Valpas Strengthens International Expansion with New Executive Appointments, Focusing on Bed Bug-Safe Certification Across the Hospitality Industry in the US and Europe, Everything You Need to Know

Published on February 26, 2026

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Valpas, one of the most prominent platforms working towards ensuring that hotels are certified as bed bug-safe, has hired four senior executives to help it expand globally. The appointment of these senior executives is a significant step for the company, as it will help it improve its functioning and ensure that it has the best bed bug safety measures in place. The new executives will be instrumental in helping Valpas achieve its mission.

New Leadership to Drive Valpas’ Global Growth

Valpas has rapidly grown as a platform offering bed bug-safe certified hotels, addressing a crucial issue for travellers seeking peace of mind during their stays. With an ambitious international expansion strategy, Valpas is focusing on improving safety standards for hotels and offering more reliable, pesticide-free options for travellers concerned about bed bugs. The appointment of Claus Unterkircher as Head of Operations is a critical move to support the company’s growing presence in international markets. Unterkircher brings years of experience in technology, mobility, and operations management, having previously held senior roles in prominent companies like Uber, Voi, and the Colruyt Group.

His vast expertise in platform operations and digital transformation will be vital in leading the operational strategy that supports Valpas’ global expansion. With a proven track record in managing large-scale operations across countries like Germany, Austria, Switzerland, and Belgium, Unterkircher’s leadership will ensure that Valpas can scale its services effectively to meet increasing demand for bed bug-safe certified accommodations worldwide.

Building Strategic Partnerships Across the Travel Ecosystem

Enzo Aita’s appointment as Head of Ecosystem will be crucial in driving partnerships across the travel sector. Aita brings over 20 years of experience in the travel industry, having served in high-level positions such as Vice President of Supply Integration & Strategic Partnerships at Hyperguest. Aita will focus on building and strengthening relationships with online travel agencies (OTAs), travel agents, travel managers, and industry institutions. His role will be instrumental in integrating certified bed bug safety standards and pesticide-free initiatives into existing hospitality distribution systems.

As the travel and tourism industry becomes increasingly digital, integrating bed bug safety certification into the booking platforms of major OTAs and AI-driven hotel platforms is a critical step in improving customer trust and satisfaction. Aita’s efforts will ensure that the technology and standards Valpas offers are seamlessly integrated into the larger travel ecosystem, making it easier for both hotel operators and guests to access certified accommodations.

Enhancing Customer Success with Dedicated Support

May Hertonen, who joins Valpas as Senior Customer Success Manager, will play a key role in working directly with hotel partners to facilitate the adoption of bed bug safety standards and certification processes. Hertonen has over 10 years of experience in driving the adoption of emerging technologies within international organizations, including her work with SAP and Immersal. Her expertise in customer success will help ensure that hotels are not only certified for bed bug safety but also supported throughout the process of maintaining these standards.

By directly assisting hotel partners with the implementation of bed bug safety protocols and offering ongoing support, Hertonen’s role will help increase the overall adoption of Valpas’ certification program. As the hospitality industry adapts to growing consumer concerns over bed bug safety, her work will be pivotal in establishing long-term relationships with hotels and ensuring their continued commitment to maintaining high safety standards.

Go-to-Market Strategy for Expanding Valpas’ Reach

The appointment of Sofi Laakso as Go-to-Market Manager is another important move in Valpas’ international growth strategy. Laakso, with her background in the Nordic startup ecosystem, has previously supported early-stage companies and investment-focused initiatives, including her work with Slush and Herizon. As Go-to-Market Manager, Laakso will be responsible for developing and scaling Valpas’ go-to-market strategies, ensuring the company reaches a global audience and further solidifying its position as a leader in bed bug safety certification for hotels.

Laakso’s expertise will enable Valpas to expand its visibility in key international markets, targeting travellers and hotel operators who are increasingly prioritising cleanliness and safety standards. Her work will be instrumental in building the brand’s presence in new regions, creating demand for certified bed bug-safe hotels, and establishing Valpas as a trusted name in hospitality safety.

Impact on the Global Hospitality and Travel Industries

These leadership appointments are part of Valpas’ broader strategy to redefine safety standards in the global hospitality sector. As international travel continues to grow, travellers are increasingly prioritising hygiene and safety when selecting accommodations. Bed bug concerns are a significant issue for many, particularly for tourists visiting high-demand destinations. With Valpas’ bed bug-safe certification, hotels can differentiate themselves in a crowded market by offering guests the peace of mind they seek when booking their stays.