Areka Names Industry Expert Lotten Fowler to Grow the Nordics Region

FOR IMMEDIATE RELEASE
March 11, 2025

 

                                                                            AREKA NAMES INDUSTRY EXPERT TO GROW THE NORDICS REGION

                               Lotten Fowler assumes Vice President role, responsible for growth across Sweden, Denmark, Norway, Finland and Iceland

Paris, France, March 11, 2025– Areka, a global leader in corporate travel, expense, and meetings since 2011, proudly announces the appointment of Lotten Fowler as Vice President of the Nordics Region. With more than 25 years of experience in the travel industry, Fowler will lead the growth and development of the consulting services for clients across Sweden, Denmark, Norway, Finland and Iceland.

“I’m excited to join Areka as VP Nordics, as I firmly believe in the unique, independent approach they offer in consultancy services”, said Fowler. “I look forward to driving growth, establishing a strong presence in this region, and bringing innovative solutions and exceptional value to future clients.”

Bringing a wealth of experience to her new role, Fowler held various leadership positions in the hotel industry, and has also contributed to the growth of the Swedish Business Travel Association (SBTA) over 12 years. In 2022, Lotten co-founded BT4Europe to give a stronger voice to thousands of corporations buying business travel at a European level.

Fowler will report directly to Aurélie Duprez, Founding Partner of Areka. “Lotten’s experience and knowledge of the Nordics market will bring immense value to our clients and our broader team,” said Duprez. “Bringing senior expertise to our clients has always been our key focus at Areka. Because of the specificities of the Nordics countries, we felt that hiring an experienced professional such as Lotten would make a difference for our clients. Followng key hires in the DACH and US markets last year, we are happy to continue rolling out a fast-paced global growth strategy.”

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Areka is an independent firm providing customized, end-to-end business travel management services to organizations worldwide. Areka’s aim is to empower travel managers and buyers to reach higher performance targets across all areas of their travel program, including corporate travel, expense, and strategic meetings management.



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Charlie Bacharach, Senior Vice President of North America

Charlie Bacharach is Senior Vice President of North America, for Areka, based in New York. He has spent the last 20 years helping clients to advance their corporate travel programs by introducing new technologies, implementing innovative practices, and aligning mobility solutions to the needs of corporations and other organizations. His expertise extends to program design, booking tools and travel technology, supplier management and sourcing, as well as project management and change management.

Charlie has an established record of rapidly growing and scaling businesses in the travel sector, while delivering world-class services and project execution to his global clientele. Having held executive leadership positions with Orbitz for Business, Travel Leaders Corporate and Egencia, he has helped hundreds of companies transform their management of corporate travel spend, from first-time program implementations to global standardization of processes and procedures.

When he is not helping clients solve their travel management challenges, Charlie practices yoga and martial arts. He also enjoys golf, cooking and following New York-based sports teams. Though his wife and two children are pressing him to modernize his playlist, Charlie continues to be a die-hard fan of the Allman Brothers, Steely Dan, and the Rolling Stones.