Interview with Jude Booth

Today we ask Jude Booth, our Logistics and admin expert at MBT what makes her tick and what she does at MBT.

Fun fact: Whilst Jude is a shortened version of Judith Anne, many of our American clients often assume she is a guy! In Europe, though, Jude is a unisex name 😊 and Jude’s been her go-to since she was 18.

Well, short version: it was my husband Mike’s dream, and I followed the ride! But there’s a little more to the story.

I met Mike 22 years ago in the Isle of Man when we were both in our mid-30s. After some big changes in the Financial and Banking sector, we decided to make a lifestyle and career shift. 

Mike’s been passionate about skiing forever, and I’d never been on skis, so I quickly learned!  That was the spark for our dream of owning a holiday home in a ski resort, which quickly snowballed into a full-on plan to run a chalet/chambre d'hôte business. We spent two years scouting locations worldwide but kept coming back to the Chamonix Valley.  Mike had worked here for a ski season a few years back and we’d visited as tourists many times, Chamonix offered a vibrant year-round scene, plus the stunning mountains.

I spent almost 20 years in the Financial sector, around the North West of England, in various Retail and Business Banking roles.

In 2000, I relocated to the Isle of Man for a promotion to the Offshore sector. Initially I led an Operations team and over the next 7 years, and a few more internal promotions under my belt, I secured a Relationship Director role managing a portfolio of Trust and Corporate Service Providers. Along the way, I furthered my qualifications adding a couple more diplomas in Customer Relationship Management and Financial Services.

Nope!  I was a complete novice in the tourism world before moving to the Alps in 2007.  

Mike and I bought a commercial chalet, and by May 2008, we were in full renovation mode (cue DIY nightmares, minimal French language skills, and a lot of grit and determination!). With the help of some amazing tradespeople, we got our chambre d’hôte up and running within 6 months. Over the next decade, we ran the business, with the help of some amazing local folks.  We offered a full-service chalet experience. I was the chef, and oversaw the marketing, reservations, day to day operations, and my husband Mike launched and operated our airport transfer business.  

We worked closely with local suppliers, built partnerships with the tourist office, and also launched our cycling business too in 2009. Life was busy with the 3 business strands!

We became known for our exceptional customer service, earning a spot on Tripadvisor’s #1 ranking for years and consistently winning the annual Certificate of Excellence Award. 

There’s so much to choose here in the Alps, it would be hard to pick! It’s not just about the sports for me though, it’s about embracing everything the Alps offer. I’m not here for the extreme stuff, I like dipping into everything: walking, cycling (both on my mountain and about town bike), downhill skiing, hanging out with friends…you’ll find me out and about, or at home tackling DIY projects, with paintbrush in hand, enjoying whatever that day brings.

I knew Sara, the founder, long before Mont Blanc Treks was born. As an expat, you meet a lot of English-speaking folks through social circles, and Sara was kind enough to help us with our chalet business whilst juggling her young family.

In 2010, Sara introduced me to trekking, and I was hooked! I joined her on her first-ever Tour du Mont Blanc Trek, and a few years later, I’d hiked all the routes offered at that time. My favourite? The Walkers Haute Route (Chamonix to Zermatt), especially the boulder sections!

By 2015, Sara needed help with some initial data processing and admin, so I jumped in. It was a great fit, and 10 years later, I’m still on board, albeit with a much bigger role.

Things don’t always go smoothly, and sometimes we face challenges beyond our control. A memorable one was when a major water pipe burst in Courmayeur, Italy, leaving the town without water for days.

Thanks to our strong relationships with the tourist information office and local suppliers, we got the latest updates as the situation unfolded. We activated our business continuity plan, contacted clients, and arranged alternative accommodations and logistics on the fly. Our small team worked together seamlessly to get everything sorted.

I can’t answer this question without mentioning the summer of 2020 which marked an incredibly challenging period for travel, as the COVID-19 pandemic brought widespread disruption and uncertainty across the globe. Many countries in Europe and beyond imposed strict travel restrictions, whilst others cautiously began to reopen with carefully implemented protocols.

In France, although travel was heavily regulated, hotels and mountain refuges remained open under strict safety guidelines. This meant that, in theory, we could still offer our trekking services. It was a dilemma, but despite having no obligation to do so, Sara took an ethical and customer-focused approach - offering clients the option to transfer their trekking holidays to the following year at no extra cost.

This was a massive logistical undertaking, but we pulled together and made it happen. Thanks to the trust and support of our clients, we were able to resume business as usual the following season.

Every detail of a trek and itinerary is personally vetted by Sara and the team. Our guides handle client enquiries, and I then step in for logistics. Our success is built on strong relationships with suppliers (hotels, refuges, transport), plus our personal knowledge of the area - living here for many years gives us a real advantage!

We thoroughly check everything pre-season to ensure all logistics are locked in, and guides help with recces of the routes. Client satisfaction is top priority, and we provide all the information they need well in advance of arrival. Plus, we’re always available to help with any last-minute questions. Clients also have a couple of opportunities to provide public feedback, after the booking stage, and post trekking adventure - it really helps us move forward.

The biggest change has been the growth - both in business and demand. MBT’s marketing efforts have paid off, and we’ve seen a massive increase in bookings. More and more trekkers, both self-guided and guided, are signing up each year. We’ve also expanded beyond Europe with successful treks in new locations worldwide.

I’ve been organising MBT itineraries for a decade now, both for self-guided and previously for guided clients.

For guided group treks, everything is set in advance, accommodation, bag transfers, and itinerary details, usually circa 18 months ahead of the trek itself.

Self-guided clients on the other hand, have more flexibility, so there’s more to plan. We work closely with clients and accommodation suppliers to tailor their experience, offering extra services like bag transfers and private rooms in mountain refuges. It’s a methodical process, with attention to detail, to make sure everything is organised for the client well in advance.

Whilst Sara mostly handles the initial selection, we prioritise location, service quality, food standards, and vet online reviews. It’s all about finding the right balance for our clients, and every place we use has been personally visited and vetted.

Safety’s always first. We ask clients for their previous trekking experience and health details to match them with the right itinerary. Comfort is key after a long day on the mountains, so we make sure the refuges and hotels we partner with offer a comfy bed and hearty food. Every detail is covered in our pre-arrival literature, from safety tips to trek information.

We’ve got a system for everything, so we can quickly jump into action. If something unexpected happens, we work efficiently to make adjustments. Whether it’s a last-minute change from the client or an external issue, we make sure everyone stays informed, and things keep running smoothly.

Communication is key! Clients have a dedicated contact throughout, either me (for self-guided clients) or Martina (for guided groups). We’re always available by email, phone, or text. During their trek, clients also receive a dedicated contact number, which is manned 24/7, and for guided treks, their Guide is the main point of contact. Guides link in to the office regularly throughout the trek.

I can honestly say we don’t receive many complaints or ‘concerns’ as I like to call them, but when we do, we tackle them head-on. We acknowledge concerns quickly and work to find a resolution that’s good for everyone. We keep clients updated on progress and ensure they feel heard and valued.

As the business has grown, I’ve also become more involved in the financial side, everything from tracking hotel and supplier costs to overseeing invoicing and reporting, maintaining the various database software systems we use. My many years in Banking and studying business accounting definitely nurtured my love of numbers.

I also manage customer feedback campaigns, and help maintain our top-rated status on Feefo, the public feedback forum we use.