Helle Lydum Pedersen

New Sales Director to growing hotel operator

September 4th, 2019

The Danish hotel operator Core Hospitality is growing its sales department by hiring an experienced Sales Director from the airline industry. Helle Lydum Pedersen is the new profile that will support the young and fast-growing organization.

Core Hospitality has only been established for two years but is busy developing its portfolio. This year alone, the organization has opened a Moxy hotel in Copenhagen, rebranded a hotel near Copenhagen Airport, begun renovating two of its hotels, and confirmed two new projects in Norway. Helle Lydum Pedersen has been hired as Sales Director and will take the lead in optimizing the sales strategy and sales activities for all hotels. Helle has 25 years of experience with sales and marketing, most recently working 15 years for Brussels Airlines as, among others, Head of Sales and Marketing in the Nordics. With her background, Helle will surely play a key role in Core Hospitality’s future.

We have hired Helle for two reasons. First, we need to add more competences to our sales department, and we are of the belief that Helle is well-qualified for this responsibility. Second, Helle’s personality matches our values and culture, which is reflected in her humor and trustworthiness,” says Per Denker Sørensen, CEO of Core Hospitality.

Global salesforce

The existing sales department is made up of one person, Niclas Persson, but the two will not be working entirely alone when it comes to selling the organization’s hotels. Core Hospitality is a franchisee of some of the world’s largest hotel brands, Marriott International and Best Western, through which Helle and Niclas have many colleagues globally that support the sales of the Danish hotels. Denmark’s, and especially Copenhagen’s, hotel market is currently experience a huge surge in capacity and an internationalization of companies, which makes it beneficial to be a franchisee as it ensures higher brand awareness among travelers and offers a strong loyalty program.

I look forward to working with the exciting brands, the opportunities to work with global partners, and to getting a deeper insight in the hotel industry. I am passionate about building relations and establishing agreements that are valuable to all parties. I chose Core because it is in growth and seems to have a very exciting future, which I would very much like to be part of,” says Helle Lydum Pedersen, Sales Director in Core Hospitality.

About Core Hospitality

Core Hospitality does one thing and one thing only: operate hotels. As a Nordic white label hotel operator, it is independent of brands and flexible to implement and manage the brand that best fits the property and location. Today, Core Hospitality operates three hotels: Moxy Copenhagen Sydhavnen, Quality Airport Hotel Dan and Hotel Marina in Vedbæk. Another two Moxy hotels have been confirmed in Bergen and Tromsø, Norway. For more information about Core Hospitality, visit corehospitality.dk.


Helle Lydum Pedersen
Sales Director, Core Hospitality
+45 28 83 88 52

Per Denker Sørensen
CEO, Core Hospitality
+45 50 53 15 44

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