Bio

Tomas Bäcklund is the Chief Marketing Officer at Elite Hotels of Sweden, a leading premium hotel group with 39 properties across 25 destinations. With a passion for travel and hospitality, Tomas has driven transformative marketing strategies that blend personalization, sustainability, and digital innovation to elevate guest experiences. Since joining Elite Hotels in November 2020, he has led the marketing team and in-house agency, spearheading initiatives like the launch of Ad Astra by Elite, Vana Spa, and INDIA’s, which have redefined the brand’s customer journey. His leadership has earned him the prestigious 2024 Growth Award at Resumé’s Sweden’s Best Marketers Gala for breaking down silos and driving profitable growth through customer-focused strategies.

With over a decade of experience in marketing, digital transformation, and business development, Tomas previously held roles as Head of Business Development at River, The Agency, working with brands like Klarna, Nike, and Mazda, and as Country Manager for the Nordics at Niteco. His strategic vision and ability to align cross-functional teams have positioned Elite Hotels as a leader in Sweden’s hospitality industry, emphasizing authentic, experience-driven guest interactions.

Key Achievements

• Award-Winning Leadership: Recipient of the 2024 Growth Award for driving Elite Hotels’ brand strategy and customer experience transformation.

• Innovative Campaigns: Led marketing for Ad Astra by Elite, a destination hotel with cinema, spa, and unique dining, shifting the focus from traditional hospitality to immersive experiences.

• Sustainability Focus: Oversaw Green Key certification for all Elite Hotels, earning recognition as two of Sweden’s most sustainable hotels in 2022 by Lifestyle Magazine.

• Team Expansion: Strengthened Elite’s marketing department with key hires like Lyndon Wells and Anna Stoltz, enhancing digital customer journeys and strategic sponsorships.