Expanded responsibilities covering more than 250 European hotels
Preferred Hotels & Resorts is strengthening its European organisation with the promotion of Roberta Possenti to Senior Vice President Europe.
The promotion extends her responsibilities to the entire Regional Partnership organisation across Europe.
She will oversee relationships with member hotels, their retention and their engagement within the network.
Her remit encompasses more than 250 properties, within a business model in which the quality of relationships with independent owners and operators represents a major commercial priority.
Roberta Possenti will continue to report directly to Brenda Collin, Executive Vice President Europe.
In its announcement, the group emphasised the importance of the promotion in supporting its European development and strengthening the services provided to its hotel partners.
Twenty-four years with Preferred Hotels & Resorts
Based in Milan, Roberta Possenti joined Preferred Hotels & Resorts in 2002, following an earlier career in international hotel sales.
Her career within the group reflects steady progression through commercial and regional development roles.
She has held the following positions:
- 2002–2004: Senior Manager Global Sales.
- 2004–2017: Regional Director Southern Europe.
- January 2017–March 2021: Managing Director Southern Europe.
- April 2021–October 2026: Vice President Europe.
- October 2026: Senior Vice President Europe.
This career trajectory has enabled her to develop an in-depth understanding of European markets, relationships with independent hoteliers and the challenges of international hotel distribution and sales.
Before joining Preferred Hotels & Resorts, she worked at Starwood Hotels & Resorts, notably in Global Sales roles, between 1999 and 2002.
She had previously worked at Hilton as Sales Coordinator from 1992 to 1997, followed by a position at J. Walter Thompson in Italy.
Parallel involvement with Beyond Green and HSMAI Europe
Roberta Possenti‘s professional background also includes responsibilities within two organisations addressing important issues in the hospitality industry.
Since April 2021, her professional profile has listed a position as Vice President Europe at Beyond Green, a brand and collection of hotels committed to sustainable tourism.
She has also served on the Board of Directors of HSMAI Region Europe since September 2021. The professional association focuses in particular on sales, marketing and revenue management within the hospitality industry.
These activities complement a career primarily built around commercial development, partnerships and supporting hotel properties.
Retaining member hotels: A strategic priority for independent hotel networks
Roberta Possenti’s appointment highlights an essential aspect of the Preferred Hotels & Resorts business model: maintaining long-term relationships with affiliated properties.
Unlike business models primarily based on an integrated hotel brand, independent hotel networks must continually demonstrate the value of the services they provide to their members.
That value may include distribution, international visibility, commercial relationships, loyalty programmes and access to source markets.
In this context, retaining existing member hotels is just as important as recruiting new properties.
The responsibilities entrusted to Roberta Possenti combine precisely these two objectives: strengthening relationships with existing partners and supporting the development of the European network.
Brenda Collin highlights her commercial expertise
In the message announcing her promotion, Brenda Collin highlighted Roberta Possenti’s experience and credibility among member hoteliers.
She also emphasised her mentoring qualities and commitment to developing lasting partnerships.
For Preferred Hotels & Resorts, the appointment is intended to consolidate relationships with affiliated properties while strengthening the commercial support offered to its European partners.
The group has not announced any changes to its ownership structure or additional quantified development targets in connection with the appointment.
LTH Analysis | Member retention is a key performance indicator for hotel networks
Roberta Possenti’s promotion comes at a time when independent hotels must balance commercial autonomy against the distribution strength offered by hotel networks.
For hotel representation networks, value creation is measured not only by the number of affiliated properties but also by their ability to retain members over time.
Entrusting responsibility for more than 250 European hotels to an executive with 24 years of experience within the organisation demonstrates the importance placed on continuity in commercial relationships.
The performance of this organisation will depend in particular on its ability to demonstrate tangible economic returns for hotel owners and operators.
In a competitive European market, the retention of independent hotels is a meaningful indicator of the relevance and effectiveness of the hotel representation model.
At a Glance
Company: Preferred Hotels & Resorts.
Appointment: Roberta Possenti.
New position: Senior Vice President Europe.
Previous position: Vice President Europe.
Tenure with the group: 24 years.
Responsibilities: European Regional Partnership organisation, hotel relationships, member retention and engagement.
Portfolio: More than 250 member hotels across Europe.
Reporting to: Brenda Collin, Executive Vice President Europe.
Location: Milan, Italy.
Previous experience: Starwood Hotels & Resorts, Hilton and J. Walter Thompson.
Additional roles listed in her professional profile: Vice President Europe at Beyond Green and Board Member of HSMAI Region Europe.
LTH perspective: Member retention and commercial value creation are central to the competitiveness of independent hotel representation networks.
