Preferred’s Brenda Collin promoted to executive vice-president of Europe

London-based Brenda Collin has been promoted to executive vice-president of Europe at Preferred Hotel Group, the Ueberroth family-owned company that manages and operates brands including marketing consortium Preferred Hotels & Resorts.

In her new role, Collin will oversee the growth and evolution of the group’s Preferred Hotels & Resorts and Beyond Green brands in Europe, which have a collective membership of more than 200 properties across 25 countries and direct the efforts of the company’s team of more than 30 associates in the region.

During her eight-year tenure with Preferred, Brenda has held the positions of regional director; managing director of the UK, Ireland, Nordics, and the Netherlands; and, most recently, senior vice-president of Europe.

She is also a supporter of charities such as Hospitality Action, holds the position of chair for the London branch of the Institute of Hospitality, and is a founding member of LeadingHôtelières, a new coalition by HoteliersGuild that aims to accelerate the path to improved gender equality in the hospitality industry. Brenda reports to Michelle Woodley, president of Preferred Hotel Group.

Roberta Possenti has also been promoted to vice-president of Europe and Mari Carmen Marin into the role of account director of Southern Europe.

“It is inspiring to work alongside such dedicated and talented women, and I am thrilled to elevate Brenda, Roberta, and Mari Carmen to new leadership positions,” said Lindsey Ueberroth, chief executive of Preferred Hotel Group.

“As we navigate through this recovery phase and beyond, we look forward to leveraging the expertise and strategic foresight of these passionate hospitality professionals who have contributed to our company’s expansion and success in the region over the past two decades to capitalise on so many opportunities for our brands and our member hotels.”