Member Spotlight: Hege V. Barnes, Managing Director USA & Deputy Regional Manager Americas, Innovation Norway

Our Women Leading Travel Member Spotlight series highlights the remarkable leaders shaping the future of travel and hospitality. Each week, we feature a member of our community, sharing their leadership philosophy, career journey and personal insights. This week, we're featuring Hege V. Barnes, Managing Director USA and Deputy Regional Manager Americas at Innovation Norway.

1. What's the best book you've read recently?

I highly recommend "Heart the Lover" by Lily King. It's beautiful and sad, but also wonderfully hopeful about life and love.

2. What do you love most about the industry?

The human aspect. We connect people from different cultures and traditions while broadening their perspectives and understanding. I've worked across several industries and sectors, but the travel industry is by far the most rewarding. We help fulfill people's dreams through products and services that are enriching and inspirational. I truly believe in the healing and educational power of travel.

3. What is something the community may be surprised to learn about you?

Maybe not surprised, but I grew up in a small town well above the Arctic Circle in Norway. Most of my friends stayed local, but I wanted to travel and experience the world. I earned an international business degree, wrote my master's thesis for an energy company and even received a job offer from them. Luckily, I found my dream job in tourism in New York and have been in love with this industry ever since.

4. What's the toughest part of being in charge?

Being responsible for people's careers and aspirations. You always want to be a leader who encourages and supports others, but sometimes you have to make difficult decisions that can potentially break people's hearts. That will never, ever be easy, regardless of the situation or the person involved.

5. What are your nonnegotiables when it comes to work-life balance?

Family. They always come first. No matter what happens, I will always prioritize my boys and their well-being.

6. What woman inspires you right now and why?

It's the World Cup, so I have to say Lise Klaveness, president of the Norwegian Football Federation. She is standing up to the patriarchy and the male dominance within FIFA while advocating for much-needed change. She has endured a great deal of negative press and bullying, but she has also earned enormous respect for her courage and dedication. Supporting women like her, who take on major challenges to create a fairer and more just system for everyone involved in international sports and organized activities, is incredibly important. She is, and should be, a role model for all of us and for our children.

7. What is one industry trend you're closely tracking and why?

Luxury or high-end adventure. It's a rapidly evolving trend and a very healthy one. Creating enriching experiences while being actively involved, whether physically, mentally or both, is rewarding for everyone. It goes beyond luxury products to something more meaningful and experiential. For destinations, this opens the door to many more unique and attractive offerings, especially in smaller, off-the-beaten-path locations.

8. What is one thing you look for when interviewing a job candidate?

Personality. Someone can be brilliant and best in class, but if they don't have the right personality or interpersonal skills to complement the rest of the team, then it's simply not the right fit.

9. What's something you learned about yourself in the past year?

That I can embrace change pretty well. I'm someone who likes to make things happen and is always looking for innovative ideas or better ways of doing things. But when major personal changes are required, I've realized I can be surprisingly agile and stay focused on the positive. It may take time, and you go through different stages of self-reflection, but when you come out the other side with a positive outlook and motivation to move forward, it can be both surprising and rewarding.

10. What is the best piece of advice you've ever received?

"Do you believe in it? Then do it!" That's the motto I guide my team by. Take responsibility for what you believe in and go for it.

11. What values are most important to you as a leader?

Honesty and transparency. When you're open and honest with your team, you build trust. That trust will help guide you through challenges and opportunities, and your team will always be there to support you.

12. What's the most important thing people should know about you?

That I make things happen—for my team, my company, my friends and myself. I'm very impatient, but when you combine that with high energy and creativity, I never let opportunities pass me by. I love to act, create and build, then bring together the best and most talented people to help execute and deliver.

13. What's a tip you have for productively leading a hybrid team?

Structured flexibility. Give your team the space to operate and deliver as they see fit, while creating structure that applies to everyone. I believe in strong teams that know and respect one another. We have one day each week when everyone is expected to be in the office because that personal connection matters. It builds trust and strengthens our bonds.

14. Where is your favorite place you've traveled to? Why?

Wow—that's a difficult one! The Lofoten Islands in Norway are my favorite place. The light, the people and the stunning scenery bring me complete peace. And Japan! I completely fell in love with the country. I'm in awe of its culture, traditions, the respect people have for one another and for the world around them—and the food is just incredible.

15. What is the top item on your bucket list?

Too many to count, but Southeast Asia, possibly Vietnam, is at the top. Morocco is also high on my travel list. Beyond travel, I'd love to learn to play golf properly. I've taken a few introductory lessons but never fully committed. And mahjong, I'm totally hooked!

16. What do you do to recharge?

Read a good book. Play tennis, pickleball, padel or platform tennis with friends. I love racquet sports, so I'm always up for a game.

17. What is your biggest accomplishment?

Personally, raising two wonderful sons who are growing into young men and preparing to begin their own lives. Professionally, achieving my dream of leading Innovation Norway's New York office earlier than I ever expected. I'm also proud to have conceptualized and created the SIR (Sustainability Is Responsibility) initiative, which USTOA has now fully integrated into its service portfolio, with hundreds of members actively participating.

18. What advice would you give to the next generation of female leaders?

Be yourself. No other version is good enough. Trust your instincts and surround yourself with people who give you positive energy. Build a close network that encourages you while also challenging you to stretch your abilities, continue learning and keep growing.

19. What gets you up in the morning?

Coffee! Lots of it. And a good challenge. I love the opportunity to build and create something new—or improve something existing—with people I respect and admire.

20. What do you like most about being a member of Women Leading Travel?

The network of incredibly talented women who inspire me. We may all have different roles and responsibilities, but we share a belief in the power of bringing people together to learn, grow and evolve—both individually and collectively.

Connect with Hege on LinkedIn to learn more.