Who Will Lead Preferred Hotels & Resorts’ European Hotel Partnerships?

Preferred Hotels & Resorts has promoted Roberta Possenti to Senior Vice President, Europe, expanding her responsibility for hotel relationships and member retention across the continent.

“Roberta’s promotion is a reflection of both her exceptional leadership and the tremendous impact she has had on our business, our teams, and our hotel partners over the past 24 years,” said Brenda Collin, Executive Vice President, Europe, according to Preferred Hotels & Resorts’ announcement.

An expanded remit

Possenti will continue to report to Brenda Collin, Executive Vice President, Europe. In her expanded position, Possenti will oversee the company’s Regional Partnership organisation across Europe, leading hotel relationships, driving retention and helping member properties maximise the value of their partnership with the brand.

Her responsibilities now extend beyond Southern Europe, which she previously oversaw, to include operations in Northern and Central Europe. The stated priorities for the expanded role include enhancing the member-hotel experience, fostering cross-market collaboration and supporting the long-term success of Preferred Hotels & Resorts’ partners.

Preferred describes itself as the world’s largest independent luxury hotel brand and a global provider of sales, marketing and distribution services to member hotels. The company also reported significant European portfolio expansion and increasing business contribution in recent years, reaching more than 250 hotels across the region. Its commercial model allows independent hotels to retain their individual identities while accessing shared sales, marketing and distribution resources, according to WINC Wire.

Career progression

Possenti is based in Milan and joined Preferred Hotels & Resorts in 2002. During more than two decades with the group, she has held several leadership positions and worked on hotel partnerships across European markets. The company also identified her by her new title in its corporate update on the International Society of Hospitality Consultants conference in Rome.

Travel PR News reported that Possenti previously served as Vice President, Europe, a position announced in May 2021. At that time, she had already worked with the organisation for more than 19 years. Her responsibilities included supporting European member-hotel retention and development while working with Collin on the company’s strategy for European members.

Preferred’s 2021 announcement credited Possenti, then Managing Director of Southern Europe, with bringing more than 40 independent hotels and resorts in Italy, Greece and Malta into its portfolio. Those figures came from the company’s 2021 announcement and were not presented as a current total for her career.

Her earlier professional experience included a decade in hospitality sales with Starwood Hotels & Resorts and Hilton Hotels & Resorts, covering corporate, leisure and group business. Possenti also served as a board member of HSMAI Region Europe in 2021.

Key facts

• Possenti is based in Milan and joined Preferred Hotels & Resorts in 2002.
• She has worked for the group for more than two decades, including earlier roles covering Southern Europe and European member-hotel development.
• Preferred Hotels & Resorts now has a European portfolio of more than 250 hotels.

Member focus

The company said Possenti’s new role is intended to strengthen collaboration among member hotels and improve the support provided across European markets. Collin described Possenti as a trusted adviser to member hotels and a respected mentor to colleagues, while saying she was positioned to help shape the next phase of regional growth.

The expanded remit covers Northern and Central Europe in addition to Southern Europe, with Collin remaining Possenti’s reporting line. Preferred’s announcement also identified greater regional collaboration and support for the long-term success of hotel partners as central elements of the appointment.

Read more

• Far East Hospitality: 26 Properties Join Global Hotel Alliance

Sources

• Preferred Hotels & Resorts Announces Promotion of Roberta Possenti to Senior Vice President, Europe — breakingtravelnews.com, 2026-10-22
• Roberta Possenti named Preferred's Senior VP Europe — wincwire.com, 2026-10-22
• Preferred Hotels & Resorts Elevates Roberta Possenti to ... — travelprnews.com, 2026-10-21