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Join us for a Power Breakfast in Stockholm

HSMAI Europe Power Breakfast in Stockholm! This meeting offers a unique opportunity for hospitality professionals to gain insights and navigate The Evolving Landscape of MICE Sales

📅 Date: Thursday, 29 August, 2024
🕒 Time: 08:00 – 11:00
📍 Venue: Clarion Hotel, Stockholm, Sweden
🏢 Address: Ringvägen 98

Get ready for an enlightening morning at the HSMAI Europe Power Breakfast in Stockholm, designed specifically for you as a hospitality professional keen on keeping up with the latest trends in MICE sales. This meeting is the perfect platform to explore new strategies, understand industry shifts, and connect with peers.

Join us for an exciting and educational morning including networking opportunities with like-minded individuals. This event is free to attend, making it an exceptional opportunity to participate in our local events. 

*For more information on how to become a member, please contact us at or read more about membership here.


08:00 – 08:30 

Breakfast and Registration

08:30 – 08:45 

Welcome from HSMAI

08:45 – 09:15 

Trends in the Meetings and Events Industry – From an Agency Perspective

By Sofia Eriksson, Director of Sales, EMEA at Amex GBT Meetings & Events

Sofia will share the trends Amex GBT Meetings & Events is observing in how clients meet, what the current trends are in meetings and events, and what is important to clients in terms of choosing destinations and hotels. From a sales perspective, Sofia will also discuss trends in client behaviour and inquiries, and how we can remain relevant as providers in the meetings and events sector.

09:15 – 09:30 

Coffee Break

09:30 – 10:00 

Strawberry – MICE and B2B Sales

By Anna Westerberg, Director of Sales Cluster Mid/North in Sweden at Strawberry

Anna Westerberg will talk about how Strawberry works with B2B and MICE sales. Gain valuable insights into the world of business-to-business sales and meetings, incentives, conferences, and exhibitions (MICE) as Anna shares her expertise and experiences.

10:00 – 10:30

Panel Discussion: The Evolving Landscape of MICE Sales

Join the discussion with our three industry experts, Ann Fransson, Director of Sales at Marholmen, Kenth Larsson, Director of Sales, Radisson Blu Waterfront Hotel Stockholm and Miriam Alexandersen Bråthen, Director of Sales at Thon Hotels. The moderator of the panel is Anders Johansson, CEO at Demand Calendar/Hospitality Visions and member of the HSMAI Europe Region Nordic Advisory Board.

10:30 – 11:00

Wrap up and final networking


Sofia Eriksson, Director of Sales, EMEA at Amex GBT Meetings & Events

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, Director of Sales Cluster Mid/North in Sweden at Strawberry

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.

Anders Johansson, CEO at Demand Calendar

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, Director of Sales at Marholmen

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, Director of Sales, Radisson Blu Waterfront Hotel Stockholm

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.

Miriam Alexandersen Bråthen, Sales Manager at Thon Hotels

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,

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