I write about the intersection of luxury travel and intentional living, from world-class hotels and wellness retreats to sustainable brands and hidden gems. My focus is on providing personal insights that help travellers make more meaningful choices—whether they are searching for a five-star hotel, a countryside escape, a clinical detox, or an eco-friendly discovery.
What sets my work apart is the combination of over 20 years of marketing and consultancy experience in the luxury hospitality industry with a deep, personal commitment to the wellness path.
My Wellness Pedigree
I approach the spa and wellbeing industry with a level of insight that few reviewers can match. I am a qualified Reflexologist, a Reiki Master, and a Hatha Yoga teacher. Furthermore, I am a Level 1 Yin Yoga teacher trained through the lens of Insight Yoga, which integrates traditional Chinese medicine and mindfulness into the practice. This allows me to assess wellness brands not just as a guest, but as a practitioner who understands the anatomy of a truly transformative experience.
Experience & Storytelling
Since 2000, my passion has been unearthing the unique: boutique hotels, luxury B&Bs, and the lifestyle brands that define modern travel. Having lived in France, Spain, and Italy, I am fluent in all three languages, which allows me to get under the skin of a destination. My reviews and features have appeared in leading titles, including House & Garden, Tatler, The Luxury Report, BSpoke Mind, The CWord Mag and Sainsbury’s Magazine.
Collaboration & Consulting
Collaboration is at the heart of what I do. I consult for small businesses, luxury hotels, and wellness brands to help them showcase unique experiences that deserve the spotlight. I combine authentic storytelling with a sharp understanding of digital trends to ensure engaging content reaches the right audience.
I only work with places, brands, and products that I genuinely love. My goal is to celebrate quality and sustainability, ensuring that my success is always a reflection of yours..
Lulu Townsend
What is Luxury?
Luxury isn’t only about big brands, bling, material things and ‘stuff’. Of course, it’s subjective but for me, it’s about anything that makes you feel good, from an experience to a product to a sensation. Big fluffy down pillows are one of my biggest luxuries in a hotel and it’s the first thing I go and check when doing a hotel review. Attention to detail. Little touches. Being treated as a person in a hotel, not a room number. Not having to dig out your passport as soon as you arrive. All-day breakfast. Generous bathroom products, and beautiful bed linen. Amazing service of course - even if you’re staying in a simple place, a shack on the beach, amazing service is a wonderful luxury especially when time is short. Time is a luxury in itself. Beautiful food and not having to cook. Genuine hospitality. Feel good factor. A kind word and a smile. An unexpected gift.
Luxury is about those things, places or people that make you feel good.
Luxury is the time to appreciate the simple things in life, beautifully done.
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