For over 50 years, Preferred Hotels and Resorts has grown its collection of member hotels to include some of the most breath-taking properties around the world, all of which must abide by the group’s Preferred Standards of Excellence. From castles in Ireland to ski resorts in the Colorado mountains, Preferred travellers are spoilt for choice when it comes to choosing their next luxury destination.
As the executive vice president of Europe, Brenda Collin is responsible for about a third of the group’s 650-member portfolio. With over 30 years in the hospitality industry, Collin is an expert at operations, growth and retention, and has signed over 50 new member hotels throughout the region. “I generally have a passion for ensuring that my team and I at Preferred Travel Group deliver world class service, and that means working hard for our clients, being passionate about what we do, and having an insatiable curiosity to question the why and the how,” shares Collin.
When discussing the I Prefer Hotel Rewards programme, which has over 4.5 million members, Collin talks about the new website and upgraded mobile app that launched this year, making it easier for members to book stays and discover the multiple benefits they can unlock with participating properties. “We also regularly create promotions and enticing bonus points offers to reward and recognise travellers, such as our Unforgettable Moments campaign which launched earlier this year,” she adds.
Collin is a lifelong learner who is always looking for new ways to challenge herself, whether that’s by taking the Cornell Real Estate Asset Management course or working towards a certificate in Sustainable Leadership. “My work also allows me to invest time in giving back to our industry and I currently serve on the board of the Institute of Hospitality offering support and direction to the CEO and team. In addition, I am a Hospitality Action ambassador and like to raise funds regularly to ensure that our industry charity can continue their great work,” she says.
LLM writer Ina Yulo Stuve speaks with Collin about her travel predictions for 2024 and the hotels that she can’t stop thinking about.
When did you first realise that you would turn your love for travel into a career?
I’ve been fortunate to know all my life that I would work in travel and hospitality. It was a feeling I had from a very young age. Standing outside our local hotel as a little girl and looking inside was all the inspiration I needed to know that this profession was for me!
What are your growth plans over the next five years?
We aim to ensure that we cover all international destinations that our clients want to travel to. We are working on growing our footprint in the luxury hospitality space with the finest hospitality owners, management companies, and investors. We continuously evolve in order to stay relevant.
Are there any notable post-pandemic behavioural changes you’ve noticed when it comes to where travellers want to stay when on holiday?
Guests are prioritising quality over quantity and making considered choices about how and where they travel, as well as why they choose to travel. We are seeing travellers seek more authentic and personalised journeys. Experiences are at the heart of their travel plans as they look to challenge their perspectives and facilitate a deeper connection with local culture, communities, nature, and most importantly, themselves.
What are the key things you look for when signing a new property into the group?
We choose properties where owners understand what being independent truly represents, those who have a desire to serve, those who deliver world class vision, design, standards, and those who give back and are renowned in their country.
You have undoubtedly stayed at some fabulous properties over the years. Could you highlight a few that have earned permanent spots in your best travel memories?
Let’s start with my home country in Ireland. Each property is unique, but if I had to pick a few, I would have to go along the west coast of Ireland and stay at Dromoland Castle in County Clare, then head down to The Europe in Killarney for great Irish hospitality, and my latest great addition would be Castlemartyr in Cork which has an amazing Michelin-starred restaurant called Terre.
In London, we have a super boutique hotel called The Londoner in Leicester Square which I truly love. And yet I also love hanging out at The Stafford in quiet, historic St James. We have an incredible new hotel named The BoTree which recently opened on Marylebone Lane and I’m excited to see that property grow into its potential.
Across Europe, there is nowhere quite as close to heaven as the unforgettable Finca Cortesin, west of Marbella where one can expect peace, harmony, outstanding food and beverages from an exceptional team in a luxury setting.
Heading into the Nordics, my favourite has to be Sommerro in Oslo which has turned heads all over the world in this last year – it’s an outstanding Art Deco property with so much beauty and charm and six destination restaurants. Another beautiful surprise awaits this December with the launch of Hotel Maria in Helsinki – I cannot wait to experience all that this property will offer. I recently visited Lefay in the Dolomites, which is an Area of Outstanding Natural Beauty, and the hotel is equally outstanding.
In the US, I fell in love with Hotel Emma in San Antonio. Designed by Roman and Williams, this hotel is an outstanding example of telling the story of its past and taking it into the present. The 19th century building, once the Pearl Brewery is now a 146 key property with 15 restaurants. I could live in that building!
Is there a particular destination you currently have on your bucket list?
There are so many places where I want to go that I will need to retire to get the time! I want to go back to Japan again and again, but I’d also like to visit new destinations such as Costa Rica, the palaces of India, Vietnam, Egypt, and many more. My next bucket list hotel is La Esperanza in Granada which will be a real treat.
What are your favourite cities for: shopping, food and history
Favourite cities for food would be London, Paris, and Barcelona which offer great vegetarian options. For history, everywhere in Europe is brimming with history and there’s so much to learn about our past. I never was a shopper, never found the time! People and places hold value for me rather than things and bling.
What are some of the travel trends you’re predicting for 2024?
The rise of plant-based foods and non-alcoholic beverages will start to become more prominent as customers take their health and the planet’s health more seriously. Hotels and restaurants need to step up now to deliver to meet these new expectations in a world where the sustainability crisis is urgent and everyone will want to play their part.
Sleep has also become high priority, so quiet rooms sell and blackout rooms are very desirable.
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