Wrahme to leave Hurtigruten after clash with CEO

“At the end the personal chemistry no longer worked so well”
After just two years as commercial director at Norwegian ferry company Hurtigruten, Swedish cruise veteran Magnus Wrahme is leaving after disagreements with the firm’s chief executive, Daniel Skjeldam.
“Daniel Skjeldam and I agreed that it is best to go our separate ways,” Wrahme told Travel News.
Wrahme has a long career in the international cruise industry. After 14 years at Royal Caribbean he left a top job in Miami to return to Scandinavia, where he was recruited as Hurtigruten’s commercial director in spring 2013.
Wrahme set about renewing and expanding the company’s global sales organisation, among other things launching a sales office in the United States. At other international offices, staff were replaced.
“Many offices did not really have a commercial focus,” he explained.
But he held different views with Skjeldam on how to reorganise commercially and how to reach customers.
“Hurtigruten possibly needs a different kind of leadership to the one I represent, especially when you are in an explosive phase. Every era has its leadership, and when I came it was very chaotic, a poorly managed company. Daniel and I worked closely together and managed to make Hurtigruten profitable for the first time in a decade, raising the brand globally and making it an exciting destination. But at the end the personal chemistry no longer worked so well,” he told Travel News.
The new strategy, where Hurtigruten is marketed as an adventure and expedition experience, is still firm, he emphasised.
Magnus Wrahme will now return to his own consulting company, Nautica Consulting, to provide advice in the cruise and tourism sector nationally and internationally. He will also assist his wife’s relatively new agency Art of Travel.
“I’ve been running hard in the business and travelled over much of the world to take Hurtigruten’s foreign offices to a new level. Now I can spend more time with my kids, who I’ve seen too little of, and take a longer summer vacation. I already have a few projects in the works as a consultant, but now I’m taking things more slowly.
Travel News
[pictured: Magnus Wrahme; photo courtesy Hurtigruten]


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