Lulu's love of hotels started when she was young; her first job was making breakfast in a small hotel in Pimlico, London. Having worked in Sports Sponsorshop and then in the Events and Corporate Entertainment department of Barclays Capital she has always worked in the hospitality industry. In 2000 she catapulted her parents Umbrian hotel into all of the major travel magazines around the world before starting Chic Retreats in 2002 from her garden shed. Her love and passion for boutique hotels and their owners was evident in her choice of independent hotels, villas and B&Bs. In August 2019 she parted ways with the brand to move on to new challenges with The Hotel Guru to head up the PR and Marketing and share her wealth of experience.