Preferred Hotels appoints SVP of Europe

Eloise Hanson Eloise Hanson Uploaded 29 September 2020

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Europe: Brenda Collin has been promoted to senior vice president of Europe at Preferred Hotels & Resorts, effective immediately.

In her new role, Collin will oversee a regional team that’s responsible for more than 125 properties across the UK, Ireland, the Nordics, the Netherlands, Germany, France, Switzerland, Austria, Eastern Europe, and Turkey.

She first joined Preferred in 2013 as regional director of the UK, Ireland, the Nordics and the Netherlands. In 2017 Collin was promoted to managing director of the same region.

During her time at Preferred, Collin has expanded the company’s footprint by spearheading partnerships with regional hotel companies such as Nordic Hotels & Resorts, and has signed more than 50 new member hotels including The Beaumont (London, England), Old Course Hotel (St. Andrews, Scotland), Pulitzer Amsterdam (The Netherlands), Hayfield Manor (Cork, Ireland), and The Thief (Oslo, Norway).

CEO of Preferred Hotels & Resorts, Lindsey Ueberroth, commented: “Over the past seven years, Brenda has achieved great success for our brand and our member hotels by tirelessly pursuing opportunities across all aspects of our business and continuously looking at the larger global picture. She is a valued and trusted leader who has demonstrated an unwavering passion for hospitality, a dedication to excellence, and an admirable resilience when promoting the strength of the Preferred brand above the rest. We are proud to elevate her to an enhanced leadership role and have great confidence in her ability to fuel even greater growth of the Preferred brand in key European markets.”

Prior to joining Preferred, Collin served as co-founder and executive of HotelREZ, a UK-based agency that provides representation and consultancy services to independent hotels worldwide. Previously, she spent five years at Utell.

In additional to her promotion, Collin is the newly appointed chair of the Institute of Hospitality’s London branch, and holds the title as Fellow of the organisation.

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