in the UK.
What’s your career background and what makes you passionate about what you do?
I first worked in travel when I won a student placement at Thomas Cook in 1996, aged 16, while studying Travel & Tourism at Peterborough College. However, I have always travelled, as my family are great explorers – and we have travelled the length and breadth of Great Britain, Ireland and across the world. From there I went into hotels, event catering and live events, working across places such as the Churchill War Rooms through to Newbury Racecourse, and events such as the Royal Ascot and Chelsea Flower Show.
The places and attractions I send clients to are places I visited as a child, went on school trips to, and even worked in. I know the locations and the people who work in them extremely well. It gives me immense pleasure sending clients to an iconic British establishment that I have had years and years of history with, and fond memories of visiting personally. I think this is one of the factors which has helped the business to grow in the way it has, as it allows me to continue to be passionate about the things I truly care about.
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 ensuring every aspect of an experience is realised at its best. It’s this drive for perfection which helps us to stand out. I am a great believer in information and for our guests to make the decision, so it’s my job to give them the options, the possible outcomes and provide smart travel decisions. It’s not always about spending a lot of money, it’s about spending good money in good places to enhance your experience and trip.
How has your sexuality and/or gender identity been a source of strength on your journey into your sector?
It’s been powerful. I am proud of NoteWorthy’s reputation, being respected in the industry as open and inclusive, no matter the client or the experience. My team and I have worked tirelessly to develop relationships which by default yield unforgetable experiences and many repeat clients. Further, NoteWorthey’s diverse environment and culture are what has encouraged new employees to join, and current employees to stay with the team. I am pleased to be a driving force in this space and a part of a community which welcomes diversity in all of its forms.
Have you ever faced negativity towards your sexual orientation within your career – and, if so, what effect did that experience have on you?
Yes, early in my career and in a different industry, I did experience some challenges. I didn’t have the confidence to live my life fully due to the fear of shame or ridicule. I put that down to age and experience, but I am trying encourage that confidence in younger people now. And with every new generation it gets better – it just needs to speed up. It’s sad to think of what people went through or who they couldn’t be, and still in a lot of countries today, some people can’t be who they are.
Since I joined the travel industry, it’s been a very different story and I have the confidence to be me. That is due to the travel community, but also allies and influencers in the industry, such as Matthew Upchurch, CEO of Virtuoso, who has led the way for the community.
Do you think attitudes towards the LGBTQ+ community have shifted in your time in the industry?
Yes, but more can be done. There are still 64 countries where the LGBTQ+ community face the death penalty and 70 countries around the world banning same-sex marriage. The LGBTQ+ community is in need of strong advocates and support when it comes to carefully considering travel destination choices. My hope is that where we have grown as a luxury travel industry, others will challenge themselves to make progress in the same direction. It’s about exposure and education – and the big luxury brands can influence that change.
What’s a significant obstacle for members of the LGBTQ+ community in the workplace that you feel isn’t talked about enough - and why is it important to highlight?
Some feel travel is still very much set up for heterosexual couples and their families. For example, some hotels still assume a ‘Mr & Mrs’ are arriving, and you will often find male and female bathrobes and slippers in the rooms. These very simple things can be fixed with education. The more we educate, and the more informed those in the industry are, we will encourage change. For the majority, it’s not a matter of not wanting to move in this direction, it’s about having decision-makers in positions to acknowledge and drive change where there’s still conventional thinking and practices. Simple training for front of house staff in hotels, and reservations staff asking or being aware of who is checking in, is a great start.
Is there any policy work that needs doing to evolve and ensure workplaces are more inclusive to LGBTQ+ people?
Business leaders need to continue to ensure diversity, inclusion and acceptance are rooted in company culture. This can be achieved through an inclusive recruitment process which includes actively looking for staff through LGBTQ+ recruitment channels, training and on-going support with a zero tolerance, no door policy where team members can discuss concerns with each other, and grow and develop together. Large brands should work with Stonewall, the leading LGBT workplace authority, to receive the charter mark.
Is there a person in your industry or sector from the LGBTQ+ community who inspires you or has helped you on your journey?
There are so many people both within the luxury travel industry and outside, in the community and as an ally, that have supported my development as a businesswoman in owning and leading NoteWorthy. Charlotte Weatherall, Director of Sales and Marketing at the Corinthia Hotel London, has met similar challenges as me in the business world, but always succeeded and it’s been such encouragement to have a running mate, so to speak. My belief in myself and my business allows me to focus on what matters most, rather than perhaps concentrating on a minority that might focus on differences over substance. It’s short-sighted and shallow. NoteWorthy will continue to put its energy in the areas of kindness, openness, and inclusivity.
What career advice do you have for younger members of the LGBTQ+ community who are entering your industry?
First, always be you. Seek out and engage with leaders who share one’s values and interests around diversity, and build a network that supports and helps build courage. It takes every person, at all levels, to educate and drive change. One is only defined by the parameters set by oneself and not those set by others. Remember that being out, living your life and being proud to be who you are won't hinder your career progression in the travel industry. Those who are out and proud should also remember they are paving the way for others to be their true authentic selves.
What does Pride in the workplace mean to you?
Pride is 365 days of the year, not just one month of heightened awareness, but it’s fabulous that many luxury brands are celebrating Pride. The LGBTQ+ community are proud of who they are every day, and all should be encouraged to show that pride every day.
