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.


Site Incentive Specialist Certification

Sustainable Event Professional


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