SBTA has recruited Fredrik Hermelin to replace Lotten Fowler as General Manager for Swedish Business Travel Association (SBTA). Fredrik Hermelin will be leaving his position as Senior Director, Global Sales at CWT to join SBTA in April.
Based in Stockholm, Fredrik has been part of the global commercial team at CWT with a special interest in the ongoing joint travel and meetings transformation, strategic programs, and the advancing technology innovation which is currently happening globally.
Fredrik Hermelin has been active in the travel and hospitality industry since the late 1990s and has been in leading positions at KLM, British Airways, American Express Business Travel and most recently at CWT, since 2015. He joins with more than 20 years of experience in Business Travel and Meetings and Events, both operationally and commercially.
Fredrik Hermelin has a natural passion for the ongoing paradigm shift in travel and meetings and has focused on finding innovative solutions enabling people to travel and meet in a more meaningful way, either face-to-face, virtually or in a hybrid setting. Outside the corporate world, he also frequently leads mountain-related expeditions in Nepal, Africa, Scotland, and the Swedish backcountry.
SBTA Chair Mats Lagerholm says “We are very excited to have Fredrik onboard! His experience and enthusiasm give the board confidence that he is the right person to develop SBTA in the coming years.”
Lotten Fowler, who is leaving the association after 12 years, is impressed at the number and quality of all candidates who applied and says that “Fredrik is just what SBTA needs.”
SBTA, Swedish Business Travel Association, is an organisation whose goal is to support its members – buyers and suppliers – in matters concerning business travel and meetings. SBTA has around 250 member corporations that account for approximately 75 per cent of business travel and meetings spending in the country.