Preferred Travel Group, the family-owned company that operates global travel and hospitality brands and programmes: Preferred Hotels & Resorts, Beyond Green, Historic Hotels of America, Historic Hotels Worldwide, and PTG Consulting, proudly celebrated top honours – including 2024 Career Achievement Awardee, Michelle Woodley, and Top 25 Extraordinary Minds honouree, Jennifer Munro, alongside award-winning digital and social media campaigns – at the Hospitality Sales & Marketing Association International (HSMAI) Adrian Awards Celebration on Tuesday, February 18, 2025, at the New York Marriott Marquis. 
As recipient of the HSMAI Career Achievement Award, Michelle Woodley, President of Preferred Travel Group, is honoured with the esteemed Albert E. Koehl Award for Hospitality Marketing – an award which recognises individuals who have dedicated much of their career to significantly advancing the hospitality and travel industry. As a visionary leader in hospitality marketing, leveraging her expertise to drive global initiatives that strengthen the Preferred brand and elevate industry standards, Woodley’s strategic insights and commitment to innovation have significantly contributed to the growth and success of hospitality marketing.
“Michelle embodies commercial leadership and has built expertise across sales, marketing, distribution, revenue management, and loyalty making her a true cross-disciplinary leader,” said Lindsey Ueberroth, CEO of Preferred Travel Group. “Her breadth of experience is why she has been so instrumental in driving success, innovation and growth for Preferred Travel Group, and her leadership is undeniable with her ability to connect with people and bring out their best.”
In addition, Jennifer Munro, Vice President of Loyalty for Preferred Travel Group, is named by HSMAI as one of its Top 25 Extraordinary Minds for 2024 – an annual award which recognises exemplary achievement and leadership in hospitality sales, marketing, revenue optimisation, and distribution. Selected by a panel of senior industry executives, the ‘Top 25’ list gives distinction to outstanding individuals shaping the future of hospitality marketing. Munro joins an exclusive list of previous award recipients, including 2023 honouree, Michael Sherwood, Vice President of Revenue Management Services at PTG Consulting.
The HSMAI Adrian Awards also honoured PTG Consulting for standout campaigns, including:
- Visit Puerto Vallarta – winning a Gold Award and Best of Category for a viral influencer partnership with @WellnessTravelled. Designed to generate exposure for the destination’s outdoor activities and eco-focused resorts, the digital campaign generated more than 44 million impressions and an advertising value of $3.1 million.
- Madrid Tourism – winning a Bronze Award and Best of Category for the 2023-2024 #ONLYINMADRID influencer marketing campaign. Created to raise the destination’s profile amongst the competitive set and increase consumer awareness of Madrid’s luxury tourism offerings in the areas of culinary, fashion, and entertainment, the campaign generated 42.5 million impressions, 1.6 million engagements, an 800% YOY increase in mentions on Instagram, and an advertising value of $3 million, resulting in a 5:1 ROI.
Additionally, at the 2024 HSMAI Europe Awards in London in January, Preferred Hotels & Resorts’ Joy of the Journey: Preferred Pineapple Week campaign won the award for Best Digital Marketing Campaign, an honour recognising campaigns that push boundaries and captivate audiences with creativity, impactful storytelling, and measurable success.
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