Tell us a little bit about yourself
My name is Karin, I was born and grew up in Karlstad, on the shores of Vänern, Sweden's largest lake, but spent my whole adult life in the mountain region of Jämtland, further North. I am a strategic innovator who turns concept into reality. People often describe me as someone with lots of energy, who finds solutions where others see problems, and tends to say yes rather than no.
What led you to discover Your Brand Travel, and what motivated your decision to become a part of the team? Additionally, how long have you been involved with the team?
My colleague Linda and I had the pleasure of having three of Your Brand Travel’s co-founders as students in product development evolution and packaging on a training before Your Brand Travel started. I have been with the team from the very beginning as advisor and even as co-founder.
What role do you currently hold at Your Brand Travel, and what aspects of this role do you find most fulfilling or enjoyable?
My role is to help with a wide variety of topics, from a business development perspective, with a focus on strategic decision-making: where are we going and why? How do we best get there? What risks and opportunities exist along the way? That's also what I absolutely like the most - being involved from the start in a new way of approaching an existing market - creating completely new values and strengthening existing ones.
What do you think sets Your Brand Travel apart in the travel and experience industry?
Basically everything... We give those who travel and experience the world the opportunity to do so together with the brands and products they like the most. At a time when value-driven brands are booming, we also enable their customers to strengthen and live those values all the way, not just by buying the products.
What is your previous experience in the travel industry?
I was literally born in the travel industry, as my family owned a travel agency... I then took a different path and educated myself as a political scientist. After a few years in other industries, I decided to changed directions. I have been working for 20 years with destination/company development in the tourism industry, both as an employee and within my own companies. I have overseen major initiatives to transform the tourism industry into the welfare engine it has the potential to be, both at national and at international level. I have also developed over 500 entrepreneurs in product and service development and have been part of the EU Commission's expert group for season extension.
Outside of work, how do you like to spend your free time? Any hobbies or activities that you're particularly passionate about?
During my free time, I am mostly with my family and our four-legged members, horses and dogs. Living in Åre, most activities involving the mountains are usually on the agenda - whether it's skiing, trail running, mushroom picking, or hunting and fishing. Otherwise, I enjoy hanging out at our summer place by lake Vänern, and if I am traveling abroad, Northern Italy is always a favorite! I like to get involved in issues where I can contribute to development and have been working on voluntary boards for years, in areas such as Young Entrepreneurship, Ethical Horse Management, and rural development.
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