Our friend Jules Perowne is the founder and CEO of Perowne International, a London-based PR-comms agency behind some of the most coveted names in hospitality—think Singita and Passalacqua, Gleneagles and the Oetker Collection. She lands some serious airtime for her clients, and spends a lot of time in the air herself, clocking 88 flights last year alone. Following her on Instagram, you can’t help but wonder how does she do it? One moment she’s turning up in Mexico City, seemingly the next she’s in the Maldives, and somehow she’s made a stop at their Mayfair office in between. We’re so glad she shared some of her hard-won intel with us about how she manages to travel so often and well.
How often do you travel?
At least 3 – 4 times a month. Usually one long haul and several short haul. I think last year I did 88 flights in total…. A rather terrifying stat when I look back. But I try to get proper face time with clients at least once a year and we try to never take on a new client without seeing it first, so we know that it’s a fit for us.
Most recent passport stamp?
Cape Town, South Africa. I was there to spend several days with the leading conservation brand Singita and also to see Cape Grace, which reopened last year. I also managed to steal a magical moment at Babylonstoren in the winelands—one of my favourite places. A farm and a garden and next-level wine. And a delightful hotel. Next stop is Gleneagles in Scotland, then Brenners Park in Baden-Baden before heading to Asia to see The Upper House in Hong Kong and on to Shanghai. All in the next six weeks. The passport, which is only three years old, is looking rather full—especially now that every time I go to Europe we get a stamp for a British passport holder. But let’s not get started on the perils of Brexit…
What’s your travel uniform?
Ghost navy silk dress (doesn’t crease), Joseph cashmere navy jumper, Blaze Milano navy blazer and Chanel pumps. It translates in weather zones, allows me to go straight to a meeting, but is ultimately comfortable and versatile.
Go-to luggage for a short trip? Long trip?
Rimowa for short haul and Brics for long. I’d never put Rimowa in the hold… I’m sure it will get nicked.
Hardest-working item you bring?
My poor battered laptop, which is my life line to work, life, family and running a business from afar. I treat it soooo badly and miraculously it still seems to like me. I sometimes wake up in the middle of the night terrified I’ve left it in airport security!!
Airport routine?
Firstly, never to lose my BA Gold Card, as this allows me to leave my house in West London and be airside within 20-25 mins and vice versa on the way home. But ultimately it’s about finding a lounge or a place to relax and take out the stress. If I’m on a long haul overnight flight, I change in the lounge into my leggings and sleeping clothes, so I can just get on the plane and sleep. In fact, any flight over 4 hours I do this so I can feel refreshed in clean clothes at the other end.
Favorite airport?
Bozeman, Montana and St Barths. Small but perfectly formed. I love the fact that Bozeman has roaring fires in the waiting areas. And that they ask you to dispose of your BEAR spray!! I’m afraid I don’t buy the whole Doha, Changi obsession. They are so huge and impersonal and I find I’m always missing flights, especially in Doha as the airlines promise crazily short lead times that never work—particularly if you are flying out of London Heathrow, where everything is ALWAYS delayed (she says sitting on a delayed flight from LHR!).
Favorite airport lounge/club?
BA T5 Gold Lounge. Efficient, convenient and somehow very comforting. Great views. And I always bump into friends there, as I did only this evening. One flying to Geneva and another to Milan. A perfect snatched catch-up moment.
Best duty-free you always stop in/best duty-free score?
T5 at Heathrow again. I love the team at Chanel there and if I’m on a long haul flight, I always go in for a (free!) mini-facial before I fly. They cover you in heavenly expensive potions, which sure make me feel good before I board.
Window or aisle? Go-to seat number?
Window. 2A is a favourite so I can put my bag under the seat in front.
Any in-air rituals?
