Ulrica comes with a solid background from the hotel industry and a strong passion for service and leadership.

With extensive experience in various leadership roles within the hospitality industry, most recently as Restaurant Manager and Acting Hotel Manager, Ulrica has an impressive background in operations and team building skills. She has led successful teams that consistently exceed guest expectations, always ensuring that commitment and care permeate the entire operation.

– We are extremely pleased to welcome Ulrica to Clarion Collection Hotel Smedjan. Her extensive experience in the hospitality industry, passion for exceeding guests' expectations and ability to create a welcoming atmosphere make her a fantastic addition to our team, says Anna Eklund, Operations Director for Clarion Collection Sweden at Strawberry.

Clarion Collection Hotel Smedjan, centrally located in Sandviken, is part of Strawberry's hotel portfolio and is currently undergoing renovation and expansion. The hotel plans to expand its capacity to 114 rooms in 2025 and offers guests a unique experience with everything from cozy rooms to a relaxation area and a restaurant where evening meals are always included in the room price, just like at all Clarion Collection Hotels in the Nordics. Ulrica will play a key role in leading the hotel through this exciting development phase and establishing it as a first-class destination for both business and leisure travelers in the region.

– I am really looking forward to becoming part of Clarion Collection and to leading this fantastic hotel. The opportunity to develop the hotel together with a committed team in a time of exciting change feels incredibly inspiring. Clarion Collection Hotel Smedjan has strong potential to become a natural meeting place in Sandviken, and I am honored to be part of that journey, says Ulrica Birgersson, incoming hotel director at Clarion Collection Hotel Smedjan.

Ulrica will take up her new role on January 1, 2025.