Sara will focus on advancing the chain's position digitally and further developing the chain's focus on local entrepreneurship and the creation of personalized hotel experiences and meeting places. Sara most recently came from Telenor and Ving.

It is now clear that Sara Hallsund will become Marketing Manager for Best Western Hotels & Resorts in Scandinavia, the world's largest chain of privately owned hotels.

Sara will, among other things, work on advancing Best Western's position digitally and clarifying Best Western's unique focus on privately owned hotels that offer a personal and locally-focused hotel experience.

– We have a very positive development with new hotels and are implementing major investments in a number of areas such as our digital platform, our brand and the loyalty program. It is therefore fantastic to welcome Sara, who is exactly the right person to lead these investments in the future, says Johan Michelson, Sweden Manager Best Western Hotels & Resorts.

– I look forward to being part of the world's largest hotel family. For me, it's about continuing what Best Western is doing so successfully today – building world-class customer relationships with a local twist. We will also work on our digital footprint with all the exciting opportunities that are out there. So keep your eyes and ears open, says Sara Hallsund

Sara will take up her role at Best Western on March 19, 2018. Sara most recently comes from Telenor where she worked as Head of Marketing Communication.