Interview by Blanche Greaux
In an industry that thrives on connection, culture, and experience, the role of inclusion and purpose-driven leadership has never been more vital. The International Women in Travel & Tourism Forum (IWTTF), powered by Women in Travel CIC, continues to lead the charge in recognizing and uplifting those who are reshaping travel through equity, innovation, and heart. Backed by major supporters from the travel industry, the 2025 IWTTF Awards will be hosted at Google’s Central St. Giles offices in London—a fitting venue for honoring people and organizations committed to doing business that actually matters.
As the Awards move into their final judging phase, one of this year’s distinguished judges, Nicole Cutrufo, brings a powerful blend of digital expertise, human-centered design, and values-led innovation to the panel. In this conversation with Blanche Greaux, Nicole shares what this judging role means to her, the transformative power of technology when paired with empathy, and how investing in people—particularly women in travel—can create ripple effects across the global tourism ecosystem.
Blanche: Nicole, first of all, congratulations! You have been selected as a judge for the 2025 International Women in Travel & Tourism Forum (IWTTF) Awards. What did that mean to you?
Nicole: Thank you, Blanche! It was a truly proud moment. Being selected to be part of the 2025 Judges & Ambassadors for such a prestigious, globally recognized award felt like both a validation of the work I have done and as a responsibility to help uplift others doing transformative work in our industry. These awards celebrate real change-makers—people who are pushing boundaries in travel and tourism—and I am honored to be part of recognizing that impact. What makes it even more meaningful is being among such a remarkable group of fellow judges and ambassadors. Leaders like Kate Irwin, David Atkin, Charles Wilson, Stuart Greif, Jackie Clark, and Emily Goldfischer bring deep expertise across hospitality, technology, media, strategy, and inclusive practice. It’s a privilege to collaborate with individuals who are not only experts in their fields but also deeply committed to building a more equitable, future-focused travel industry.
Blanche: The IWTTF Awards are known for their powerful mission. What resonates most with you?
Nicole: Their mission is incredibly close to my heart. Women in Travel CIC, founded by Alessandra Alonso, is about more than visibility—it is about equity, opportunity, and empowerment. Alessandra’s TEDx talk really struck a chord with me. She frames tourism as a catalyst for economic independence, especially for women and underrepresented communities. It is not just a talk—it is a roadmap for how we can make this industry more inclusive and resilient.
That is also the lens I bring to my work, as a Digital Product Manager. My focus has always been on building digital futures that include and elevate people’s digital skills by making AI and technology understandable and inclusive to all.
Blanche: That ties directly into your past work with tour guides and experience design. Can you share more?
Nicole: Absolutely. Tour guides are the unsung heroes of our industry. They are not just information-givers-they’re storytellers, educators, and brand ambassadors. I have seen firsthand how their role is evolving, especially through my collaboration with Carrani Tours in Italy. Together, we launched a Training Guide Lab to reskill guides in storytelling, guest experience design, data analysis, and social media. In that project, we asked: How can technology enhance the craft of guiding tours? How can it help engage with more audiences online and offline?
Blanche: That sounds interesting. Tell me more about your collaboration with Carrani Tours?
Nicole: Tour guides hold the keys to the destination, both literally and emotionally. With the right tools, they can use tech to improve how they engage guests, learn from reviews, and even communicate more effectively across languages and cultures. It is about turning their deep local knowledge into global influence. Together with Carrani Tours and Gray Line I love Rome, Doitwell created a Training Guide Lab to find ways of enhancing the culture of service, and measurement of the guest experience. By analyzing their guest reviews, compiling data, and teaching tour guides how to use social media and online platforms to share and communicate their message with travelers and users from all around the world, we created a marked improvement in their brand and service experiences.
Blanche: What does this shift mean for the future of work in travel?
Nicole: It means that human-centered design is not just a philosophy it is a necessity. As I often say, “The future of work isn’t just about technology, it’s about empowering people to thrive using it.”
Women in Travel & Tourism Forum (IWTTF) Awards’s mission for example points to this: when we empower tour guides to reach their economic and individual potential —especially women—we are not just improving service but helping them through employability and entrepreneurship.We are creating upward mobility, stronger cultural bridges, and more meaningful travel experiences.
And in the age of AI, the role of the guide becomes more—not less—essential. Tech can help automate processes, but the connection, empathy, and trust a great guide offers? That is irreplaceable. Doitwell has refined the process of upskilling hospitality workers using technology for this purpose and we look forward to continuing to do this work for other organizations.
Blanche: What does this judging opportunity mean for you personally?
Nicole: It is a moment of alignment. My journey has always been about merging innovation with human impact. Judging the IWTTF Awards allows me to honor those who are doing exactly that in their own corners of the world.
This role as a judge allows me to help shine a light on others who are transforming our industry not just with tech, but with heart, purpose, and inclusion.
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About the Author:
Blanche Greaux is a Digital Product Researcher & Consultant at doitwell with a deep background in hospitality and operational excellence. With years of leadership experience across the Caribbean and North America, Blanche brings a passion for inclusive guest experience design and team development. She specializes in connecting people, culture, and purpose-helping clients transform strategy into meaningful impact. At doitwell, she plays a key role in amplifying the voices and stories that are shaping the future of the tourism and experience economic resilience in tourism-experience driven economies. Blanche’s current research explores mobile-first AI tools as pathways to hospitality careers for underserved youth.