Steven Salm Named Tully Luxury Travel CEO as Mary Jean Tully Steps Down
Founder Mary Jean Tully will remain as brand ambassador, while Salm acquires her remaining stake in the luxury travel advisory firm.
Photo: Fabio Sasso / Unsplash
Tully Luxury Travel has named Steven Salm chief executive officer, succeeding founder Mary Jean Tully, who has stepped down after nearly four decades leading the luxury travel advisory firm. She will remain involved as brand ambassador.
The appointment, announced today, Oct. 27, also brings a change in ownership. Salm has acquired Tully’s remaining shareholding, becoming a co-owner alongside executive chairman and majority shareholder Clive Jacobs. Financial terms were not disclosed.
Salm joined the company as chief operating officer in 2025, bringing a background in restaurants and hospitality. He previously founded and led Planta and Chase Hospitality Group, and held leadership roles at Maple Leaf Sports & Entertainment.
As CEO, Salm will oversee day-to-day operations and growth, while working with Jacobs on the company’s long-term strategy. Jacobs, who made the appointment, has served as executive chairman since 2014 and acquired control of the business in 2018 by buying out its financial investors.
“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,” Salm said.
For Tully, the succession places a hospitality entrepreneur at the helm of a business built around personalized trip planning, firsthand destination knowledge, and relationships with clients and travel suppliers. The company serves a global clientele, designing customized journeys through its network of industry relationships.
Mary Jean Tully said she had known Salm for many years and expressed confidence in his ability to lead the firm.
“He understands what makes Tully special and shares the values and commitment to excellence on which this company was founded,” she said. “He will honor and build upon that legacy while taking great care of our people, our clients, and the relationships we’ve nurtured.”
Jacobs said he would remain closely involved in the business, citing Salm’s combination of entrepreneurial and operational experience.
“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,” Jacobs said.
