About

Hello, I’m Vickie Sam.

I have twenty-five years of travel writing experience – and an unwavering belief that the best stories are told by humans.

I’m a travel and lifestyle journalist, editor and copywriter with some 25 years’ experience across print and online, B2B and B2C. I was Advertising Feature Editor at The Irish News and Editor at Canadian Traveller magazine. For the past ten years I’ve been running Sky Blue Content, writing and editing for some of the world’s most luxurious cruise lines and tour companies. During that time I’ve honed a strong instinct for what makes a reader stop scrolling and start dreaming.

These days, most travel content is written by a machine that has never felt the warm sand between its toes or watched the sun paint the sky a million shades of wow. And it shows. Luxury brands are publishing more content than ever before – yet they have never said so little.

That’s where Sky Blue Content comes in. Send me a page of your content – AI-drafted, templated, or simply tired – and I’ll turn it into something that sounds like your brand at its very best, rather than the one-size-fits-all messaging that lands in your inbox every single day.

I believe the best luxury brands are remembered not because they publish more content, but because they tell better stories.

Read my philosophy →

I’ve travelled across five continents for both work and play, and I’ve been living as a digital slowmad for the last five years. I work from wherever the Wi-Fi and the view make me happy. I write about travel the way I live it – not from some anonymous grey office block a million miles away from the kind of places your clients crave.

I’m also an eccentric Brit, a devoted crazy cat lady and a Yorkshire pudding connoisseur – and I’m physically incapable of walking past a dog without stopping to say hello.