A male speaker in a dark jacket gestures upwards while speaking into a headset microphone.

HOTEL LEADERSHIP: Petter Stordalen speaks about the value of surrounding himself with people who bring expertise and fresh perspectives.

Photo: Press Image

Petter Stordalen: “I have no plans to know it all”

Strawberry celebrates its 30th anniversary in October. But Petter Stordalen does not seem particularly interested in sitting back and concluding that he knows the hotel industry. Quite the opposite.

Camilla Jonsson Camilla Jonsson

Published 1 October 2026 - 10:22

artificial intelligence leadership hotel industry hotels strawberry petter stordalen

Leende kvinna i svart klädsel sitter i en hotellmiljö med en blomsterbukett bakom sig.

“We are a boutique hotel in a large suit” – how she plans to boost Sheraton’s business

Following an investment of SEK 450 million, Sheraton Stockholm is moving from being a business hotel to a lifestyle hotel. Now comes the task of getting the market to pay for its new position.

Petter Stordalen: “I have no plans to know it all”

Handfat med tvålpump i en flygplanstoalett.

SAS with a new soap-savvy partner

En ljus restaurang med dukade bord, blå stolar, stora fönster och hängande lampor.

Hotels and restaurants buck the trend as bankruptcies decline

The total number of corporate bankruptcies in Sweden rose by 4 per cent in September. At the same time, bankruptcies in the hotel and restaurant sector fell sharply.

Erling Haaland framför ett flygplan i rödvit färgsättning.

Haaland’s ponytail could prove costly for Norwegian

A Norwegian court may now have to decide where the line is drawn when using a well-known person’s distinguishing features in marketing.

Tre separata porträtt av två män och en kvinna mot neutrala bakgrunder.

Braathen: “Spend the money on flights – not empty airports”

The role of aviation in Sweden must be strengthened, but opinions differ on how this should be done.

Leende man med glasögon och svart skjorta står i en ljus kontorsmiljö.

Avionero cancels Spotlight listing

The company failed to reach the minimum threshold of SEK 6 million in the share issue intended to finance the listing.

Kryssningsfartyget Norwegian färdas på havet i kvällsljus.

Norwegian Cruise Line beats forecast

The fact that revenue performance is now looking better than expected therefore provides some relief for the company after a year in which demand and revenue have been under pressure.

Man i kostym står framför ett passagerarflygplan på en flygplats.

Inquiry: State should take over nine regional airports

Nine regional airports are proposed to come under state ownership. Bromma Airport's future, however, remains open.

Jonas Siljhammar in a navy suit standing with folded arms outside a city storefront.

Siljhammar takes a leading role at Stureplansgruppen

After eight years as CEO of Visita, Jonas Siljhammar moves on to a new senior role in the hospitality industry.

Jeroen de Swart and Lars Löfgren stand with folded arms in a bright, plant-filled office.

Sunweb gets permanent CEO after several leadership changes

Jeroen de Swart becomes the new CEO of Sunweb Group on 1 November. He comes from the role of CFO and succeeds acting CEO Lars Löfgren, who returns to his role as chair of the board.

En man sitter bakom ett skrivbord i en blå resebyråmiljö med kampanjlogotypen The Introvert Travel Agency.

Visit Sweden launches travel agency for introverts

Personal space, silence and fewer crowds are set to attract international tourists to Sweden. Visit Sweden is turning Swedish seclusion into an international selling point.

Naval officer adjusting a peaked cap as colleagues smile behind him.

SAS sharpens its Scandinavian profile

SAS turns 80 and launches a new brand platform: “Scandinavian as Standard”. “Smart to associate itself with Scandinavia,” says communications expert Charlie Stjernberg.