The Ethos Team

We are incredibly proud of our team at Ethos. We are a staff of five – all with complementary skills making us a strong and diverse team. Passion and pride for doing great work for our clients is what we are all about.


Talented people


Business miles travelled




Litres of tea consumed


Educationals hosted


African countries visited

Alison Whitfield

Alison is the Founder and the MD of Ethos. In addition to the day-to-day running of the business, Alison gets involved in both sales and PR, and likes to get out on the road every now and again.

Where did you grow up?

On a farm in the Free State (South Africa) and so had to go to boarding school at a young age.

Early holiday memories?

KZN Coast, Kruger and the Eastern Cape. First European trip was when I was about 20, spent two months travelling in Europe and the UK.

What year did you start at ethos?


What do you do for fun?

Gardening, country walks with our dog, tennis, golf (not enough time for it all)

Favourite Holiday?

Always like to try something different. Love travelling in the UK and visiting SA to catch up with the family.

Most memorable holiday memories?

Walking from Cintsa to Hagga Hagga – 6 hour beachwalk with no one else around, the Lake District and Wales with our dogs, hot air ballooning over the Mara, the list is endless.

What job have you done that others may not know about?

Part of the team that did all the planning and organizing of Indaba.

Amanda England

Amanda is the Sales and Marketing Director and Co-owner of Ethos. After dabbling in the rest of the world, Amanda finally found out that Africa is where she really wanted to be, and now heads up our Sales & Marketing team and loves nothing more than a bit of strategising.

Where did you grow up?

I grew up in Surrey, Italy, Portugal, Ireland and Norway

Early holiday memories?

The Pirates of the Caribbean ride at Disney's Magic Kingdom, Florida

What year did you start at ethos?


What do you do for fun?

Hang out with family, friends, children and dogs incorporating great food and even better cocktails!

Favourite Holiday?

A week of activity or culture followed by a week on the beach recovering.

Most memorable holiday memories?

Sitting with a glass of wine, listening to Katie Melua watching the sunset over the caldera at Santorini.

What job have you done that others may not know about?

Worked at the Beachy Head Pub in Eastbourne pulling pints.

Emma MacFarlane

Emma launched her marketing career within luxury hotels in London from where she moved to manage the marketing for the Virgin Group, specifically Necker Island and Ulusaba Private Game Reserve.

Emma's own business then took off, offering sales and marketing consultancy services to key luxury travel companies in the UK, carving a niche in the luxury market and developing her marketing expertise.

Emma has honed her skills in social media marketing to be able to manage the social media strategy and content creation for several luxury travel brands. Working with Ethos Marketing satisfies her love of Africa and her passion for promoting the destination.

When she’s not working Emma enjoys a busy family life and has a love of exercise, music, good food, drink and travel.

Nik Butler

Nik joined Ethos at the end of 2000 as our IT Consultant. Nik has a passion for ensuring that companies such as Ethos have the ability to operate very sophisticated networked systems similar to a large organisation but within small company budgets! Nik is responsible for ensuring that wherever possible we are at the cutting edge of new technologies in all that we strive to do. He has set up a networked computer system which extends to home office setups reflecting the office environment as well as overseas remote set ups to enable email access.

Our IT environment is predominantly open-source software which ensures minimal down time, minimal viruses and minimal expenditure. This has been a crucial part of ensuring the smooth running of Ethos.