Frans Leenaars is a dynamic and versatile C-level executive with more than 25 years of international leadership experience across the airline, hospitality and tourism industry. He has built a reputation for creating customer-centric organizations and delivering sustainable business impact through digital innovation, operational excellence and transformational leadership.

Over the last decade, Frans held senior leadership positions within TUI Group, initially serving as Chief Marketing Officer for the Western Region before establishing and leading the company's global Customer Experience organization. In this role, he developed customer strategy across multiple business units, transformed customer and guest service operations, and introduced AI-driven solutions designed to improve customer satisfaction while reducing non-quality costs. 

Prior to TUI, Frans worked for Disney Parks & Resorts in Paris, where he served as Vice President Sales & Distribution EMEA and later as Vice President Marketing & Sales for the Benelux and GAS regions. 

He began his career with Air France-KLM Group, spending 15 years in commercial and general management positions across the Netherlands, Argentina, the United States, Norway, Singapore, and the United Kingdom. This international experience has given him deep expertise in leading multicultural teams, driving commercial growth, and managing business transformation in complex global environments. 

Having lived and worked in ten countries, Frans brings a global perspective and a strong appreciation for cultural diversity. He speaks several European languages and is passionate about understanding customer behavior across markets and cultures. 

Today, as Founder of The Guest Mindset, Frans advises travel brands, investors, founders and leadership teams on customer experience strategy, growth transformation, distribution and the practical application of AI across the guest journey. His philosophy is simple: every customer deserves to be treated as a guest. Currently he is holding the Chief Commercial Officer role at Norse Atlantic Airways.

Frans holds a Bachelor in Hotel Management and a Master of Science in Business Administration. He is a Dutch national and resides in Norway.