The prestigious European Hotel Awards 2024 ceremony was held last week in central Copenhagen, at the renowned Radisson Collection Royal Hotel, designed by world-famous architect Arne Jacobsen in the 1950s, whose Egg and Swan chairs later achieved iconic status. The gala brought together a multitude of distinguished guests from the luxury tourism and hotel sectors, all gathering to celebrate Europe’s finest hotels, innovative projects, gastronomy, excellence and commitment to sustainability. In the Danish capital, the Esplanade Hotel emerged victorious in the Luxury Hotel PR of the Year category, with this prestigious award being personally presented to Sanda Sokol, the long-standing Director of Public Relations and Marketing.
The award celebrates the importance of the public relations in the hotel industry. Alexander-Jerome Chapman, the Permanent President and founder of the European Hotel Awards and Editor-in-Chief of the French magazine Références Hôteliers Restaurateurs said: “This recognition confirms Sanda’s exceptional contribution and status in her pivotal role in positioning the Esplanade Hotel in the international luxury services market. Thanks to her dedicated work, the Esplanade has strengthened its position as an indispensable destination for distinguished guests, important events, and international travellers. I believe that her role in positioning Zagreb’s Esplanade Hotel as a leader, as well as her contribution to the hotel’s success, is significant and inspiring. Her expertise in public relations has greatly contributed to this legendary hotel, one of the most prestigious in Europe, in maintaining its iconic status while also attracting new generations of guests.”
“This is an exceptional honour and a great international recognition not only for me personally, but also for the Esplanade Hotel. The hotel won me over at first sight and deserves special attention and exceptional respect. I am glad that the committee, which also includes representatives of international media, has recognised my long-term work and dedication to my job. The greatest reward for me is the successful operation of the hotel, maintaining the highest quality standards, and ensuring guest satisfaction. I did not expect a personal reward, which is why this recognition has touched me deeply”, pointed out Sanda Sokol, Director of the Public Relations and Marketing Department, who is celebrating 20 years of service at the Esplanade this year. Interestingly, the hotel recognised the importance of communication with the media as early as the 1970s and was the first hotel in Croatia to establish a public relations office.
Ivica Max Krizmanić, the General Manager of the Esplanade, attending the gala ceremony, said: “This award is proof that the Esplanade’s image as a hospitality institution and an icon of the hotel industry is once again internationally recognised, which brings me great joy. Over the past 20 years, Sanda has done an incredible job for the Esplanade, as evidenced by the results, as well as in maintaining a positive image and raising its reputation at the domestic and international level. In addition to contributing to the hotel’s positioning, she has also actively worked on promoting Zagreb as a desirable destination. I am proud of Sanda, and I am especially pleased that the industry has recognised her long-standing efforts and successful results. On behalf of the entire team, I congratulate her wholeheartedly. This award once again showed that behind the Esplanade’s success stand it’s amazing and passionate employees.”
Sanda found herself at the Esplanade quite unexpectedly. After finishing her hospitality management studies at the Zagreb School of Management, she intended to pursue her career abroad. However, a job opportunity in the sales department of the recently renovated Esplanade Hotel caught her eye. The hotel reopened in 2004 under the renowned luxury brand Regent, making it an appealing place to begin her career in an international environment. Through a series of high-quality international educational experiences and internal trainings, she acquired the skills and knowledge to work in a hotel of the highest category, and soon assumed the important position of manager of public relations and protocol. She has had the opportunity to shake hands with and host the highest-ranking world statespeople and members of royal families such as King Charles and Queen Camilla, the King and Queen of Sweden, the Danish Queen and Prince, French President Emmanuel Macron, Hillary Clinton, Turkish President Recep Tayyip Erdoğan, Angela Merkel, and others, as well as people from the world of showbiz like Shakira, U2, Sting, Depeche Mode, Ennio Morricone, David Beckham, and many other famous people. In addition to taking care of VIP guests, she has actively worked on the promotion of the hotel and built public relations through daily communication with local and international media, while initiating special exclusive events and launching novelties, and particularly excelling in the active promotion of culinary concepts at the Esplanade. Her dedicated work and creativity caught the attention of Philip Mahoney, Esplanade’s General Manager, leading soon to Sanda’s appointment as the head of the Marketing Department in addition to her PR responsibilities. She is still successfully running the department. Sanda has been a long-standing member of SKAL and FIJET (Croatian Association of Tourism Journalists and Writers in Tourism).
At the gala ceremony Michel Stalport, President of the European Hotel Awards 2024, said: “Sanda Sokol has seamlessly integrated the hotel’s historical heritage with contemporary trends. Her work at the Esplanade Hotel showcases excellence in the realm of high-end hotel public relations. Through ongoing strategic communication, collaboration with the media, and creative expression, Sanda adeptly nurtured and elevated the hotel’s global reputation. Her innovative communication strategies not only boosted the hotel’s visibility in Europe, but also established it as a luxury destination of unique historical significance.”