Boun Norton, Blenheim Palace

Tell us about your role, your journey to this position, and how your work contributes to your organisation’s success

I am the Education Officer. I started working at Blenheim as a Guide delivering learning sessions to UK schools (EYFS to KS5), university students from abroad and guided tours to French-speaking group visitors. I joined the Education Team as an Assistant, and I am now in charge of the whole programme.

What has been the most rewarding experience or achievement in your career so far?

I cannot pinpoint a particular experience or achievement, but the most rewarding moments are when pupils, students and trainee teachers get in touch years after they have visited Blenheim and share how their visit contributed to their happy career choices. Our Tours and Workshops are designed to Educate, Entertain and Engage, and our visitors often leave with questions that only they can answer themselves about their own values and ambitions.

What’s the best piece of advice you’ve received, and how has it influenced your approach to work?

Again, I cannot pinpoint a specific piece of advice, but I was always encouraged to believe in myself and trust my instincts. English being my third language, I sometimes felt I was not appropriately equipped to perform my role. It turns out that it is exactly what helps me create learning sessions that are engaging with learners because I aim to not only translate information but to interpret history. What I thought was a potential weakness became my strength.

If you weren’t working in this industry, what other profession might you have pursued, and why?

I think I would be working in mental healthcare or wellbeing services. I always wanted to help people understand their own mind and soul. Growing up speaking three languages and being exposed to different cultures, I was very familiar with conflicting values and the search of one’s self-identity. Understanding one’s heritage helps to appreciate one’s present and to better prepare for the future.

What trends or innovations are shaping your sector, and how has the landscape shifted since Covid?

Career choices. I have always offered a bespoke session about career choices at a historic site. It is now an official offer in our programme. Historic sites are often seen as a place where to learn history, geography, science, marketing, etc. The demand for this type of visits had increased after the pandemic.

What changes have you observed in consumer behaviour, and how does your business adapt to stay relevant and connected?

The search for wellness, wellbeing and accessibility. It’s not just about offering wellbeing walks, yoga sessions and making the site physically accessible. It’s about sharing what we have and who we are in the most suitable way to different audiences. It’s about focusing on what we do best, not on doing everything better than everyone else.

What exciting projects, goals, or plans does your organisation have in the next 12–18 months?

The Blenheim Education programme is being redeveloped and is planned to be launched in 2027. This follows a quinquennial plan of complete restructuration. The new EFL programme will be the first official Blenheim experience developed specifically for students who are learning English as a second, foreign or additional language.

Tell us one unique fact or story about your business that people might not know.

“For he’s a jolly fellow, and so say all of us!” is a tune many people are familiar with. The original song was composed with lyrics in French after the Battle of Malplaquet (1709), one of the key battles during the War of the Spanish Succession: “Malbrouk s’en va-t-enguerre…” John Churchill, Duke of Marlborough led the Allied Forces during that war, and his first victory earned him the gift of money to build the palace, which was named after the Battle of Blenheim (1704). The song was written based on a false rumour that he died in battle.

As a member of BETA, what have you found most valuable, and how has it supported your business growth?

Being part of BETA has been incredibly valuable in terms of connection, insight, and visibility. The networking opportunities – particularly through events and member engagement – have helped us build meaningful relationships across the youth, student, and educational travel sector. BETA also provides a strong platform for sharing best practice,
staying informed on industry developments, and showcasing our offer to a highly relevant audience. This has directly supported our business growth by strengthening partnerships, increasing awareness of our educational experiences, and keeping us closely aligned with the needs of the market.

In your view, what are the biggest challenges, threats, and opportunities facing youth, student, and educational travel in the coming years, and how is your business preparing to meet them?

Two of the most significant challenges facing the sector are rising costs and the increasing complexity of visas and travel requirements. These factors can create additional barriers for international groups and add pressure to budgets, planning timelines, and administration.

At the same time, there are significant opportunities. Demand for experiential learning, cultural immersion, and curriculum-linked travel is growing, alongside a renewed appetite for UK-based educational travel. At Blenheim, we are responding by continuing to develop high-quality, curriculum-relevant programmes, investing in sustainability and accessibility, and working closely with trusted partners to deliver safe, enriching experiences. By remaining adaptable and collaborative, we are well placed to meet the evolving needs of the sector.