Norse Atlantic ASA Appoints Eivind Roald as New CEO to Lead Global Expansion Across Europe, U.S., South Africa, and Asia

Published on November 28, 2025

By: Paramita Sarkar

Norse Atlantic ASA, the fast-growing airline known for its premium long-haul travel model, has appointed Eivind Roald as its new President and Chief Executive Officer, effective immediately. Roald, who succeeds founder Bjørn Tore Larsen, brings over 30 years of executive leadership experience in the aviation, technology, and commercial sectors. This change in leadership signals a new chapter for Norse Atlantic as it continues to challenge the traditional boundaries of affordable long-haul travel between Europe, the U.S., South Africa, and Asia.

What Led to This Appointment?

Eivind Roald’s appointment follows the strategic decision by Bjørn Tore Larsen, Norse’s founder, to transition from his role as CEO to take on the position of Chairman of the Board. Roald’s vast experience in aviation and commercial transformation is seen as key to the next phase of Norse Atlantic’s growth. His previous roles include serving as Managing Director of Hewlett-Packard, Executive Vice President at SAS, and CEO of QNTM Group, alongside a recent tenure at CRST Advisory, where he worked with companies in turnaround and transformation using AI and technology.

Roald’s leadership in the aviation industry, particularly his pivotal role in SAS’ commercial turnaround, positions him as an ideal choice to lead Norse Atlantic, which has grown rapidly in recent years, especially with its modern fleet of Dreamliner aircraft.

Where Does Norse Atlantic Operate?

Norse Atlantic ASA has established itself as a global challenger in the premium long-haul travel sector, focusing on offering affordable flights with a high level of service. The airline operates an advanced fleet of Dreamliner aircraft that flies between major European cities and key destinations in the United States, South Africa, and Asia.

As the airline continues to expand its reach, Roald’s leadership will be instrumental in growing Norse’s footprint in these highly competitive markets. The United States remains a core market for Norse, with the airline offering flights from major European hubs to cities like New York, Los Angeles, and Miami. Additionally, the company has expanded into markets such as South Africa and Asia, providing affordable options for both leisure and business travelers.

When Will Eivind Roald Take Over as CEO?

Eivind Roald’s appointment as CEO was announced on November 28, 2025, and he assumed the role immediately. The transition marks a significant shift for Norse Atlantic, which has seen remarkable growth under the leadership of Bjørn Tore Larsen. Roald will now guide the company into a new era of international expansion and operational excellence, with a specific focus on increasing market share in both traditional and emerging travel sectors.

Roald’s background in aviation, particularly his success in driving commercial turnarounds, gives him a unique advantage in navigating the complexities of expanding an airline in the highly competitive international travel market.

Why Is This Appointment Significant for Norse Atlantic?

Norse Atlantic ASA is currently one of the fastest-growing low-cost premium carriers operating long-haul routes. Under Roald’s leadership, the company plans to strengthen its position in key markets, including the United States, South Africa, and Asia. Norse Atlantic’s business model, which blends affordable fares with premium service, has resonated with travelers looking for budget-friendly yet comfortable travel options across long-haul routes.

Roald’s experience will be crucial in guiding the airline through the complexities of scaling its operations while maintaining its competitive edge in terms of both customer experience and operational efficiency. With the airline’s modern fleet of Dreamliners, Norse Atlantic has positioned itself as a global challenger to traditional carriers, providing consumers with more options for affordable and comfortable long-haul travel.

How Will Roald Lead Norse Atlantic Forward?

As CEO, Roald’s focus will be on driving both operational efficiency and commercial success. His deep understanding of the aviation industry, paired with his expertise in utilizing technology and AI, will help Norse continue to adapt to the evolving needs of the global travel market. Roald is also expected to prioritize sustainability as the airline continues to expand its footprint, with the Dreamliner fleet offering some of the best fuel efficiency in the industry.

In his first comments as CEO, Roald acknowledged the company’s strong position in the market, stating that Norse’s modern fleet and business model give it a unique edge over competitors. His role will also involve strengthening relationships with key partners and stakeholders across the airline industry.

What’s Next for Founder Bjørn Tore Larsen?

Although Larsen steps down as CEO, he will continue to play a critical role in Norse’s future as the Chairman of the Board. Larsen, who founded the company, has led Norse Atlantic Airways through its early stages, helping it evolve into one of the most innovative and dynamic airlines in the long-haul market. As Chairman, Larsen will continue to support Roald and the broader team, offering his expertise and vision as the company moves into its next phase of growth.

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Conclusion: A New Chapter for Norse Atlantic

With the appointment of Eivind Roald as CEO, Norse Atlantic ASA is set to continue its rapid growth and evolution in the competitive long-haul travel market. Roald’s extensive experience in aviation, commercial transformation, and technology gives the airline the leadership it needs to capitalize on its modern fleet and premium service model. Under Roald’s guidance, Norse is poised to expand its reach and strengthen its position as a key player in global aviation.