SAS appoints Peter Cabello Holmberg as new Chief Information Officer

Scandinavian Airlines (SAS) announced on October 3, 2024, the appointment of Peter Cabello Holmberg as its new Chief Information Officer (CIO). Holmberg will officially take on his new role on November 1, 2024, tasked with leading the airline's digital transformation efforts. His focus will be on advancing digital solutions, enhancing operational efficiency, and driving innovation to support SAS's future growth.

Holmberg brings extensive experience in technology leadership and steering global digital transformations, most recently serving as Chief Digital Officer at Fiskars Group. In that role, he was instrumental in accelerating digital transformation, growing direct-to-consumer channels, and improving operational efficiency. His background also includes leadership positions at Pandora and GN Group.

A key aspect of his hiring is his commercial acumen and experience in the fast-moving consumer goods and retail sectors. SAS aims to adopt best practices from these industries, particularly in how technology can elevate the customer experience. Holmberg was recently nominated as Denmark's CIO of the Year.

SAS President and CEO Anko Van der Werff highlighted the significance of Holmberg's appointment during a period of industry evolution. "Peter's vast experience in driving digital innovation will ensure that we not only meet but exceed our customers' expectations," Van der Werff stated. Holmberg expressed his enthusiasm for joining SAS and contributing to a more connected and efficient travel experience through digital initiatives.