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Annette van den Heuvel has a diverse background in the hospitality industry. Annette began their career as a Reservations Agent at Best Western Hotels in the Netherlands in 1996. From there, they worked their way up through various roles at NH Hotel Group, including Group & Convention Manager and Key Account Manager. In 2008, Annette joined Accor as the Director of Sales for Corporate and Meetings & Events, where they were responsible for sales for 40 Accor hotels in the Netherlands and worldwide. After their time at Accor, they took a sabbatical and then joined Attend! Hospitality at Work as a Business Development Manager, focusing on sales and marketing in the hotel, corporate, and care industries. Most recently, Annette has been serving as the Group Director of Sales at Sircle Collection, where they oversee sales for three hotel brands, three restaurants, and multiple other properties across Europe.

Annette van den Heuvel attended De Rooi Pannen and studied Hotelmanagement in 1996. Annette then completed the International Talent Management programme at NH in 2006. Later, they pursued a General Management master programme at ESCP Europe Business School, Madrid, and graduated in 2007.