Each month, we spotlight an inspiring PR professional from the TravMedia community, and this month we're proud to feature Victoria Peterson from Salter Brothers Hospitality. Victoria brings a sophisticated approach to communications and brand storytelling within one of Australia's most dynamic hospitality groups — a company that continues to make its mark across the luxury travel and accommodation landscape.
1) How long have you been in your current role?
Just over a year now (14 months to be precise!)
2) How long have you been in the travel industry?
You could say I was born into it; my parents used to own a little boutique hotel in the UK. Outside of that, around 15 years professionally.
3) In your past professional life, you were …
Before SBH, I worked with Langham Hotels & Resorts and IHG. I've also had a dalliance in behavioural strategy and superyacht coatings — all within marketing. One of my favourite roles, however, was working as a Chalet Assistant in the French Alps, catering for luxury ski guests over their week-long holidays. An incredible experience and friendships made for life.
4) What is something you love about working with travel media?
The passion! Travel media genuinely love what they do (who wouldn't?), and they're always some of the best people to spend time with — fun, interesting, and full of incredible stories from the places they've been.
5) What are your professional pet peeves?
Outdated bias that limits talent and opportunity.
6) What has been your most memorable press trip?
It was for a hotel opening, and the whole trip was an extravaganza — we hosted the media and staged a Grand Opening event with tap dancers, opera singers, and an incredible band. The media were top-notch, and even the Premier ended up dancing while everyone did the conga line. The entire trip had an electric atmosphere.
7) What is your favourite place to travel?
My favourite place to travel is…somewhere new. There's something special about dreaming about a place, then finally arriving and experiencing it for the first time.
