Marcomms’ Most Influential, 2023: Terri McCollin

Terri McCollin

Executive Director, Global Public Relations

Preferred Travel Group

As Preferred Travel Group’s Global Executive Director of Public Relations for Preferred Hotels & Resorts, Terri McCollin wears many hats: she handles the brand’s communications strategy and executive positioning, leading a team of communications specialists all over the world. She also oversees the management of external PR agencies in South America, Asia and Europe. Additionally, for PTG Consulting, Terri leads PR campaigns in the US and Canada for destination and hotel clients like Puerto Vallarta Tourism and The Londoner Hotel, UK. In this leadership role, Terri spearheads global communications strategies for integrated marketing campaigns, program launches and social media campaigns. One initiative she introduced to enhance media appeal this year was to include calls-to-action for travel agents and meeting planners to trade and groups-focused brand offers and programs, including loyalty program enrollment incentives – an approach that has contributed to a near 20% increase in website visits and subsequent booking conversions when compared with similar initiatives launched in 2021. She also supported Preferred’s Unforgettable Moments signature marketing campaign, a global promotion enticing travelers with loyalty perks like room upgrades and a bonus from the revamped I Prefer Hotel Rewards program, reaching millions globally. Terri also secured coverage of the group’s bolstered partnership with global meetings solutions leader, ConferenceDirect – designed to incentivize business travelers – in the prestigious HOTELS trade publication. Prior to joining Preferred Travel Group, Terri spent five years in progressive account management roles for some of London’s most prestigious luxury travel PR agencies.

Career Highlights

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