The management arm of Australia’s second largest hotel owner, Salter Brothers, is set to capitalise on a growing demand for authentic luxury experiences as it embarks on a new chapter under a fresh brand identity.
Salter Brothers Hospitality (SBH), which launched in 2023 as reported in a HM exclusive, says the new brand identity reflects its ambitious vision for the future of luxury hospitality, prioritising unforgettable experiences and meaningful connections for its guests, team members and partners.
With a bold and sophisticated aesthetic, highlighting its dedication to quality, innovation and authenticity, the rebrand sees the launch of a new logo and colour palette, as well as a revitalised brand story centred around exceptional service and fostering an inclusive workplace.
Led by CEO Tash Tobias, SBH’s rebrand marks a pivotal moment for the business.
“We’re not just transforming our visual identity; we’re taking a bold step forward in defining our brand story and articulating our vision for the future,” says Tobias.
“We’re deeply committed to and passionate about crafting experiences that leave an indelible impression on our guests and empowering our talented team to create a truly exceptional hospitality experience.
“We believe this new brand identity will allow us to connect with our audiences in a deeper, more meaningful way, and create lasting memories for our guests.”
Crafting a legacy
In just over a year, SBH has established itself as the leading luxury retreat hotel operator in the country, with a portfolio that includes the renowned Spicers Retreats, the soon-to-launch Ardour Hotels and Estates, and the most recent addition of Bannisters’ three iconic properties.
More than just places to stay, SBH properties are destinations where every detail has been carefully curated.
“It’s about sophistication, finesse, and a touch of magic in every corner,” the company says.
Building on Salter Brothers’ legacy of creating exceptional value and strong partnerships over the past decade, SBH is making a powerful statement about its commitment to growth and delivering exceptional returns.
Tobias and her team are actively seeking new opportunities to expand the SBH portfolio, with a focus on attracting new partners to cement its position as a leader in Australia’s luxury hospitality sector.
“This is an important and bold approach for the future of SBH – it’s a definitive brand identity that sets us apart from conventional hotel investment models,” says SBH’s Chief Development Officer Raphael Antonini.
“We’re not just operating properties, we’re crafting experiences. We’ve got the know-how, the passion, and the mettle to deliver something truly special. That’s the essence of SBH.
“We’re incredibly excited about the addition of Bannisters to our portfolio, and are committed to ensuring continuity of their outstanding, highly regarded service by taking a ‘listen and learn’ approach that ensures we take our time to identify the areas where SBH can add value, including sales, marketing, revenue, distribution, PR and reservations.”
Core values
SBH’s core values – Mastery, Elevated, People People, Care, and Enduring – are reflected in its new brand identity to express the company’s commitment to genuine care and bespoke experiences for staff and guests alike.
“We’re passionate about developing incredible careers for our team members, the people who make incredible things happen for our guests, it’s a long-term commitment, and we empower our people to grow, shine, and reach their full potential,” Tobias says.
“We’re proud of the talent we have attracted and the impact they’ve had on our business, and we continue to work together to build something truly special – we’re excited for what’s next.”
SBH is set to make some further announcements in the coming months.
To find out more about Salter Brothers Hospitality, visit www.salterbrothershospitality.com