I have an embarrassing list of feel-good songs that I put on when I travel—some real cheese blended with a lot of classical music. (I can tell you that the top listened-to song is Enya’s “Storms in Africa.”) I find flying deeply relaxing, and also a time when I get a lot of headspace to think about work, life, etc. and this music helps inspire me. I always ask for gluten free when flying. I don’t have allergies, but I find food onboard flights often so heavy that I find I get a better, lighter and healthier option if I do this. I often tell hotels I’m gluten-free too, just to keep things lighter when I’m on the road. Skincare is essential on board. I love the Sisley black rose mask that I put on before an overnight flight. As soon as I get on a plane, I take out my contacts, put lots of ultra hydrating eye drops in, and cover my face in cream. Also This Works Rose Water face wipes are genius at making you feel clean and refreshed before and after travel. Seed to Skin face mist is amazing for regular hydrating onboard. And I love working on planes. I get so inspired. I often get home and look at something I’ve written onboard and can’t believe it was me!!
Advice for flying/traveling with kids so everybody’s happy?
Hmmm. My son is now 5 and I have to say, this is something that has seriously given me sleepless nights. I think because I was so often the exhausted business traveller, sitting near an unhappy child, probably being very very grumpy! So I am so conscious of other travellers when travelling with my son. I think the crucial thing for me is distraction in numbers. If you are travelling with others, it all helps, because you can all help to keep small people distracted and entertained. When my son was under 2, I always booked (if I could) the front row of short-haul flights and I would sit on the floor after take off and entertain him. But every year gets easier, thankfully, due to the joy of an iPad. And also I always ensure that we have a lot of shows, movies, and games downloaded as onboard Wifi is still so sporadic and unreliable. I had a recent 11-hour flight with my son with no wifi and the downloads had expired. I won’t make that mistake again!! Oh and LEGO is good too. As long as you are resigned to the fact that most of the pieces will be lost when you land…
What’s always in your carry-on?
Smythson business card holder. I’m old school and always meet the most fascinating people when I travel and cards are still essential. Passport holder also from Smythson and I always travel with my son’s passport, too. It always makes me feel that he’s with me when I’m away on business. Taupe Louis Vuitton shawl. I’ve had it for 15 years (I bought it in Vegas, of all places!!) but I adore it. It’s rather weather-beaten now, but I wouldn’t change it for a shiny new one. Apple Pro headphones to block out other people. A thick pair of cashmere socks to go over my rather unattractive but essential decompression socks. My Kindle. I rarely use it, but it’s there for when I can’t sleep. A lovely cashmere cardigan that my husband bought me in Sea Island, Georgia, which always travels with me. My Cubitt’s glasses. I have this crazy recurring dream of being in a plane crash, landing in the sea and then being surrounded by sharks, but being unable to see them…. So my glasses are literally right next to me at all times!! My Anya Hindmarch travel case for essentials under 100ML, including small pots of Barbara Sturm Anti-aging cream, various serums, Toothpaste and brush, Charlotte Tilbury makeup of all varieties. And about 6 different variations of charger for laptop and phone. Don’t get me started on my infuriation with the change in the size of USB ports…
Three favorite hotels in the world?
Oh GOD this is like choosing a favourite child…. Thank god I only have one!!
So…. If I had three trips left in my life, it would be Singita Grumeti in Tanzania, Hotel du Cap-Eden Roc, and Passalacqua on Lake Como. But also I adore Grand Hotel Son Net in Majorca for weekends away with my husband, Borgo Santandrea for deep deep glamour, and Eden Rock St Barths for just joyful beach brilliance. Esencia in Mexico as it’s the chicest place on the planet. Gleneagles in Scotland for my northern fix and The Newt in Somerset for a bolt hole from London. Le Bristol Paris is also one of my great, great loves for a city and The Lowell is my NYC home. Also once a year my mother, my son and my best friend go to Six Senses Laamu in the Maldives and completely collapse. We all stay together in a mad commune, we drink far too much and ride around the island on bikes. But we are all in bed by 9 after the most heavenly day. Sorry that’s rather more than 3….
Consistently favorite hotel brand?
Oetker Hotels. Without doubt. What they do is next level. It’s hospitality with elegance, joy, generosity and deeply good taste. They rarely open a new hotel because they insist it must be better or as good as the rest in the group. And they really, really mean it. It’s also run by good people who care deeply about their guests.
Most memorable meal you’ve had while traveling?
