Sally Shalam is a consultant in tourism, hospitality and travel PR and a successful travel writer with a special focus on Britain.
A freelance contributing editor at Conde Nast Traveller, she has been an innovative travel editor at the London Evening Standard and an influential hotel critic for the Guardian. Her career spans national glossy magazines and British newspapers. A champion of the small and independent, she has devoted the past 12 years to finding the best of British, from hotels and hideaways to heritage and shopping.
She uses her media expertise and knowledge as a destination insider to help a variety of businesses with brand and marketing strategy. PR agencies consult her for UK pitches and client support. Destination marketing organisations from the north-east to south-west and other groups book her to empower members with masterclasses, workshops and keynote speeches. She is happy to handle small projects from advisory work for the modern B&B to brand creation and strategy for bigger initiatives.
The British hotel scene and what makes a great destination are her pet subjects but she also has an eye for design, new trends and a penchant for decorative arts and British craftsmanship.