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 unrivalled knowledge of the best of British, from hotels and hideaways to heritage and shopping and a valuable overview of their value in the branding of destination Britain.
She uses her media expertise and insider travel knowledge to help a variety of businesses with brand and positioning strategy. PR agencies consult her for UK pitches and client support. Destination marketing organisations and other groups book her for masterclasses and workshops. She is happiest handling small projects such as advisory work for the modern B&B and brand creation and strategy for bigger initiatives. Working life is constantly evolving however, and her Instagram feed is currently heavy on design, decorative arts and British craftsmanship.