Embodying the Nordic style of life

Our brands are curated to tell a story. Much like people, each one has a distinct personality. What they all have in common is the tailor-made guest experience, with quality as its red thread.

Coming from a family of hoteliers, Henrik was basically born and raised in hotels. He is the one overseeing Nordic Hotels & Resorts, steering our ship towards new destinations. Henrik has an extensive background from the hospitality industry, both internationally and within the Nordics. He has acted as Director of Operations for Clarion Hotel in Sweden and Finland, and has worked as Chief Buyer for The Rezidor Hotel Group, working with international brands like Radisson Blu, Park Inn, Regent and Missoni Hotels. His resumé also includes leadership roles in Sweden and Norway within the Norwegian-owned Norlandia Hotels & Resorts.

Fredrik has always loved being where things happen, which might be why his career in hospitality started at only 15. A Bachelor's in Economy and Hospitality took him to Marriott in the US, then to Barcelona, where he spent a decade between the Ritz-Carlton and his own restaurants. Back in Sweden, he joined the opening of Clarion Hotel Post in Gothenburg, rising from F&B Manager to General Manager, before building Nordic Choice Hotels' central F&B organisation across the Nordics. With roots in both hotel operations and competitive handball, he understands the power of teamwork and shared purpose. Fredrik leads the Resort Division with strategic direction, genuine curiosity and an unshakeable belief in the potential of these places.

kai.pasma@nordichotels.com

Few have such a broad hospitality experience as Kai, working both in operational roles and with destination development. His journey in the Nordic Choice Group started in 2005 as Director of International Sales. Over the years, he has held positions at Nordic Hotels & Resorts as Director of Sales, among others. He has previously been a co-owner of ESS Group and led openings of prestigious projects such as the Steam Hotel. Most recently, he comes from a position at Scandic Hotels as Regional Director of Operations.

petri.isomaki@nordichotels.com

Finland is a dynamic, ever-evolving market—and no one is more fit to oversee it than Petri Isomäki. As Vice President Hotel Operations for our Finnish portfolio, he combines a practical approach with strategic vision, always leading with a systematic and efficient mindset. To his role, Petri brings over 25 years of hospitality expertise in operations, sales, and openings, as well as repositionings and rebrandings. He has held an array of senior positions—from General Manager to COO—at major brands, including Radisson Blu, Sokos Hotels, Crowne Plaza, and Marriott.

tore.carlsson@nordichotels.com

If versatility was a person, it would be Tore Carlsson Sægrov. Starting his career as a chef, he has both worked at Michelin restaurants, and serves as a longtime board member of the Norwegian Sommelier Association. Not settling there, Tore also boasts solid knowledge from the hotel industry, having opened landmarks such as THE THIEF and worked as a General Manager at Clarion Hotel Oslo. At Nordic Hotels & Resorts, Tore is the one at the helm of our Norwegian operation, supporting and helping the hotels’ leadership to stay on top of their game.

frida.palsson.werntoft@nordichotels.com

A people person, in the truest sense of the word. Meet Frida Pålsson Werntoft, Nordic Hotels & Resorts’ Director of People Performance. Having worked almost 20 years within the Strawberry Group, Frida’s career spans key organizational roles, often working with strategies across brands, hotels, and countries. Some of her previous roles include General Manager, Culture Officer, Director of Passion, and Director of Culture & Performance. At Nordic Hotels & Resorts, Frida is responsible for leading one of our most important areas—and doing so with a creative approach to problems and a results-driven mindset.

kenneth.hervik@nordichotels.com

To make such a big commercial engine like ours run smoothly, it takes a visionary mind. Enter: Kenneth Hervik, an inspiring leader that thrives in the intersection between digital innovation, revenue, sales and marketing. Kenneth has previously worked at iconic hotels such as The Dorchester in London and the Four Seasons in Berlin, and comes most recently from the role of Regional Vice President Digital EAME at Hyatt Hotels Corporation. At Nordic Hotels & Resorts, Kenneth is the one overseeing the commercial strategy for our unique Luxury and Lifestyle portfolios—always with an eye to the future.

daniel.setekleiv@nordichotels.com

The commercial space is fast paced and ever-changing. At Nordic Hotels & Resorts, Daniel is the one overseeing the commercial strategy for our unique Resorts portfolio. He looks continuously into how we optimize the topline from all commercial disciplines, with the newest data driven insight. His key aspects are to increase both the topline and the guest value, in a fine balance. Additionally, his commercial initiatives are always driven to sustain our vision: the reason to travel. 

martin.melander@nordichotels.com

Money makes the world go round, and no one keeps better track of it than Martin. Joining Nordic Hotels & Resorts in 2013, he splits his time between being Vice President of Finance and Vice President Operations for a section of the NHR portfolio. Martin has extensive knowledge of both starting and running complex financial operations. He has previously acted as Global Responsible Business Controller in pre-opening teams for big brands such as & Other Stories, among others. Got any questions about strategies, work methodology or process leading? Then Martin’s your guy.

henrik.jakobsen@nordichotels.com

An instinctive feeling for creating guest value is the best way to describe Henrik, who focuses on portfolio development. With a finger on the pulse of the lifestyle scene, he is the one responsible for the continuous development of existing hotel brands and individual concepts. He has an international background from Starwood as Head of Food & Beverage for EMEA, working with brands such as W Hotels, Le Méridien, Sheraton and Aloft. He joined Nordic Hotels & Resorts in 2015 as Director of Food & Beverage—being a key player in starting up and ensuring the success of the Brunkebergstorg brands At Six, Hobo and TAK in Stockholm. He has also steered Hobo and TAK as General Manager between 2020–2022.

Few people find their calling at 13, but Maria did, in a restaurant. She went on to become one of Sweden's youngest sommeliers, and has since built a career on her core belief that and shared meals and hospitality are the ultimate ways to discover cultures and bring people together. Her path has taken her through renowned restaurants and concept development roles across the Nordics, most recently as Commercial Food & Beverage Director for Strawberry. Maria supports our resorts in developing their concepts, strengthening the guest journey and each brand's distinct character. After years at group level, she's finally back in resorts.

Turning strategy into measurable results takes analytical precision and a deep understanding of how hotels actually operate. Torstein-Magnus brings both. With a Master's in Business and Finance and experience spanning construction, aviation and insurance, he has built his career around strategy and business performance. At Nordic Hotels & Resorts, he works closely with our resorts and their leadership teams to turn ambitions into action—fast, which is one of the things he values most about the industry. In his experience, the biggest gains rarely come from one bold move, but from many good decisions made consistently over time.