Salter Brothers Hospitality (SBH), a leading Australian luxury hospitality company, unveiled a dynamic new brand identity, positioning it for an exciting  new  chapter. The rebrand reflects  SBH’s ambitious vision for  the  future of luxury hospitality, and its commitment to designing unforgettable experiences and nurturing meaningful connections for its guests, team and partners.

Building upon the legacy of creating exceptional value and strong partnerships that have been the cornerstone of Salter Brothers for the past decade, SBH has emerged as a significant player in the  Australian hospitality sector. In just over a year, the company has established itself as the leading luxury retreat hotel operator in the country, with a portfolio that includes the renowned Spicers Retreats and the soon-to-launch Ardour Hotels & Estates.  

The new brand identity embraces a bold and sophisticated aesthetic, emphasising the company’s dedication to quality, innovation, and a distinctly authentic experience. The rebrand includes a new logo, a new colour palette, and a revitalised brand story  that underscores the company’s commitment to delivering exceptional service and fostering a vibrant and inclusive workplace.

“This rebrand is a pivotal moment for Salter Brothers Hospitality,”  said Tash Tobias, CEO of Salter Brothers Hospitality. “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. 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.”

SBH’s new brand identity is a powerful statement about its commitment to growth and delivering exceptional returns. The company is actively seeking new opportunities to expand its portfolio of  properties, attracting new partners, and cementing its position as a leader in the Australian luxury hospitality sector.

This commitment to growth is already evident in Salter Brothers’ recent acquisition of the iconic Bannisters portfolio, a collection of luxury boutique hotels located in New South Wales.  Bannisters three  iconic properties officially came under Salter Brothers Hospitality’s management last week.

“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,” said Raphael Antonini, SBH’s Chief Development Officer.  “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.”

The new brand identity celebrates SBH’s core values – Mastery,  Elevated, People People, Care, and Enduring – and embraces the company’s commitment to creating an ambience of genuine care and bespoke experiences for staff and guests alike. That’s reflected across the SBH portfolio of properties, which are  more than just places to stay, they are a destination where every detail has been carefully curated. It’s about sophistication, finesse, and a touch of magic in every corner. 

Tobias says she believes in nurturing talent and creating a sense of belonging for its team members:

“We’re passionate about developing incredible career 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. 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 confident in the future and is looking forward to sharing more exciting news and updates about its  journey in the coming months.

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