The green bean and artichoke salad at Cafe Antonia at Le Bristol Paris is my favourite dish in the world. I also love a lobster roll on the wharf side in Nantucket. And dining in The Strathearn at Christmas at Glen with my family is pretty hard to beat.
Any jet-lag wisdom?
Stop thinking back at what the time was. I get infuriated with people always saying, oh it’s xxxx time in London or NYC. Change your watch, put your mindset on where you are going and don’t look back. Also stay awake for as long as possible before bed time when you travel East!! Ohhh and always do the day flight back from NYC to London. The overnight is a disaster as it’s so short. You literally sleep for 4 hours. The day flight is rather joyful. You land knackered in London but go straight to sleep and VOILA!!
Go-to room service order?
A giant plate of vegetables. If I’m not eating out when I’m travelling, I’m either fasting or being healthy to counterbalance the entertaining I do. And I really mean a GIANT plate!! My body demands it when I’m travelling. Some hotels get it and many sadly can’t handle such a simple request.
Tricks for making a hotel room feel like home?
Close all doors to rooms you don’t use. Make the bedroom cosy. Always unpack even if you are somewhere for one night. And I always take small bottles of my favourite Aromatherapy Associates bath oil with me. Because I’m obsessed with a bath and hotels never have oil as an amenity, which I LOVE.
Best in-room amenity you’ve come across?
No one does amenities better than Eden Rock St Barths. Every single thing is so thoughtful and brilliant – there is a useful and fabulous gift on your bed every night, from a serum to a beautiful beach bag. I loved the recent Le Labo products I had at Cape Grace in Cape Town. I think the branding of the products at Hotel du Couvent are excellent. Very chic and a beautiful yellow. I adore the scent of DDC at The Lowell in NYC and I love the fact that the amenities are so wide ranging—full on nail kit with proper scissors etc. I also love a loofah!! And I always steal the bath pillows at Hotel du Cap-Eden Roc. And if I could never again stay in a hotel without a Dyson Hairdryer, that would be a joy. At Passalacqua, every room has the full set of Dyson curlers, straighteners and dryers. It’s sensational.
Best hotel gym?
Hotel du Cap Eden Roc by Technogym. It overlooks the tennis courts in the middle of the gardens under ancient trees. It’s a total delight. I have only recently embraced the gym and am obsessed. And it’s all about Technogym because I also have a bike at home so it tracks everything and I can be competitive with myself.
Favorite destination spa/wellness retreat?
Villa Stephanie for my annual MOT, Chenot to detox, lose some weight and get some headspace and The Lanesborough Club and Spa in London for Dr Galyna—the QUEEN of Aesthetics in London. There is no one like her—she’s like my emotional guru as well as someone who helps me with everything from facials, LPG (new lymphatic drainage obsession), and a little other help here and there… Other great spas of the world are Finca Cortesin, Six Senses Laamu and The Newt in Somerset.
Your favorite airline/hotel rewards program?
I mean I only fly One World unless I really cannot get somewhere. I’m obsessed with my Avios, because we make the whole thing work with our company AMEX so we can get value flights for the team and also BA is the most convenient. I want to love them soooooo much. Sometimes they make it hard, but they are definitely improving! A wise ex told me when I was starting out in the industry to pick an airline in a good alliance and stick to it. And I have.
Your dream airplane would have…
Great service and good wine. Most airlines gave up on a decent wine list years ago, but occasionally I find a nice glass of red Burgundy at 35,000 feet and I’m in heaven!
Best in-flight conversation/seat-mate encounter?
I’ve sat next to Rod Stewart twice on a flight to Miami and he was a delight. I also once sat in the midst of the security detail of a former British PM and one chap gave me a delightful insight into how security for politicians worked. I’m a failed spy, so I was delighted. I also met a delightful pilot en route to Nairobi last year and I was flying back from Cape Town last week, and he was flying the plane. We had become friends on Instagram and shared travel stories since. He messaged me to say he had seen me on the flight manifest and came to say hello mid flight!
First thing you do when you get home.
Get into bed with my son, watch him sleeping and wait for him to wake up.
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