Mary Jean Tully Steps Down at Tully Luxury Travel, Steven Salm Named CEO

Tully Luxury Travel is entering a new chapter.

Founder Mary Jean Tully is stepping down as Chief Executive Officer after nearly 40 years at the helm, transitioning into the role of Brand Ambassador.

Succeeding her as CEO is Steven Salm, who joined the luxury advisory firm as Chief Operating Officer in 2025. As part of the transition, Salm has acquired Mary Jean Tully’s remaining shares, becoming an owner alongside Executive Chairman and majority shareholder Clive Jacobs.

Salm brings an extensive background in hospitality and lifestyle branding to the role, having previously founded PLANTA and Chase Hospitality Group, in addition to earlier operational leadership with Maple Leaf Sports & Entertainment.

“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.”

Jacobs will remain actively involved as Executive Chairman, partnering with Salm to steer the firm’s long-term strategy while Salm oversees day-to-day operations and continued growth.

Tully founded the agency nearly four decades ago, building it into one of the industry’s most influential luxury advisory firms and earning widespread recognition from leading travel publications. Consistently recognized by Condé Nast Traveler as a Top Travel Specialist for more than 25 consecutive years and celebrated as a top global producer for premier luxury lines like Silversea, Seabourn, and Crystal, she departs having built an extremely decorated career.

“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.”