Preferred Hotels & Resorts is the world’s largest independent hotel brand representing more than 750 distinctive hotels, resorts, and residences across 85 countries.
As Managing Director of Northern Europe a great many of our hotels across the UK, Ireland, the Netherlands, and Scandinavia, come under my remit.
At Preferred, we strongly believe the travel industry is resilient and will bounce back quickly. Many of our hotels across the world are starting to re-open and I look forward to jumping on a plane as soon as possible to visit them. I am passionate about my role and championing our brand promise, Believe in Travel, which encompasses our belief in the transformative power of travel and its ability to enrich people’s lives.
The Covid-19 crisis in hospitality has seen a great many casualties to date and unfortunately there are many hotels, restaurants, and other hospitality providers that will not be re-opening their doors when we do, which is a great loss to our industry.
In my role it is essential to work with the wider team to fully understand all aspects of the company and how we can support our hotel members during this difficult time. Due to the unique nature and independent status of our member hotels, the brand does not provide a one-size-fits-all model. Rather, Preferred Hotels & Resorts is committed solely to championing independent hoteliers and small regional hotel groups that demonstrate an authentic connection to their local surroundings and culture.
Suppliers essential to hospitality
Our understanding of what makes up each hotel is a similar discipline, and each hotel will assemble a team of people and supplier partners to work together to deliver the best possible hotel experience for their guests. The dynamics of how teams work together, understanding them, and fine tuning them is key to success and requires cohesion.
I was delighted to be invited to become judge in a competition launched by Hospitality & Catering News, as the competition is centred on cohesion. The competition opens the door for suppliers to win part of £50,000 in advertising. The first prize is £20,000, second £10,00, third £7,500 and five ‘runners up’ prizes of £2,500.
It was launched specifically to provide additional marketing to suppliers of products and services to the hospitality industry, to aid them in their recovery. Suppliers are essential to all our hotels, from food and drink to the cleaning products ensuring our hotels are safe to reopen, and everything in between.
Good luck,
Brenda Collin, Preferred Hotels & Resorts, Managing Director, Northern Europe
Suppliers essential to hospitality