Sofia is based in Stockholm and is responsible for event sales in EMEA at Amex GBT Meetings & Events, where she leads a team of salespeople across Europe.

She has spent the last 17 years in the travel and event industry in various commercial roles, and is passionate about sustainable meetings that deliver results. When she’s not working, she enjoys spending time with family and friends, and appreciates adventures, good food, and long runs in the forest.

Anna Westerberg is the Director of Sales Cluster Mid/North in Sweden at Strawberry.

Anna is a commercial executive with a proven track record in the hospitality industry, showcasing expertise in leading Management Teams, Sales, Hotel Management, Event Management, and Business Development. Throughout her leadership journey, Anna has excelled in guiding teams, coaching individuals, and spearheading sales teams with a keen focus on navigating through change effectively.

Known for her commitment to assignments and a dedication to driving development, progress, and change management initiatives, Anna has earned recognition for her leadership skills. She believes that leadership extends beyond achieving results; it involves creating an environment where others can thrive.

With over 30 years of experience in leading positions within hotels and restaurants, Anders Johansson has pioneered revenue management principles in the hospitality sector since the late 1980s. In addition to his role at Demand Calendar, Anders has been a consultant for the past ten years, assisting businesses in creating business models, visions, and brands and increasing revenue streams.

Anders has also been sharing his extensive knowledge as a lecturer for 18 years, teaching two 5-week courses in Strategic Revenue Management at the School of Hospitality, Culinary Arts & Meal Science at Örebro University in Sweden.

Furthermore, Anders has held various board member positions in notable companies such as Forenom, InnSpire, Kämp Collection Hotels, and Bohemia Properties.

Anders holds an International Business, accounting, and finance degree from the Stockholm School of Economics. Today, Anders is the CEO of Demand Calendar, a company dedicated to helping commercial teams in the hospitality industry optimize revenue streams and increase profitability.

Ann Fransson currently serves as the Sales Manager at Marholmen, a hotel specializing in leisure, wellness, and meetings.

With over 15 years of experience in the hospitality industry, Ann has worked in various roles including events, reception, reservations, hotel management, and sales.

A fun fact about Ann is that despite her career in hospitality, she has a passion for camping and loves to stay in tents.

Kenth Larsson, with 30 years in the industry, holds the position of Director of Sales at Radisson Blu Waterfront Hotel, Stockholm.

Known for his strategic professionalism, goal-oriented mindset, and innate competitive drive, Kenth has been a steadfast leader within the hotel for three decades. His dedication to excellence and unwavering commitment have made him a cornerstone of the Waterfront team.

Described by his peers as a fun and engaging individual, Kenth naturally commands attention and respect. His ability to foster strong relationships and deliver outstanding results has earned him admiration and trust among his colleagues.

With a solid 14-year background in sales at Thon Hotels, Miriam Alexanders Bråthen is a vibrant sales professional with a deep passion for sales and relationship building.

Miriam is recognized for her sociable and energetic demeanor, and she is dedicated to cultivating strong client connections. In 2023, she was honored with the “Joy Spreader of the Year” award at Thon Hotel Sales, highlighting her positive influence and commitment to her work.

Specializing in B2B sales, solution selling, negotiations, sales management, customer orientation, and relationship building, Miriam brings a wealth of expertise to her role. Her core values of trust, honesty,