Anna Reuter
Berlin
Summary
Sales and Marketing leader with over 20 years in the hospitality industry, specializing in Luxury & Lifestyle sales, MICE, and corporate markets. Strong track record in driving revenue, leading multi-property portfolios, and building global partnerships. Experienced in managing international consortia relationships, global RFPs, and positioning hotels among top competitors in EMEA. Proven success in both hotel-level leadership and regional strategic roles.
Overview
22
22
years of professional experience
Work History
Director of Sales & Marketing – Germany
SANA Hotels & SANA Berlin Hotel
08.2024 - Current
- Dual responsibility as Director of Sales & Marketing at SANA Berlin Hotel (208 rooms) and Regional DOSM for German-speaking markets, representing the SANA portfolio (5000+ rooms, 18 properties, including hotels and venues) across Portugal, France, Germany, and Angola; 2 additional properties are in the pipeline.
- Leading the Sales & Marketing team at SANA Berlin, aligning hotel-level performance with regional strategy.
- Strengthened SANA Berlin’s position in the competitive Berlin market, securing a consistent Top 1–2 RevPAR ranking.
- Achieved double-digit growth in MICE inquiries and conversions within the first six months.
- Represented SANA Hotels at exhibitions and trade shows including ITB, IMEX, Meet Germany Summit, Break the Ice etc, expanding brand visibility across DACH.
- Built long-term partnerships with luxury consortia, global travel agencies, and corporate accounts across DACH.
- Budget Planning.
Head of Sales
SO/ Berlin Das Stue
07.2023 - 03.2024
- Led the Sales team of a luxury boutique hotel (78 rooms), reporting directly to the General Manager.
- Developed and executed tailored sales strategies, strengthening the hotel’s positioning in the luxury and lifestyle segment.
- Expanded presence in MICE, leisure, and government/diplomatic business, acquiring new key clients.
- Participated in top industry events.
- Successfully identifying and penetrating new market segments and consortia, resulting in an increased market share
- Collaborated with Accor/Ennismore global sales and Visit Berlin, ensuring brand alignment and international visibility.
Field Sales Manager
IHG Berlin Cluster (InterContinental, Regent, Crowne Plaza, Indigo Ku’Damm)
08.2019 - 07.2023
- Represented 4 IHG hotels in Berlin (1,000+ rooms), managing global accounts and RFPs across luxury, corporate, and MICE segments.
- Established strong partnerships with global consortia and key accounts, maximizing revenue opportunities.
- Successfully developed the UK and Nordic markets from scratch, resulting in significant new business and increased bookings.
- Coordinated with global IHG teams, ensuring alignment with worldwide sales strategies and brand positioning.
- Participated in top industry events (WTM, TMS, M&I, Nordic MICE Summit, All About People, Be Our Guest, Micebook, Cvent Connect etc).
- Enhanced revenue distribution across the cluster through optimized account management.
- 1st place in Northern Europe by numbers of Sales Calls (virtual and offline) during IHG global Customer Appreciation Week 2020, 2021 and 2022.
Luxury & Lifestyle Manager
Regent Berlin
08.2019 - 07.2023
- Acted as brand ambassador for Regent Berlin (195 rooms), representing the hotel within the luxury travel community worldwide.
- Managed relationships with Virtuoso, Signature, Traveller Made, Internova, AmEx FHR, Ensemble.
- Participated in ILTM, Virtuoso Travel Week, Virtuoso Forum, Private Luxury, Pure Luxury, and LOOP, strengthening the hotel’s luxury positioning.
- Collaborated closely with IHG Luxury & Lifestyle global team, ensuring consistent engagement with high-value travel advisors.
Area Senior Key Account Manager
Marriott International
05.2014 - 02.2016
- Represented 4 Marriott Hotels (1,000+ rooms).
- Managed top accounts in Government, Pharma, Finance, Retail, and Luxury.
- Collaborated with FIFA World Cup 2018 and Ice Hockey World Cup 2016 organizers for large-scale events.
Project Manager / Senior Client Group Manager (Media)
Organizing Committee 'Sochi 2014'
01.2013 - 05.2014
- Coordinated accommodation, transport, and logistics for international teams and federations during World Cup Test Events at Rosa Khutor.
- Managed accommodation & transport for 1,500+ international media companies (incl. Reuters, AFP, CNN, USA Today, Getty Images, Associated Press) during the Olympic & Paralympic Games.
- Oversaw hotel readiness for 9,000+ rooms across Mountain & Coastal clusters, liaising with IOC, NOCs, and IPC.
- Led a department of 10 staff and supervised volunteers, including training and development of training materials.
Earlier Roles
Hospitality Industry
02.2004 - 01.2013
- The Ritz-Carlton Moscow – Catering & Conference Sales Manager
- Lotte Hotel Moscow – Catering Sales Manager
- Hilton Moscow Leningradskaya – Groups, Events & Meetings Coordinator
- Renaissance St. Petersburg Baltic Hotel – Sales & Catering Executive, Receptionist, DTS Administrator
Education
Bachelor of Arts - Transcultural Communications
Vienna State University
01.2018
Master of Arts - Translation and Translation Studies
St. Petersburg State University of Economics
01.2008
Skills
- Luxury & Lifestyle Sales
- Key Account & Consortia Management
- Corporate & MICE Segments
- International Markets
- Regional Portfolio Leadership
- Revenue Growth & Market Share
- Pricing strategy
- International Trade Fairs & Roadshows
- Team Leadership & Development
- Cross-Cultural Competence
- Key account growth
- Negotiation expertise
- New business generation
Accomplishments
- Secured Top 1–2 RevPAR ranking for SANA Berlin within its competitive set.
- Expanded Nordic and UK markets for IHG Berlin Cluster, resulting in significant new revenue streams.
- Managed accommodation & logistics for 1,500+ media companies at the 2014 Winter Olympics.
- Hosted international leaders and royal families, including the President of the US, the President of Portugal, and members of the Romanov family.
- Organized high-profile gala dinners with Michelin-starred chef Pierre Gagnaire.
Languages
Russian – Native
English – Advanced (C1)
German – Advanced (C1)
Timeline
Director of Sales & Marketing – Germany
SANA Hotels & SANA Berlin Hotel
08.2024 - Current
Head of Sales
SO/ Berlin Das Stue
07.2023 - 03.2024
Field Sales Manager
IHG Berlin Cluster (InterContinental, Regent, Crowne Plaza, Indigo Ku’Damm)
08.2019 - 07.2023
Luxury & Lifestyle Manager
Regent Berlin
08.2019 - 07.2023
Area Senior Key Account Manager
Marriott International
05.2014 - 02.2016
Project Manager / Senior Client Group Manager (Media)
Organizing Committee 'Sochi 2014'
01.2013 - 05.2014
Earlier Roles
Hospitality Industry
02.2004 - 01.2013
Bachelor of Arts - Transcultural Communications
Vienna State University
Master of Arts - Translation and Translation Studies
St. Petersburg State University of Economics
Volunteer Experience
Engaged in humanitarian volunteer work since 2022, supporting Ukrainian refugees in Germany through coordination, fundraising, and community outreach – demonstrating strong commitment to social responsibility and intercultural leadership.