SBTA recruits Fredrik Hermelin as new General Manager



SBTA has recruited Fredrik Hermelin to replace Lotten Fowler as General Manager for SBTA (Swedish Business Travel Association). Fredrik will be leaving CWT and his position as Senior Director, Global Sales to join SBTA in April.


Based in Stockholm, Fredrik has been part of the global commercial team at CWT with a special interest in the ongoing joint travel & meetings transformation, strategic programs, and the incredible technology innovation which is currently happening globally.

Fredrik has been active in the travel and hospitality industry since late 1990’s, and has been in leading positions at KLM, British Airways, American Express Business Travel and since 2015 at CWT. He joins with more than 20 years of experience within the Business Travel, Meetings & Events, both operationally and commercially.

Fredrik has a natural passion for the ongoing paradigm shift in travel and meetings and has focused on finding innovative solutions enabling people to travel & meet in a more meaningful way, either face to face, virtual or in a hybrid setting.

Apart from the corporate world, Fredrik also frequently leads mountain related expeditions in the Nepal, Africa, Scotland, and the Swedish backcountry.

SBTA Chair Mats Lagerholm says “We are very excited to have Fredrik onboard! His experience and enthusiasm give the board confidence that he is the right person to develop SBTA in the coming years.”

Lotten Fowler, who is leaving the association after 12 years, is impressed at the number and quality of all candidates who applied and that “Fredrik is just what SBTA needs!”

SBTA - Swedish Business Travel Association

Box 807, SE-101 36 STOCKHOLM

 +46 (0)8 410 800 92

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