Rotterdam, 29 September 2026 – Sunweb Group, one of Europe’s leading travel providers, announces the appointment of Jeroen de Swart as its new CEO. De Swart, who has served as the Group’s CFO since 2019, will step into the role as of 1 November 2026. He succeeds interim CEO Lars Löfgren, who will remain involved to ensure a smooth transition, before returning to the Board of Directors as Chairman.
Celebrating its 35th anniversary this year, Sunweb Group enters the next chapter with a strong focus on digital innovation, customer experience and sustainable growth. Having spent more than seven years at the financial and strategic core of the company, Jeroen brings deep organisational knowledge and a proven track record, ensuring a seamless transition.
Jeroen de Swart: “I am honoured to take on the role of CEO at such a pivotal moment in Sunweb Group’s history. For the past 35 years, this company has been pioneering digital travel, and we will continue to do so. Having served as CFO, I know our strengths, our way of working and above all, our incredibly talented team inside out. We are currently delivering one of the best results in Sunweb’s history and want to build on this further together with our colleagues and partners."
Lars Löfgren adds: “I am delighted to pass the baton to Jeroen. I have seen firsthand his deep understanding of our business, culture and people. Over the past seven years, Jeroen has also been deeply involved in the commercial side of our business, playing an important role in shaping our commercial strategy and driving business performance. Appointing Jeroen as our new CEO ensures full continuity, stability and momentum as we build on the strong recent results and our 35-year legacy of creating memorable holidays.”
With De Swart stepping into the CEO position, his CFO responsibilities will be handed over to Joyce van Donk-van Wijnen, who will join the Management Board effective 1 October 2026. Van Donk-van Wijnen brings over 15 years of finance leadership experience across listed and international organisations. Most recently, she served as CFO Benelux of Sopra Steria, and earlier as CFO for Ordina, a listed IT service company, where she played a key role in its major transformation, including its successful acquisition by Sopra Steria and subsequent delisting. Known for her results-driven and people-focused leadership style, Joyce firmly believes that strong financial management goes hand in hand with a healthy and engaging work environment.
Lars Löfgren: “We warmly welcome Joyce to Sunweb Group. Her extensive experience in finance and business transformation, combined with her strong people-oriented leadership approach, makes her an excellent addition to our Management Board."
