At Hotels.com, our Global Markets team plays a pivotal role in shaping how we show up for travellers around the world. Focused on accelerating growth in our key regions, the team blends deep local insight with global strategy, pairing market data, traveler behaviour, and competitive understanding to make sure our experiences feel genuinely relevant in every corner of the world.

In this blog, we meet Nat and Niina, the duo leading our Nordic markets, to hear more about their work, their journeys, and what it’s like to help power travel from Copenhagen.

Natascha Sorensen | Sr. Global Market Manager Nordics | Copenhagen, Denmark

Niina Pynnönen | Sr. Global Market Analyst Nordics | Copenhagen, Denmark

Tell us about your team.

The main goal of the Hotels.com Global Markets Nordics team is to grow share in our focus markets. We combine geo strategy with market insights to define the right priorities, corridors and local moments, and then collaborate closely with marketing, product, supply and other functions to bring them to life for our markets. What makes us unique is how we connect the dots between global and local: we bring a deep understanding of traveller behaviour and competitive dynamics in markets, such as Scandinavia, into regional planning, and we use that insight to shape initiatives: from local payment methods and loyalty to brand and partnership activations that make Hotels.com feel truly local everywhere we show up. 

Tell us about your roles.

Nat: I own the commercial and strategic agenda for our Scandinavian points of sale, from defining growth priorities to shaping how we show up across channels and local moments. That means using data and traveler insight to spot opportunities. I partner with product, marketing, supply and loyalty to build activation plans, ensuring our customers see offers, payment options and experiences that feel tailored to them. 

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Niina: I help shape how we grow market share by being locally relevant. With an analytical focus, I turn data into insight so we can focus on what moves the needle in our markets, tracking traveler behavior, competitive dynamics, performance, and translating trends into opportunities. I connect customer and competitive insight, to channel performance so our strategy can make the most impact.

What have your career journeys at EG been like so far?

Nat: I joined EG in 2013, and have always focused on the Nordics. I started out in B2B, and later moved to London, learning the B2C side. This allowed me to have a 360 view of how brand, product, supply and marketing combine. I get to use this experience in my current role by representing the Nordics in regional planning, advocate for our travelers and partners, and build growth for Hotels.com in our part of the world.

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Niina: I joined EG in 2025, so I’m still fairly new to the company, but even in a short time, I’ve already worked with supply, marketing, product and analytics, which has given me a broad view of how the business. Moving into the travel industry from retail has been an exciting change, with lots of opportunities. And everyone I have met so far have been incredibly open and supportive.

What is the EG Copenhagen office like?

We’re a small office, so we know each other very well. Coming in each day feels like seeing family. Even with many new joiners over the past year, we’ve kept that close-knit vibe.

We work across multiple teams, which creates great opportunities for collaboration, knowledge sharing and a better understanding of the wider business. Our mix of Danish, Swedish, Icelandic and Finnish colleagues really support our Nordic focus. 

We’re based in a larger shared workspace that hosts lots of great events – from sports and workshops to parties – which is another positive upside. And it’s set in Copenhagen’s unique Meatpacking District, where there are lots of restaurants and cafes close by. 

What makes global marketing at EG exciting?

We work closely with the Hotels.com Global Markets teams across EMEA, the Americas, and APAC to share insights, test ideas, and learn from what’s working in other markets. We then bring those learnings back to our markets to ensure our local strategy stays aligned with the global direction. Nothing is ever standing still, we are constantly evolving and growing which is fun and exciting to be part of. By understanding traveler behavior and market dynamics, we identify where we can be more relevant, from the products we push to the messages and channels we use. This helps us connect Scandinavian travelers with the right stays and experiences at the right time. 

Tell us about an impactful campaign you’ve worked on.

In 2025 we launched local payment methods (Vipps, Mobilepay and Swish) which was a big milestone for us, delivering on local relevance. We see extremely positive adoption rates of these payments, indicating high customer satisfaction. We work with integrated marketing to make our customers are aware that they can now pay choose these payment options. Below is an example sent out via email introducing MobilePay in Denmark and Ad copy in our SEM channel:  

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