Former SAS CEO Annelie Nässén, with solid leadership experience from the travel industry and retail, will lead this development. Her task will be to lead the continued change work that FOREX is undergoing with business acumen, digitalization, growth and consideration for the customer.

– The recruitment of a CEO with Annelie Nässén's profile says a lot about our initiative. Annelie is an experienced results-oriented change leader and a "people person" with broad experience from digital transformations and driving development and results through innovation, strong teams and an inclusive culture. Her clear and present leadership combined with a genuine interest in customers, employees and business acumen will provide results and energy to the transformation that FOREX has begun, says Chairwoman Beth Friberg.

– I am very happy and grateful to have the opportunity to lead FOREX in this exciting new phase, says Annelie Nässén. The travel industry is currently experiencing a strong recovery and FOREX is doing absolutely right to return to the brand's heritage and myth – the journey. Based on the strength of the brand, the solid competence of the employees and the company's strong core product, there is a fantastic opportunity that also opens up for more products and services within the travel segment.

According to press release