Anchor Collection…

…is a boutique representation company that provides independent group sales support, connecting Our Partners – Hotels, Venues & DMCs – with key players in the meeting, event, and incentive industries.

We consistently offer reliable and steadfast market representation for international and US Hotels, Venues & DMCs with US-based meeting, incentive, and event professionals – both direct and third-party planners.

We are strategic partners, global meeting and incentive industry professionals, and highly successful sales representatives that seamlessly connect premium international properties and destinations with interested corporate accounts.

Having over two decades of industry experience in sales and marketing, we have developed a loyal client base and extensive network in the domestic and international meeting and incentive market.

We are experts at building partner relationships that deliver positive, measurable results.

Why Choose Anchor Collection?

With owner and founder Cherryl Brazier at the helm, you have a 25-year industry executive and sales professional with established and trusted global contacts throughout the meeting and incentive industry.

Working diligently to expand market reach, increase revenue streams, enhance brand engagement and consistently achieve client/partner objectives is what Anchor Collection is all about.

We simplify the sales and booking process with a single point of contact for multiple international luxury brands, exciting destinations, and exclusive one-of-a-kind properties. From quality hotels to unique offsite venues, we are your go-to trusted resource.

We minimize costs for Our Partners – Hotels, Venues & DMCs –   by supplementing the sales and marketing presence in the US with experienced and connected representatives.  We provide monthly sales reports to track progress and outreach.

We bring our extensive knowledge of many destinations to clients that are new to booking internationally and connect Our Partners – Hotels, Venues, and DMCs – with qualified leads.  Our wonderful and distinct collection of international products and services, as well as our in-depth knowledge of each destination, consistently meets or exceeds our clients’ expectations.

As meeting, incentive, and event planners, as well as successful luxury hotel sales reps, we have an inside perspective and understanding of the needs of our clients and partners. We connect key corporate players and preapproved partner properties with the goal of creating long-lasting relationships.

We are passionate, friendly professionals who operate with integrity, as well as global and cultural awareness. We help our hotel partners find creative solutions to expand their brand engagement on an international stage while balancing a high level of client satisfaction for all key players.

Expanded market exposure + solid prequalified lead generation = increased revenue and enhanced internal sales team workflow

We are highly successful in achieving revenue growth for partner properties and understand that the relationship between partner property and client must be mutually beneficial. We are experts at mastering multiple time zones and negotiating contracts in over 100 countries. We ensure that your expectations are met without costly mistakes or miscommunication during the sales process. And we offer initial site inspection coordination with partner properties and support through our partner DMCs.

Our Commitment

We know how to match event planners with products and services that meet and exceed their expectations.  We approach the sales process with a high level of honesty and authenticity in order to create the perfect connection.  We are committed to building long-term relationships that consistently serve the needs of our clients and partner properties.

With integrity and passion, we leverage social media, event attendance and person-to-person sales engagement to connect our unique collection of Hotels, Venues, & DMCs and corporate clients.  We focus on win-win relationships that generate positive qualified referrals and result in repeat bookings with trusted partners.  We consider ourselves as the “anchor” that provides reliable, principal support and steadies the relationship between partner hotel and client.  

About Cherryl Brazier

Cherryl began her career in the U.K., holding several management positions at prestigious venues such as the Café Royal and the Brewery in London. She was responsible for the implementation and launch of “Meeting 2000” for Hilton UK, and shortly thereafter she joined the Royal Garden Hotel in Kensington, initially as conference and incentive sales manager and then as assistant director of sales during the reopening of the property.

Cherryl was educated at the Leeds Polytechnic School of Hospitality Management in the U.K. and brings over two decades of experience in global destination knowledge in the meeting and incentive industry. She arrived in the U.S. in the late ’90s to take on the position of senior marketing executive with the British Tourist Authority in Los Angeles.

She is an active member in MPI and SITE and was on the international board of directors as vice president; she served as chair of the 2007 Site International Conference. She has consistently provided expert sales and marketing assistance to a select group of hotel partners, and customer-driven personalized service to corporate planners in North America.

Cherryl was with Carlson Hotels as director of global sales, representing 400 international hotels for Radisson Blu, Radisson Edwardian, Park Plaza Hotels, and Country Inn & Suites. As global director of group and incentive sales for the West Coast and Texas Millennium Hotels, based out of Los Angeles, and director of group, meeting and incentive sales at Thistle Hotels with responsibility for sales and marketing plans for the U.S. and Canada, her expertise and extensive network built over the years makes her an invaluable strategic partner.

Chris FJ Lynn

Global Business Development Consultant

Chris FJ Lynn has joined Anchor Collection to lead and support its Business Development Activities on the East Coast, USA.

Lynn will lead and execute marketing campaigns and initiatives to attract, connect and secure key partnerships with corporate players and preapproved partner properties within the Anchor Collection network. Lynn, for his part, has over twenty years of high level and critical experience in the field of business destination marketing. Lynn is well known as a leader in the industry and is clearly a recognized as an important face and influencer in the field of business destination marketing.

Prior to joining Anchor Collection Lynn led the Business Development operations across North America for London & Partners for 16 years. London & Partners is the official promotional agency for the city across the areas of tourism, investment, trade and higher education.

Other industry experience includes Leadership roles with Edwardian Hotels of London, Marriott Hotels & The Brewery and MCI Group.

Lynn has a stellar track record for developing and winning new business and audiences with a global appetite through forging strong relationships with key North American clients.

Amongst the many awards and accolades that Lynn has enjoyed, these have included supporting the Rio CVB in developing their post-Olympic strategy and being named Supplier of the Year in 2018.

Lynn is both an accomplished musician and avid fitness enthusiast having run 3 Marathons to-date.

Karen Walters

Karen Walters

Global Business Development Consultant

Karen has over 20 years experience in the industry working in some of London’s top 5* Hotels in a number of roles including C&B Manager, Conference Revenue Manager and Sales Director. During this time she has build up a considerable network of contacts within the Meetings, Incentive, Conference and Events Industry. Karen worked at The Royal Lancaster – one of London’s largest conference Hotels catering for over 1,000 delegates. Following this Karen worked as a Sales Director, specializing in the US Incentive Market at two of the city’s top 5* Hotels – the Landmark London and the London Hilton on Park Lane.

At the same time Karen maintained close links with Conference Agents and DMC’s in the UK. With a proven track record in sales, Karen’s expertise lies in converting business and building long lasting business relationships with her clients.

Karen’s passion and enthusiasm for the industry is reflected in her involvement with two of it’s main Industry Associations – MPI and SITE. Karen was President of the UK Chapter of MPI in 2000 and served on the International Board in 2004 and was also President of the GB Chapter of SITE in 2009.”


Site Incentive Specialist Certification

Sustainable Event Professional


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