Anna Spjuth has been appointed Chief Executive Officer of BWH Hotels – Scandinavia, taking on the role in August 2026.
Spjuth brings nearly three decades of experience in the Nordic hospitality industry, with a career spanning hotel operations, commercial leadership, brand development and executive management.
Before joining BWH Hotels – Scandinavia, she served as SVP Brand & Concept Hotel Chains at Strawberry, where she led the strategic development of the group’s hotel brand portfolio. During her tenure, she was involved in the creation and launch of Home Hotel and Stopover, while driving brand and concept innovation across the wider Strawberry ecosystem.
Previously, Spjuth was Chief Commercial Officer at Scandic Hotels, where she oversaw revenue management, pricing, distribution, brand, marketing, CRM, loyalty, digital development and e-commerce across six countries.
Her experience also includes serving as Senior Vice President of Comfort Hotel, where she led the brand’s expansion, repositioning and development across the Nordic and Baltic markets. Earlier, she held senior leadership roles with Nordic Choice Hotels, including leading the pre-opening development of At Six, Hobo and Tak in Stockholm, and served as Managing Director of Yasuragi.
Spjuth began her hospitality career with Scandic Hotels, where she held several operational roles before becoming General Manager of Scandic Hotel Malmen in Stockholm.
Her appointment as CEO brings extensive Nordic hospitality, brand and commercial leadership experience to BWH Hotels – Scandinavia.
Congratulations to Anna Spjuth on her new role.
People on the Move is an initiative by Tourism Insights, a SECP-registered tourism think tank and hospitality media platform, spotlighting leadership appointments and career milestones across the global hospitality and tourism industry.
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