New Executive Roles Unveiled Amid Strategic Restructuring at Core Hospitality

May 1st, 2025

Core Hospitality has restructured and rebranded 14 of its hotels, resulting in new executive roles for key leaders Birgitte Nørgaard and Jytte Vestergaard. Formerly jointly responsible for operations, they now take on specialized director roles to drive growth and operational excellence across 20 Nordic hotels.

New Roles with Sharpened Focus

Jytte Vestergaard – Operations Director, Four Points Flex by Sheraton (Denmark) and Kirk Suites

As the operational leader for the 14 Four Points Flex by Sheraton hotels in Denmark and Kirk Suites, Jytte Vestergaard will be responsible for implementing new brand standards, ensuring operational efficiency, and creating a strong guest experience within the midscale segment.

“It is an honor to lead this new phase for our hotels. Four Points Flex became a key piece of our overall portfolio almost overnight – and with the shift from the economy segment to the midscale segment, we have a solid foundation for future growth. With another hotel opening next year in Glostrup, I look forward to taking on this challenge,” says Jytte Vestergaard.

Birgitte Nørgaard – Cluster General Manager and Operations Director, Upper Midscale (Denmark & Norway)

Birgitte will take on a dual role as Cluster General Manager for Fairfield and Residence Inn by Marriott in Copenhagen and Operations Director for Core Hospitality’s other upper midscale hotels: Moxy Hotels in Tromsø and Bergen, and A Place To Hotel in Esbjerg, which will soon be rebranded to an Element by Westin hotel.

“With this new structure, we can be more agile and place a stronger focus on operational quality. I particularly look forward to developing and strengthening our upper midscale hotels in collaboration with our teams in both Denmark and Norway. Our guests demand quality and authenticity, and we are ready to deliver exactly that,” says Birgitte Nørgaard.

Strengthened Leadership Structure to Ensure Growth and Differentiation

With this new structure, each segment – midscale and upper midscale – will have dedicated leadership anchored in local and international Marriott brand standards. This makes Core Hospitality even better equipped to achieve scalable growth, improved guest satisfaction, and strong partnerships.

Focusing on operations and segmentation, Peter Haaber, CEO of Core Hospitality, adds: “As our portfolio grows, it is essential that our leadership evolves. By appointing Jytte Vestergaard and Birgitte Nørgaard to these new roles, we are committing to higher operational quality and ensuring dedicated strategic focus on our various brands. This strengthens both the guest experience and our partnerships.”

Contact

Sofie Engmose
PR & Social Media Manager, Core Hospitality
sen@coreh.dk
+45 23 36 95 55

Peter Haaber
CEO, Core Hospitality
ph@coreh.dk
+45 51 57 87 00

About Core Hospitality

Core Hospitality is a Danish hotel operator that is independent of brands and flexible to operate under any type of contract. The company can implement and operate whichever brand best suits the property and location of a hotel. Core Hospitality was established by Zleep Hotels and has since established a strong, independent portfolio of hotels: 14 Four Points Flex by Sheraton hotels, two Moxy Hotels in Norway, a Fairfield by Marriott and Residence Inn by Marriott in Copenhagen, the Kirk Suites in Vejle and A Place To Hotel in Esbjerg. Its confirmed pipeline includes Moxy Aarhus and Four Points Flex by Sheraton Glostrup. Read more at corehospitality.dk or follow us on LinkedIn.