Multi-generational travel redefined: How one woman is changing the way families explore the world

At just six years old, she had already set foot in more countries than most people dream of visiting in a lifetime. Growing up with parents in the Peace Corps, Lucy Butler, Founder of Where On Earth Travel, didn’t just travel; she absorbed, adapted, and learned to respect cultures different from her own. That early immersion became the foundation of Where On Earth Travel, the bespoke travel company she founded in 1993.

“I was always planning trips for friends. I gave out free advice so often that finally my friends said, ‘You should charge for your own expertise in the world of travel!’ That’s how Where On Earth was born,” Lucy recalls.

From sightseeing to soul-seeing

For Lucy, travel is about transformation. “I’m not interested in just ‘seeing the sights.’ I want to see the world with new eyes through deep intersections with a culture.” She shares an example from Norway, where she discovered the local philosophy of koselig, finding joy in small, cozy moments. “It gave me a new admiration for their way of life.” That philosophy forms the DNA of her company that travel should change the way you think, not just where you’ve been.

Explaining transformational travel, Lucy says, “It challenges your deeply held beliefs, both cultural and personal. Transformation is moving from dogma to a new, open-ended belief system. It’s about growth, discomfort, and ultimately, discovery.”

Learning business the hard way

Like many entrepreneurs, Lucy’s journey wasn’t without hurdles. “I didn’t know anything about business when I began, so I had to ask everyone I knew for advice. Fortunately, I had excellent mentors and aligned with outstanding travel agencies. I owe so much to those companies that allowed me to thrive.” That early reliance on community continues to shape how she works today, as collaboration is at the heart of Where On Earth Travel.

What sets her apart in a crowded industry is multi-generational travel. “How do you co-exist with teens, babies, grandparents, those who have visited Paris before, and those who never have? That’s the puzzle I adore solving,” says Lucy.

For her, storytelling is about weaving cultural differences into meaningful journeys. “What do they like? What do they want to experience in a new way? What story are you telling about a country?”

Long before “purposeful travel” became a buzzword, she was already living it. Raised in the ethos of service, she has always prioritised meaningful connections and impact. That’s why she works so closely with SMEs and artisans. “In Florence, I direct clients to artisanal pizza and gelato makers where they can take lessons. I’m always looking for craftspeople who make the experience more in-depth,” shared Lucy.

Her collaboration with Up Norway is a testament to this vision. “They focus on small artisans, cider and beer makers in rural Norway, with a strong emphasis on sustainability. It left a lasting impact not just on me, but on the communities we touched,” Lucy added.

Balancing luxury and responsibility

Her approach to luxury is about alignment. “As the daughter of an environmental lawyer, I try to keep sustainable choices in the forefront. Whenever possible, I want to guide clients toward partners who are making similar responsible choices.”

For her, SMEs are the unsung heroes of regenerative tourism. “If advisors want to offer their clients immersive, unique experiences, they must make a concerted effort to reach out to SMEs.”

She admits she loves technology and uses it extensively. “The internet and AI are the most convenient tools ever. But my business is based on personal service. That can never be replaced by digital, it’s hands-on,” says Lucy.

Talking about the trends that are shaping the future, Lucy says, “Clients are starting to ask about places beyond the obvious, like Namibia. There’s a growing appetite for the road less travelled.”

And for travel entrepreneurs, agility is everything. “You must be able to pivot on a dime. Flexibility is key. I take calls at odd hours to address issues and maintain personal contact with providers. That’s non-negotiable.”

Her advice to aspiring travel entrepreneurs is, “Be prepared to disagree. There’s no harm in contradicting a client if you know what you’re talking about. The client is not always right.” That honesty, she believes, builds trust and ultimately delivers a better journey.

If there’s one thread woven through her story, it’s mentorship. “Without mentors, I would have no business. Platforms like Together in Travel that promote peer-to-peer exchange is crucial. That’s how we all grow.”

A journey that changes you

At its core, Where On Earth Travel is about the transformation of travellers, communities, and perspectives. It’s about choosing the road that challenges your worldview and rewards you with something far more lasting than a postcard memory. As Lucy puts it, travel isn’t just about where you go. It’s about who you become along the way.