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.
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 has led cross-functional teams to achieve impactful results. Hoff most recently served as director of strategy and business development within Møller Mobility Group. Prior to that, she was in the same field at WiMP Music (now Tidal) and Orkla ASA. She has also worked on several strategy, and marketing and sales projects with multinational clients during her time at McKinsey & Company.
Tronsvang, who founded Up Norway in 2016, will transition to CXO. In 2016, dismayed by the superficial travel experiences offered to visitors in Norway, Tronsvang founded Up Norway to showcase a more authentic and sustainable side of her homeland. This new role allows her to focus on her passion for destination and experience development, continuing to shape the company’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. The company’s expansion strategy, guided by B Corp principles, aims to deliver eco-friendly travel experiences without compromising on quality.
For more information, visit www.upnorway.com.
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