TORONTO, Oct. 27, 2026 /PRNewswire/ — Tully Luxury Travel (Tully), a leading luxury travel advisory firm and trusted authority in global luxury travel, today announced the appointment of Steven Salm as Chief Executive Officer, succeeding founder Mary Jean Tully. After nearly four decades, Mary Jean has stepped down as CEO. She will continue to represent Tully as Brand Ambassador, remaining an important part of the company’s future. 

Salm’s appointment marks a natural evolution for Tully, building on the relationships and expertise that have long defined the company. He joined the firm last year as Chief Operating Officer and steps into the role with deep respect for the values Mary Jean instilled: personal relationships, genuine care for every client, and firsthand knowledge of the world.

“It is a privilege to take on this role. Creating a truly exceptional travel experience demands vision, craftsmanship, and an unwavering attention to detail,” said Steven Salm, Chief Executive Officer of Tully. “Travel is one of the most meaningful parts of people’s lives, and at its best it brings desire, emotion, and expertise together in a single trusted relationship.”

The appointment was made by the firm’s Executive Chairman and majority shareholder, Clive Jacobs, who will work closely with Salm as Tully enters its next phase of growth. Together, Jacobs and Salm will set the company’s long-term strategy, with Salm, as CEO, leading its day-to-day operations and growth. Salm has acquired Mary Jean’s remaining shareholding, joining Jacobs as an owner of the business.

“Steven has proven in a short time that he is exactly the leader this company needs for its next chapter,” said Jacobs. “He brings a rare combination of entrepreneurial vision, operational expertise, and a deep understanding of luxury hospitality, making him exceptionally well suited to lead Tully forward. As Executive Chairman, I remain fully committed to Tully and deeply involved in its future. I look forward to partnering with Steven as he leads the day-to-day business and we work together to further elevate the personalized service and expertise that have long distinguished Tully.” 

“I’m enormously proud of what we’ve built over nearly four decades,” said Mary Jean Tully, Founder and Brand Ambassador of Tully. “I’ve known Steven for many years and have tremendous confidence in his leadership. He understands what makes Tully special and shares the values and commitment to excellence on which this company was founded. He will honor and build upon that legacy while taking great care of our people, our clients, and the relationships we’ve nurtured. I’m delighted to continue as Brand Ambassador, and I look forward to supporting Steven as he leads Tully into its next chapter.”

To learn more about the company or to begin planning a journey with Tully, visit www.tullyluxurytravel.com and follow @tullyluxurytravel on Instagram for inspiration from around the world.

About Tully Luxury Travel
Excellence in travel is not claimed, it is earned. With nearly 40 years of experience, Tully is internationally recognized as a leader in luxury travel. Honored by Forbes, celebrated by Condé Nast Traveler, and regarded as one of the industry’s most influential voices, Tully is known for its deep global relationships, trusted advisory expertise, and highly personalized approach to trip design. Serving a discerning global clientele, the company creates elevated, discreet, and meticulously crafted journeys defined by precision and care.

About Steven Salm
Steven Salm is Chief Executive Officer and co-owner of Tully Luxury Travel. He joined the company as Chief Operating Officer in 2025 and was appointed Chief Executive Officer in October 2026, acquiring founder Mary Jean Tully’s shareholding and becoming a partner in the business alongside Executive Chairman Clive Jacobs. A hospitality entrepreneur with decades of experience across hospitality and lifestyle brands, Salm was Founder and CEO of PLANTA, where he built a multi-market portfolio celebrated for culinary creativity and a guest-centric culture. Previously, as Founder and CEO of Chase Hospitality Group, he led the development and operation of flagship restaurant concepts. He earlier held leadership roles within large-scale operations at Maple Leaf Sports & Entertainment. He has been featured by Forbes and was named to Toronto Life’s 50 Most Influential list from 2017 to 2019.

About Clive Jacobs
Clive Jacobs is Executive Chairman and majority shareholder of Tully, and Chairman and Founder of the Queen’s Award-winning Jacobs Media. A British travel, hospitality and media entrepreneur, he is best known for co-founding holiday autos in 1988 and building it into the world’s largest leisure car rental broker, operating across 30 countries, before its acquisition by lastminute.com plc in 2003. In 2009, he acquired Travel Weekly, the foundation of Jacobs Media, which now serves the global travel and hospitality industries through brands including Travel Weekly, The Caterer, Aspire and Connections Luxury. Clive became Executive Chairman of Tully in 2014 and acquired control of the company in 2018 by buying out its financial investors. He is a founding patron of Teenage Cancer Trust, an inductee of the Travel Industry Hall of Fame and a recipient of the World Travel Market Global Award for outstanding contribution to UK travel.

Media Contact: Carma Connected, yalvarado@carmaconnected.com

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SOURCE Tully Luxury Travel