SBTA has recruited Fredrik Hermelin as new General Manager, succeeding Lotten Fowler. Fredrik will leave CWT and his current position as Senior Director, Global Sales, and join SBTA in April.l.

Fredrik, who lives in Stockholm, has been part of CWT's global commercial team, with a keen interest in the ongoing transformation of the business travel and meetings industry. Fredrik is also a specialist in strategic programs and the incredibly exciting technology developments that are now taking place both locally and globally.

Fredrik has been active in the travel and hospitality industry since the late 1990s, and has held senior positions at KLM, British Airways, American Express Business Travel and since 2015 at CWT. Now with more than 20 years of experience in both commercial and operational roles.

Fredrik has a natural passion for meetings between people and in the ongoing paradigm shift in the industry, he is particularly driven by finding innovative solutions that enable people to travel & meet in a more meaningful and sustainable way, either in person, virtually or in an exciting hybrid environment. In addition to his role in our daily business world, Fredrik also leads mountain expeditions in Nepal, Africa, Scotland but also in the Swedish mountains.

SBTA Chairman Mats Lagerholm says in a comment that the board is incredibly happy about the recruitment. “Fredrik’s experience and enthusiasm make us feel secure in the knowledge that he is the right person to lead SBTA forward.”.

Lotten Fowler, who is leaving the association after 12 years, says that the number of applications received was surprising in both quantity and quality and that the choice of Fredrik Hermelin is “absolutely right and exactly what SBTA needs”.

According to the press release.