The PR Net

Preferred Hotels & Resorts

Five Minutes With Terri McCollin, Executive Director, Public Relations

Meet Terri McCollin, Executive Director of Public Relations at Preferred Hotels & Resorts. Now based in NYC, Terri started her career in London and later spent over five years in Paris – an experience that led her to pursue travel PR. She shares with us some of her work highlights thus far (she's been on the ultimate business trips!) and gives us a glimpse into what’s next for the company – and for her.

What attracted you to this industry and how did you get your start?

It might sound cliché, but I fell into travel PR - like many it seems! My first proper job was with Lush Cosmetics where I had the opportunity to follow an amazing path that led me from London to Paris and now New York. Thanks to the co-founders’ management style and their belief in my talent, I was able to evolve my skill set across different roles before discovering public relations was my ideal fit. I spent almost six years in Paris, which to this day is a city that I am still connected to and try to visit each year. When I returned to London I had a new language and had visited more than 30 countries. It was just a matter of time before I connected the dots and started working in travel PR.

What does your current role as Executive Director of Public Relations at Preferred Hotels & Resorts entail?

My role is to manage Preferred Hotels & Resorts’ global communications strategy and its execution across the Americas, EMEA, and ASPAC regions. I work with an incredible international team of storytellers that understand their media audiences and have great relationships with our member hotels in these markets which extend to more than 750 independently owned or managed properties in over 85 countries. I also work closely with the Corporate Communications Officer, providing support across the Preferred Hotel Group Inc. family of brands.

Please share a few career highlights with us.

It would have to be transferring from London to New York with Preferred in my current role. There’s nowhere I’d rather be, even in bad times, this city inspires and motivates. I would also count life-changing business trips to India, South Korea, and South Africa where I was able to connect with colleagues, the destination, and the culture in meaningful, memorable ways.

What are a couple of current projects you’re excited about?

Like most, we are approaching media outreach mindfully, respecting our relationships and ensuring that all pitches are sensitive to the travel landscape and have purpose beyond gaining visibility for the brand. So we are very excited to be working on a timely brand announcement revealing plans to offer our loyal guests and travelers choosing independent experiences with a more purposeful, sustainable way to travel.

Any future goals and/or plans you’re working towards?

Again, planning cycles are down to rolling 90-day plans, but for Q4 onwards we are preparing to launch a series of new value-rich additions to our guest loyalty program I Prefer Hotel Rewards. In terms of personal goals, I am looking forward to a time in the not too distant future when we are all free to travel and connect in person again, and being proud of what I was able to accomplish in 2020, despite the circumstances.

Preferred Hotels & Resorts

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