Petra Clayton, Commitee Member

Petra launched boutique marketing, PR and communications agency Custard Communications in 2007, with a desire to deliver effective and transparent, creative, strategic communications and marketing advice to hotels and venues. With 24 years’ experience in marketing, including roles as Director of Marketing at the Institute of Hospitality and Loyalty and PR Manager at Princess Cruises (P&O Cruises), Petra invests a lot of time into being on the pulse of all things marketing. As a result, she is often asked to share her expertise at conferences and workshops. Petra has also written for Caterer & Hotelkeeper, Hotel Magazine, Hotel Business, Event Industry News, Conference News and Big Hospitality.

Petra believes in a blend of academic and hands-on experience and promotes continuing professional development throughout her business. She encourages constant learning and proactively supports her expanding team in their development.

Petra has also dedicated a considerable amount of time to developing her own skills, completing a Master’s Degree in Strategic Marketing Management, a Cordon Bleu Diploma in Catering at Tante Marie, a Wine Spirit Education Trust Certificate and several short courses on personal development and leadership.

Petra has taught the Chartered Institute of Marketing Postgraduate Diploma and currently teaches the Master Innholders Aspiring Leaders Diploma in Sales and Marketing. In a bid to giving more back to the industry, Petra and the Custard team also provide free marketing consultancy to support The Clink Charity in rehabilitating
prisoners with hospitality and catering skills for placement within the industry upon release from prison.

Meet Petra on LinkedIn here.


Supporters of the HMA