Juliet Kinsman | Maintaining Integrity, Solutions-Led Storytelling and The Future of Journalism
Juliet Kinsman is the founder of Bouteco, a consultancy that helps travel companies and hotels be more sustainable and tell better stories about what they do and why.
She’s also the host of Funny Old World, a podcast for the eco curious, and was the first-ever sustainability editor for Condé Nast Traveller after helping shape the voice for Mr & Mrs Smith in her earlier career.
I met Juliet through the Conscious Travel Foundation and immediately wanted to talk more with her to explore how she approaches work, life and travel.
She’s packed in a lot since the days of being a music journalist and covering the heady days in Ibiza and this conversation is packed with the learnings that have come from all those experiences.
Whether it’s from the early days forging the voice of Mr & Mrs Smith, her journalism background or more recent work as a consultant with her company Bouteco, she’s the authority on sustainable travel and has plenty of opinions to back that up!
We cover so much in the conversation, from maintaining editorial integrity and the future of journalism to sustainability ethics and the risks of AI & corporate culture.
It’s not all philosophical either. Juliet gets very practical about writing and PR approaches and shares lots of fantastic examples of companies that are approaching sustainability in the right way and telling great stories around it too.
Then there’s Juliet’s personal qualities and what has got her to where she is today. ‘Adversity breeds grit’ is a phrase I’m sure I’ll be using again…
Get ready to take some notes, because we’re starting Season 3 with a banger 💥
Podcast Timestamps
00:00 Introduction to Juliet Kinsman
01:01 Juliet’s Journey in Journalism
02:47 Transition from Music to Travel Journalism
04:52 The Rise of Sustainable Luxury Hotels
06:44 The Impact of Digital and Influencers
08:37 Boutico: A New Venture in Sustainable Travel
10:53 Solutions-Led Storytelling in Hospitality
12:45 The Importance of Risk-Taking in Innovation
14:10 The Role of Data in Storytelling
16:43 Creating Engaging Stories for Brands
19:28 Examples of Successful Solutions-Led Storytelling
22:51 The Power of Word of Mouth Marketing
26:53 Balancing Data and Storytelling
29:54 The Future of Storytelling in a Digital Age
33:42 The Essence of Good Storytelling
38:28 What Makes a Good Story?
38:59 The Evolution of Journalism and Consumer Curiosity
39:40 Sustainability in Travel: A New Perspective
43:51 The State of Journalism: Challenges and Integrity
49:28 Optimism in Journalism: The Role of Earned Media
53:47 Personal Qualities: Grit and Integrity in Success
01:01:33 Navigating Values and Principles in Travel
01:08:03 Adversity and Growth: Lessons from Travel
01:12:20 Advice for Newcomers in the Travel Industry
01:15:16 The Future of Travel: Regenerative Practices
