Her Story
About Cherryl
Cherryl Brazier serves as President of Anchor Collection, which she founded 8 years ago following a 40-year career in hospitality. She studied hotel, catering, and institutional management at Leeds University in the UK and progressed through every hotel role up to acting general manager before moving into sales at 5-star London properties. Her career included positions at Hilton head office, Visit Britain as a senior marketing executive, Director of Global Sales at Thistle Hotels, roles at Millennium Hotels, and global sales for Radisson Blu and Park Plaza properties at Carlton Residor before launching her own business. In her current role, she represents about 15 destination management companies and a couple of hotel companies, generating business from U.S. group meeting and incentive planners seeking international programs. Cherryl holds a Certified Incentive Specialist credential through SITE and a Sustainable Event Professional Certification. She served 3 years on the International Board of Directors for SITE, Society of Incentive Travel Excellence, and received the Legacy Award from SITE Southern California as well as Entrepreneur of the Year 2024 from Smart Women. She attributes her success to building and maintaining relationships and values business ethics, integrity, sustainability, and relationship-based selling. Cherryl also coordinates quarterly volunteer efforts through Hospitality Friends at the LA Food Bank and Second Harvest Food Bank.
Her Interview
Ten minutes with Cherryl
01What do you attribute your success to?
I think building those relationships and staying in contact with people, whether like as I travel, I try and see people, friends, industry friends as I travel nationally and internationally, and I think because I've made those relationships and maintained those relationships, it's really helped me with my own business. Because people have said, well, why didn't you start it earlier? And it's like, well, I didn't have the contacts earlier.
02What’s the best career advice you’ve ever received?
Just follow your dream, and just do it, I think. And also, I think I was moving around, like, when I went to the States. ... sometimes you just have to bite the bullet and go for it, even though there wasn't a lot of planning in the process.
03What advice would you give to young women entering your industry?
Find a good mentor, somebody that can guide you in the path of our industry, because I think there's such a wide variety of roles available within hospitality. ... jump in feet first and Don't be afraid to get your feet wet kind of thing, but find a good mentor to, guide you.
04What are the biggest challenges or opportunities in your field right now?
The geopolitical situation is one. Obviously, clients looking to book internationally at the moment is a little hesitancy in people that might stay closer to home, so the unsettled geopolitical situation affects me. And, you know, and that changes can change daily.
05What values are most important to you in your work and personal life?
Business ethics and integrity. Are really important to me. Obviously, sustainability and sustainable travel. That's something that's important to me. And, relationship-based selling.
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