Global perspective, local soul: as Regional Director – Northern Europe at Preferred Travel Group, Anna Moore champions individuality, emotional intelligence and authentic luxury in an industry moving beyond “beigification.” She shares the experiences that shaped her career, her vision of exceptional hospitality, and why Europe’s independent hotels are perfectly placed to thrive by being unmistakably themselves.
With a career shaped by global experience and a passion for independent hospitality, Anna Moore brings both strategic vision and emotional intelligence to her role as Regional Director – Northern Europe at Preferred Travel Group. From championing individuality in a world of “beigification” to redefining what luxury really means, Anna sits at the intersection of tradition, innovation and authenticity.
Here, she shares the experiences that shaped her career, her definition of exceptional hospitality, and what she believes lies ahead for Europe’s independent hotels.
Rather than a single defining leap, Anna describes her career as a steady progression.
“Rather than one pivotal moment, my path has been shaped by a gradual evolution built on experience across multiple international markets,” she said. “I’ve been fortunate to travel extensively throughout my career and to experience a wide range of hotels and cultures, which has deepened my appreciation for the diversity and complexity of our industry.”
Hospitality, she added, has always been more than a job. “It’s not just a profession for me – it is a genuine passion, and one that has only strengthened over time.”
What excites her most about her current role is its scope. “I enjoy the breadth of the role and the opportunity to engage with every aspect of the hotel ecosystem,” she explained. “From matching travellers with the right hotel experience, to working closely with member hotels to help them optimise their partnership with Preferred Hotels & Resorts, it is incredibly rewarding to see each property’s individuality truly shine.”
That individuality is at the heart of Preferred’s soft brand model. “The strength of Preferred lies in the fact that no two hotels are the same,” Anna said. “Every conversation, challenge and solution is tailored to the specific needs of each business. That variety makes the role highly entrepreneurial, dynamic and continuously stimulating.”
She describes the brand’s philosophy simply: “As a soft brand, Preferred Hotels & Resorts offers a powerful balance of flexibility and support. Our members retain the autonomy to express their unique identity and vision, while benefiting from a strong global infrastructure that supports distribution, marketing and loyalty objectives.”
For Anna, true hospitality is almost invisible. “Exceptional hospitality, to me, is when a guest’s needs are anticipated and seamlessly met before they even realise they exist,” she said. “It lives in the details, the small, thoughtful touches delivered with consistency and authenticity, and it also relies on hotel teams truly understanding who their guests are.”
When it works, the result is emotional rather than transactional. “When teams get this right, hospitality feels effortless, personal and genuinely memorable, creating an experience that resonates long after the stay has ended.”
She has watched the industry transform during her career. “We have moved away from a one-size-fits-all approach towards highly tailored experiences designed around individual preferences, expectations and lifestyles,” she noted.
Luxury, in particular, is changing. “As the definition of luxury continues to shift and become increasingly personal, and competition in the market intensifies, it is more important than ever for hotels to deliver experiences that feel relevant and meaningful to each guest.”
The winners, she believes, will be those who understand both people and purpose. “Those that succeed are the ones that combine intuitive service, emotional intelligence and a deep understanding of their brand promise to create truly exceptional hospitality.”
Europe’s diversity is both its strength and its challenge. Anna sees huge potential for independent hotels willing to embrace who they really are.
“The European market’s diversity creates strong opportunities for independent hotels, particularly as travellers increasingly seek authenticity, individuality and a sense of place,” she said.
She points to the industry’s move away from sameness. “As the industry moves away from ‘beigification’ – as identified by our Luxury Travel Report in 2025 – independents can differentiate by leaning into their unique identities through local storytelling, bespoke design, distinctive culinary offerings and highly personalised service.”
Technology and partnerships will also play a role. “By combining these strengths with smart use of data, loyalty platforms and strategic partnerships, independent hotels can expand their reach and compete effectively while preserving their independence.”
But challenges remain. “Ongoing cost pressures, rising labour expenses and staffing shortages continue to affect hotels across Europe,” Anna said.
In the Nordic region, there is an added layer of difficulty. “There is a complexity in balancing luxury with sustainability. The opportunity lies in redefining luxury to focus on quality, meaning and experience rather than excess, allowing independent hotels to meet evolving guest expectations without compromising their values.”
Anna’s leadership style is shaped by trust and authenticity. “It is rooted in trust, empowerment, and authenticity,” she said. “I believe the best results come when team members feel confident to be themselves, bring their unique perspectives, and take ownership of their work.”
Working across borders has made listening essential. “Working across multiple countries, I’m continually listening to and learning from my colleagues all over the world.”
For her, leadership is less about control and more about creating space for others to succeed.
Constant travel comes with its own routines. For Anna, staying grounded starts with fitness.
“A good gym when I’m travelling is a must!” she laughed. “My gym kit is the first thing I pack for any trip, even if it’s just a quick 30-minute workout, it’s an important part of my daily routine that I value.”
And what makes a hotel truly special in her eyes? It’s not just design or luxury, but how it makes her feel – the details, the atmosphere, and the sense that someone has really thought about the guest experience.
In an industry increasingly pulled between scale and individuality, Anna Moore is firmly on the side of character, connection and authenticity – and she believes that’s exactly where the future of hospitality lies.