About Us

NoteWorthy creates journeys defined by insight, intimacy and access. This ethos is championed by Nicola Butler, our owner and Managing Director, whose stewardship ensures each experience feels both distinctive and deeply personal.

Years of close work with families, institutions and private custodians have earned Nic rare access, and the trust to make the impossible possible. A guardian of authenticity with deep respect for people, place and protocol, she safeguards tradition not to keep it hidden, but to share it – opening doors that allow others to step inside the story.

Attuned to the shifts in luxury travel, Nic not only anticipates trends but helps shape them – always guided by a sense of what truly matters. She defines a standard that favours the human over the transactional, and lasting connection over fleeting moments. An award-winning pioneer, her influence continues to shape both the NoteWorthy experience and the travel industry at large.

NoteWorthy was established by the late Susie Worthy, whose work shaped the very foundations of bespoke cultural travel. Instinctive, discreet and ambitious, Susie forged relationships that enabled remarkable firsts: private access to the Crown Jewels, early visits to Highgrove House, behind-the-glass tours at Churchill War Rooms, and behind-the-scenes introductions at institutions that rarely open their doors to the public.

Families who travelled with Susie return to us still as their children now choose NoteWorthy for journeys of their own – a continuity that speaks to the integrity of her work. Under Nic’s leadership, the company has been thoughtfully evolved, while Susie’s legacy endures in our values: discretion, depth and authenticity. NoteWorthy continues to offer journeys as distinctive as those who take them, inviting our guests to step inside the story.