Tallink’s Piret Mürk-Dubout joins ETRC management and supervisory board

By Kristiane Sherry |

Piret Mürk-Dubout will serve as Vice-President Maritime Affairs

The European Travel Retail Confederation (ETRC) has nominated Tallink Grupp’s Piret Mürk-Dubout as Vice-President Maritime Affairs. 

Mürk-Dubout, who sits on the Tallink Board overseeing its travel retail activities, will now also serve on the ETRC Management Board. She also sits on the trade association’s Supervisory Board through her role as a member of the Nordic Travel Retail Group.

In her role of VP Maritime Affairs, Mürk-Dubout will use her experience in the sector to support actions in the cruise and ferry sector.

She also brings a strong customer experience background, along with a passion for sustainability, innovation, partnership building and future trends.

Prior to joining Tallink, Mürk-Dubout served as the CEO of Tallinn Airport. She’s also held senior leadership positions at Telia Group, Elion Enterprises, and the Estonian Ministry of Internal Affairs. 

Today she is a member of the Supervisory Board of Tallinn University of Technology. She’s a graduate of the Tartu University Philosophy faculty and holds a Master’s degree in International Business Management from the Estonian Business School. She’s also completed the Senior Executive Programme at the London Business School. 

“I am delighted that Piret has accepted to join the Managing Board of ETRC as Vice-President Maritime Affairs,” said ETRC President Nigel Keal.

“ETRC will greatly benefit from her unique expertise in the maritime sector and maritime airport retail as well as her background in airport management. 

“Ferry and cruise retail are very important channels for European Travel Retail and I am glad that this is now fully represented at ETRC Board level thanks to Piret’s presence.”

Mürk-Dubout added: “I’m honoured and humbled to take this role to represent the maritime industry and the cruise and ferry businesses in this prestigious confederation. 

“We must continue to work hard to adapt to the transformation and changes caused by the COVID pandemic to reach the revenue and passenger number levels we were used to pre-pandemic. 

“We are taking many steps to modernise and improve customer service and experiences by developing different travel retail services, including digitising and personalising customers’ choices and experiences.  

“We want to work even more closely with our partners and new consumers with the aim of maintaining the travel retail sector’s uniqueness of assortment and to ensure that the travel retail offering in itself is something special, bringing customers on board. 

“There are many challenges ahead of us, arising from the pressing and urgent timescales of the green transformation and the goal to continuously reduce our footprint and negative environmental impact working with our partners across our value chains.”

Earlier this month, ETRC released data from its ETRC Business Performance Index for the full 2022 year which showed passenger spend was 4% greater than in 2019.

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