Scandinavian luxury travel Curator Up Norway announces executive changes

OSLO, NORWAY – Sustainable luxury travel curator Up Norway has appointed Karoline Hoff as Managing Director. At the helm since the company’s inception in 2016, founder Torunn Tronsvang will transition to Chief Experience Officer (CXO). Reflecting its commitment to long-term growth and innovation in the luxury travel industry, the change is rooted in Up Norway’s mission to create memorable travel experiences that combine luxury with Norwegian culture, all at a value for travelers.

“Up Norway’s leadership transition underscores our commitment to becoming the leading expert in value-driven luxury travel. Karoline’s strategic expertise guiding our growth allows me to focus on innovating exceptional travel experiences and inspiring positive change through our journeys,” says Tronsvang.

Hoff’s background includes leadership roles in strategy and business development, marketing and customer experience, and digital transformation. With a focus on customer-centric approaches and expertise in project management, strategic planning, and team building, she’s led cross-functional teams to achieve impactful results. Hoff most recently served as Director of Strategy and Business Development at Møller Mobility Group. Prior to, she was in the same field at WiMP MUSIC (now Tidal) and Orkla ASA. At the latter, she orchestrated a groundbreaking distribution partnership between Orkla and PepsiCo, amounting to a retail sales value of 1 BNOK+. She’s also delivered actionable insights and recommendations to multinational clients at Mckinsey & Company. Hoff holds Bachelor and Master degrees in Financial Management from The Norwegian School of Economics and Business Administration (NHH).

“Hoff’s leadership will be instrumental in refining our strategic direction and meeting the increasing demand for value-driven travel experiences that reflect Norwegian authenticity, respect for nature, and community engagement,” says Up Norway Board Director Erik Jakobsen.

“I’m thrilled to join Up Norway and lead the team in creating unforgettable experiences for our travelers. I’m incredibly impressed by what the team has accomplished so far, and I’m excited to be part of this journey to make Norway the world’s most attractive travel destination,” says Hoff.

Tronsvang, who founded Up Norway in 2016 and has been a driving force behind its growth, will transition to Chief Experience Officer (CXO), a move initiated by Torunn herself. In 2016, dismayed by the superficial travel experiences offered to visitors in Norway, Torunn founded Up Norway to showcase a more authentic and sustainable side of her homeland. Under her leadership, Up Norway has become the top sustainable luxury travel curator in the country, introducing quality-conscious international travelers to unique Norwegian experiences through bespoke itineraries that promote local Scandinavian culture. Committed to creating high quality guest experiences, Up Norway has been recognized as an A-List Travel Advisor by Travel + Leisure, named one of Conde Nast Traveler’s Top Travel Specialists, recognized as a Wendy Perrin Trusted Travel Expert, and is the first and only Norwegian travel company to be Travelife and B Corporation certified. This new role allows Tronsvang to focus on her passion for destination and experience development, continuing to shape Up Norway’s offerings and working closely with local experience providers and partners.

“I am excited about my new role as Chief Experience Officer,” said Tronsvang. “This transition is part of our vision for the company’s future. I will focus on leveraging our expertise to create exceptional travel experiences that inspire positive change. Collaborating with Karoline will be vital as we advance our mission to make Norway the world’s most attractive travel destination.”

In 2024, Up Norway has already welcomed five new hires, reflecting its strong growth and increasing demand. The company’s expansion strategy, guided by B Corp principles, aims to deliver unique, eco-friendly travel experiences without compromising on quality. These leadership changes position Up Norway to set new standards in the luxury travel industry while upholding its core values.

The article Scandinavian luxury travel Curator Up Norway announces executive changes first appeared in TravelDailyNews International.