ASAP Operator Member Frasers Hospitality has strengthened its commercial leadership team across Europe, the Middle East and Africa (EMEA) with three senior appointments, further accelerating the development of a regional commercial centre of excellence.
Joining the EMEA commercial team are Anna Rivers as Head of Marketing, Maddy Faulkner as Head of Reservations, and Kim Winter as Director of Sales – Global Accounts.
The appointments mark a significant step forward in building an integrated, high-performing commercial function to support the group’s ambitions and its diverse portfolio of serviced apartments across the EMEA region.
The EMEA commercial team supports 23 properties across Frasers Hospitality’s portfolio of brands, including Fraser Suites, Fraser Place, Capri by Fraser and Fraser Residence, working closely with on-property teams to drive performance, optimise revenue and deliver consistent high-quality guest experiences across markets.
Bringing together sales, global and regional account management, reservations, revenue management, distribution and marketing, the team operates as a centralised hub, providing strategic and operational support to properties across the region. The three new appointments build on the strength of an established leadership group, further strengthening Frasers Hospitality’s regional commercial centre of excellence and reinforcing Frasers Hospitality’s commitment to investing in talent, capability and collaboration.
Darryl Walker, EMEA Commercial Director at Frasers Hospitality and new ASAP Chair, said: “These appointments are about building on strong foundations. We already have an experienced commercial team in place, and bringing Anna, Maddy and Kim into the leadership group allows us to further develop a true centre of excellence across EMEA. Together with our existing leaders across sales, revenue, reservations and distribution, they will help us drive performance, support our properties and partners, and deliver outstanding value for our owners and our guests.”
Anna Rivers – Head of Marketing, EMEA
Rivers brings more than 18 years of experience across agency and in-house roles, with a proven track record in brand-building, strategic campaigns, and commercial growth. She joins from Viridian Apartments, where she led the group’s rebrand (formerly Flying Butler) and supported the launch of a second brand, Mura Living. Her previous roles include senior marketing positions at memcom, Bauer Media, and MRM UK.
In her new role, Rivers focuses on strengthening Frasers Hospitality’s brand presence across EMEA, driving strategic marketing campaigns that engage both leisure and business travellers. She will also lead initiatives to support new property launches, align marketing activity with commercial goals, and harness data-driven insights to deliver innovative, results-led campaigns.
Rivers said: “I’m excited to join Frasers Hospitality at such an ambitious and innovative stage for the business. I look forward to leading marketing initiatives that strengthen our brands, engage audiences, and support the company’s properties across EMEA.”
Maddy Faulkner – Head of Reservations, EMEA
Faulkner joins Frasers Hospitality with a strong background in reservations management, guest experience, and operational excellence. Most recently, she held a leadership role at Virgin Limited Edition, overseeing reservation functions for luxury hotels across the globe. She has a proven record of developing high-performing teams and enhancing customer touchpoints across multiple regions.
In her new role, Maddy will lead the development and implementation of a centralised reservations function for the EMEA portfolio. Her focus will be on improving consistency, streamlining processes, and elevating service delivery to support commercial performance and enhance the guest journey.
Faulkner said: “It’s a privilege to join a team with such ambition and I am looking forward to elevating our reservations capability across the region to support our commercial goals, building collaboration and momentum across EMEA.”
Kim Winter – Director of Sales, Global Accounts
Winter brings 16 years of experience across the serviced apartment sector, with roles spanning both operations and sales at brands including Adagio Aparthotels and, most recently, edyn. She has a deep understanding of corporate travel, global account management, and the extended-stay market.
As Director of Sales – Global Accounts, Kim will focus on developing and growing key accounts across the EMEA region, with a strategic push to drive production across the portfolio. She will also lead efforts to strengthen relationships with TMCs, increase consortia and corporate production, and manage key RMC partnerships. Kim will work closely with regional teams to enhance collaboration and deliver a unified commercial approach.
Winter said: “Frasers Hospitality has an incredible portfolio and a strong reputation in the extended-stay and hospitality space, and I’m thrilled to be part of the next phase in strengthening market position. I’m looking forward to deepening relationships with our global partners, driving production across the region, and working closely with teams to deliver a unified, high-impact sales strategy.”
These appointments follow that of Darryl Walker, who became EMEA Commercial Director in July 2025. The expanded leadership structure complements an experienced regional commercial team, including Alex Gonzalez, Director of Sales EMEA; Lena Kretschmer, Director of Sales Germany; Rebecca Lloyd, Head of Revenue, Reservations & Distribution; and Laure Selle, Cluster Revenue Manager. Together, the team brings deep market knowledge and operational expertise across key EMEA territories, with a shared focus on revenue optimisation, strategic partnerships and distribution to ensure consistent performance and local market strength across the portfolio.
Back row (L-R): Kim Winter, Laure Selle, Alex Gonzalez, Lena Kretschmer
Front row (L-R): Anna Rivers, Maddy Faulkner, Rebecca Lloyd, Darryl Walker
