The Accessible Hospitality Alliance (aha) is proud to announce that Brenda Collin FIH, Executive Vice President for Europe at Preferred Travel Group, has joined as an Ambassador, lending her industry leadership and deep commitment to mentoring the next generation of hospitality professionals to support aha’s purpose, a hospitality world that welcomes everyone. Preferred Hotels & Resorts is the world’s largest independent hotel brand, representing more than 600 distinctive hotels, resorts, residences, and unique hotel groups across 80 countries.
Collin’s appointment follows the resounding success of The aha Forum, in Partnership with Thomas Franks, an event that brought together leading voices from across the hospitality and disability community’s together to spark dialogue, challenge assumptions, and drive forward an agenda of greater accessibility and inclusion. As a senior figure in global hospitality and a Fellow of the Institute of Hospitality, Collin brings gravitas and energy to aha’s growing cohort of ambassadors, who are shaping a more inclusive future in which hospitality is accessible to all.
As Executive Vice President Europe at Preferred Travel Group, Brenda Collin FIH is responsible for the commercial success of more than 220 luxury and lifestyle hotels across the continent. Her work spans multiple brands including Preferred Hotels & Resorts, Historic Hotels Worldwide, Beyond Green, and the group’s specialist consulting arms. From driving profitability and enhancing asset value, to raising quality and championing best practice, she works directly with hotel owners and general managers to ensure excellence is both delivered and sustained.
Alongside her commercial leadership, Brenda is a passionate advocate for hospitality as a force for good and a career of choice. She actively mentors hospitality students and is a well-known figure in programmes that promote learning, opportunity, and inclusive leadership.
Collin’s recent participation in The aha Forum made a strong impact. Reflecting on the experience, she shared: “The aha Forum was a powerful reminder that accessibility is non-negotiable. True hospitality means everyone feels welcome, valued, and included. I’m honoured to join the Accessible Hospitality Alliance as an Ambassador and look forward to working with fellow leaders to ensure our industry reflects those values in every guest experience and workplace culture.”
Her words echo a recurring theme from the forum: that meaningful progress on accessibility is not a fringe concern, but a central pillar of hospitality’s future.
Robin Sheppard, co-founder and Chair of Accessible Hospitality Alliance, warmly welcomed Collin’s appointment saying: “It was great to reconnect with Brenda at the inaugural aha Forum. The Accessible Hospitality Alliance can only influence positive change through leaders like Brenda taking part in what we are doing. We are delighted to welcome her to our growing group of Ambassadors, and we look forward to working with her to accelerate the changes needed to make hospitality more accessible and more inclusive.”
As co-founder of Bespoke Hotels, the UK’s largest independent hotel brand, Sheppard emphasised the strategic importance of aligning with leaders from the commercial sector who understand that accessibility is not only a moral imperative, but also a driver of long-term business success.
Brenda Collin FIH joins a growing number of high-profile hospitality leaders who are becoming Ambassadors for the Accessible Hospitality Alliance, a group united by a common belief: that accessibility is not part of, but the foundation of hospitality. Ambassadors play an active role in amplifying the aha’s message, sharing insights, and shaping programmes that make hospitality more welcoming to guests and colleagues living with disability.
Mike Tunnicliffe joins Accessible Hospitality Alliance Advisory Board following landmark aha Forum
