Norse Atlantic ASA Appoints Eivind Roald as New President and CEO: The Future of Long-Haul Affordable Premium Travel

Published on November 28, 2025

Norse Atlantic ASA, a growing force in the affordable premium long-haul travel industry, has announced the appointment of Eivind Roald as its new President and Chief Executive Officer. Taking over from founder Bjørn Tore Larsen, Roald brings with him over 30 years of executive leadership experience across aviation, technology, and commercial transformation. This change in leadership marks a new chapter for the airline, which is known for its modern Dreamliner fleet and affordable travel options between Europe and major destinations across North America, Asia, and South Africa.

Roald’s appointment comes at a pivotal time for Norse Atlantic, as the airline continues to disrupt the long-haul travel market with its competitive fares and customer-focused service. With extensive experience in aviation, commercial strategy, and turnaround management, Roald is expected to guide Norse Atlantic through its next phase of growth and innovation. This leadership shift is set to further strengthen the airline’s position in the competitive landscape of global travel.

In the following article, we’ll explore Norse Atlantic’s trajectory, Eivind Roald’s qualifications, and what this leadership change means for the airline’s future.

Key Highlights of the Appointment of Eivind Roald

• Leadership Transition:
  • Eivind Roald succeeds Bjørn Tore Larsen, the founder of Norse Atlantic ASA, as the new CEO.
  • Roald brings more than 30 years of leadership experience, particularly in aviation, commercial strategy, and technology transformation.
• Industry Expertise:
  • Roald has served in senior roles at Hewlett-Packard and SAS, where he was instrumental in the commercial turnaround of the airline, demonstrating his ability to drive growth and improve performance.
• Strategic Vision:
  • Roald’s expertise in utilizing AI and technology for commercial transformation is expected to play a pivotal role in the future of Norse Atlantic, especially as the airline looks to integrate more technological innovations into its business model.
• Norse Atlantic’s Unique Position:
  • Norse Atlantic operates one of the world’s most modern and fuel-efficient fleets of Dreamliners, providing affordable premium long-haul travel options that are not only accessible but also offer superior comfort for passengers.

Why Eivind Roald Is the Perfect Fit for Norse Atlantic

• Proven Leadership in Aviation:
  • Roald’s experience includes serving as Executive Vice President and Chief Commercial Officer at SAS, where he played a crucial role in repositioning the company and strengthening its competitive position.
  • He also served as CEO of QNTM Group, where he worked on commercial transformation and advised executives on turnaround strategies, making him well-equipped to lead Norse Atlantic during its next phase.
• Focus on Commercial Growth and Innovation:
  • Roald has been at the forefront of commercial strategy and business development in the airline industry. His focus on digital innovation, combined with his operational experience, will allow Norse Atlantic to continue evolving and offering competitive pricing while maintaining high-quality service.
• Technology-Driven Transformation:
  • One of Roald’s key strengths lies in his understanding of technology and how it can be leveraged to improve the customer experience and business efficiency. With his AI-driven approach, Roald is expected to further develop Norse Atlantic’s technological infrastructure, helping the airline stay ahead in a rapidly changing aviation landscape.

Norse Atlantic ASA’s Vision Under New Leadership

As Norse Atlantic ASA continues to expand its global network and reach new markets, Eivind Roald’s appointment comes at a time when the airline is positioning itself as a leading contender in the affordable premium long-haul travel segment. Here’s a look at Norse Atlantic’s vision under Roald’s leadership:

1. Expanding the Fleet and Network

• Dreamliner Fleet:
  • Norse Atlantic is known for its modern and fuel-efficient Dreamliner fleet, which provides passengers with enhanced comfort, larger windows, and improved fuel efficiency. Roald’s leadership will likely see the expansion of this fleet, offering more destinations and a more sustainable way of traveling long distances.
• New Routes and Growth:
  • Norse Atlantic currently operates routes between major European cities and North American, Asian, and South African destinations. Under Roald’s guidance, the airline is expected to introduce new routes, catering to the growing demand for affordable long-haul flights. Roald’s strategic background in expanding commercial networks makes him an ideal fit to manage this growth.

2. Commitment to Customer Experience and Affordable Premium Travel

• Affordable Premium Travel:
  • One of the core values of Norse Atlantic is offering affordable premium long-haul travel, ensuring that more passengers can access high-quality service without the high price tags associated with traditional full-service carriers. This business model will continue to be a focus under Roald’s leadership, making long-haul travel more accessible to a broader market.
• Customer-Focused Service:
  • With Roald at the helm, Norse Atlantic is expected to continue prioritizing customer service. The airline already offers excellent in-flight services, including comfortable seating, wide entertainment options, and premium cabins. Under Roald’s guidance, customer satisfaction will continue to be a key focus, helping the airline maintain its competitive edge.

3. Innovation and Sustainability in Aviation

• Sustainability Initiatives:
  • With growing pressure on the aviation industry to reduce its carbon footprint, Norse Atlantic has made sustainability a priority. The airline’s fuel-efficient Dreamliner fleet plays a significant role in this initiative, and Roald’s leadership will likely bring further innovations in sustainable aviation practices. These might include investing in more eco-friendly technologies, alternative fuels, and more efficient operations.
• Technological Advancements:
  • Roald has a strong track record of integrating AI and technology to enhance business operations. He is expected to continue implementing digital solutions to streamline the customer journey, from online check-ins to AI-powered passenger services, ensuring that Norse Atlantic stays ahead of the curve in an increasingly digital world.

Looking Ahead: The Future of Norse Atlantic ASA

Under Eivind Roald’s leadership, Norse Atlantic ASA is poised for significant growth and transformation. The airline’s commitment to affordable premium long-haul travel combined with its modern fleet and focus on customer satisfaction ensures that Norse Atlantic will continue to be a major player in the global aviation industry.

As Roald leads the company toward new opportunities in digital innovation, sustainability, and global expansion, Norse Atlantic will likely strengthen its position as a leader in affordable long-haul travel. With Roald’s experience in aviation, business transformation, and technology, the future of Norse Atlantic looks bright, and the airline’s unique position in the market will undoubtedly attract more passengers seeking quality service at competitive prices.