Winn Hotel Group is strengthening its group management and has appointed Pernilla Sjöberg as the new Chief Commercial Officer (CCO). She took up the role on 1 June 2026 and will have overall responsibility for the group's commercial operations, with a focus on sales, marketing, revenue management, digital development, and business support.
The appointment is an important step in Winn Hotel Group's continued development and ambition to further strengthen its commercial power at a time when data-driven decisions, strong customer relationships and close interaction between hotels and central functions are becoming increasingly important for creating sustainable growth and long-term profitability.
Pernilla Sjöberg joined Winn Hotel Group at the beginning of 2025 and has since held a leading role in sales and commercial development. Through close collaboration with hotel directors, the sales organisation, and partners, she has been instrumental in developing new working methods, strengthening the commercial structure, and contributing to increased business acumen within the organisation.
– We are very pleased that Pernilla is now taking on the role of Chief Commercial Officer. Since she joined Winn Hotel Group, she has demonstrated strong business acumen, inclusive leadership, and an impressive ability to translate strategy into tangible results. She has a genuine commitment to our hotels and a clear understanding of how central functions can create real value for the business. These qualities make her absolutely the right person to lead our commercial work forward, says Per Keller, CEO, Winn Hotel Group.
As CCO, Pernilla Sjöberg will be responsible for the continued development of the Winn Commercial Team (WCT), where sales, marketing, revenue management, digital development, and business support will be brought together in a common commercial organisation. The mission is to create an even more integrated business platform that strengthens the hotels' competitiveness and drives increased profitability across the entire portfolio.
– It feels both inspiring and an honour to be entrusted with leading Winn Hotel Group's commercial work. For me, the role is about creating the best possible conditions for our hotels to succeed. Through close collaboration between sales, marketing, revenue, and digital development, we can create greater business impact, clearer priorities, and even better experiences for our guests and customers. I look forward to continuing to develop this work together with our fantastic teams around the country, says Pernilla Sjöberg.
The recruitment is part of Winn Hotel Group's long-term commitment to strengthening the group management and creating an even clearer link between commercial strategy and operational activities. With Pernilla Sjöberg as CCO, the group continues its work to develop the business, strengthen its market position and create sustainable growth for the entire hotel portfolio.
