Preferred Hotels and Resorts announced it has promoted Brenda Collin to senior vice president of Europe, effective immediately.
Collin will now oversee a regional team to “ensure the success and retention” of more than 125 member properties across the UK, Ireland, the Nordics, The Netherlands, Germany, France, Switzerland, Austria, Eastern Europe, and Turkey.
Collin first joined the group in 2013, when she served as regional director of the UK, Ireland, the Nordics, and The Netherlands.
She has since been “instrumental in generating significant awareness” of the hotel brand, and “strengthened engagement” among existing member hotels, according to the group.
In addition, she has helped facilitate the group’s expansion in the region by spearheading partnerships with regional hotel companies and signing more than 50 new member hotels.
Lindsey Ueberroth, CEO of Preferred Hotels and Resorts, said: “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.”
She added: “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.”