Sabine’s love affair with London began in her teenage years. This deep-seated passion led her to the bustling city in 2001, where she quickly immersed herself in the thriving hospitality industry. Her journey began with Marriott International, a renowned name in the industry, and then took her to the distinguished St. James Hotel & Club. This was followed by a stint at the iconic boutique hotel, The Hempel, further solidifying her place in the London hospitality scene.
In 2015, Sabine joined the esteemed five-star luxury-lifestyle property, The London EDITION, as the Director of Sales & Marketing, marking a pivotal moment in her career.
Passion, Mentorship, and Career Highlights
“How did you achieve such a remarkable position?”
Sabine’s response radiates a sense of gratitude for her incredible journey. She attributes her success to a powerful mix of dedication, passion for the industry, networking, and inspiring leaders, along with the invaluable guidance of exceptional mentors who believed in her dreams and pushed her to reach for the stars.
Reflecting on her 20-year career in the event and hospitality industry, Sabine’s eyes light up. “I’ve had the privilege of being involved in countless fantastic projects over the years,” she shares, “each one leaving me with cherished memories and enriching experiences.”
However, one project stands out as the most extraordinary chapter in her journey: “Working with EDITION has been an absolute highlight. Being part of creating a new brand from the ground up is truly an exhilarating experience.”
EDITION: Where Luxury Meets Innovation
“What drew you to EDITION Hotels?”
Sabine’s answer is filled with enthusiasm: “It was the opportunity to be at the very birthplace of a new brand, working alongside a team brimming with passion for hospitality, authenticity, design, luxury, and innovation. We were creating something completely unique, a new experience for our guests. It’s the closest you can get to being an entrepreneur with the backing of the largest hotel company in the world, which makes it truly special.”
Unique Experiences, Personalized Service
“In a highly competitive market, what makes London EDITION stand out?”
Sabine explains that EDITION is not trying to be a “one-size-fits-all” experience. Their spaces are designed for a specific client who seeks a more relaxed environment where the experience is not pre-determined but rather shaped by the individual’s preferences. Their team, carefully selected for their captivating personalities, connects with guests on a deeper level, delivering personalized service.
“I truly believe this is why we have such a diverse clientele,” she concludes.
Staying Ahead of the Curve
“How do you stay competitive in such a dynamic market?”
Sabine’s answer reveals their commitment to constant improvement: “We constantly reinvent ourselves without losing our core identity. As a team, we continuously challenge ourselves, seeking ways to create long-lasting memories for our guests. While we are proud to have received numerous prestigious industry awards, we never rest on our laurels. We continuously invest in our team and the hotel.”
Building Strong Agency Relationships
“How do you manage your agency relationships?”
Sabine emphasizes the importance of seamless communication and a single point of contact for their agency partners. Catherine Unwin, their Head of Events, manages all incoming inquiries with her dedicated team, ensuring regular contact. Laura Pascual, recently promoted to Sales Executive, proactively manages their UK agency partners.
“Beyond regular communication,” she adds, “we host various client events throughout the year as a way to express our gratitude for their business and keep them updated on hotel news. Our upcoming event in July, ‘Taste of Christmas’, will showcase our holiday party offerings.”
The Essence of a Memorable Client Event
“What are the most important elements of a successful client event?”
Sabine’s response is concise and impactful: “Make it fun, engaging, relevant, and true to the brand.“
Mentorship: Inspiring and Empowering
“Do you have any mentors or mentees in the industry?”
Sabine reveals her dedication to mentorship: “I consider myself a mentor to my entire team. EDITION also has an official mentoring scheme, where our General Manager, Jurgen Ammerstorfer, serves as my mentor. I also mentor a number of talented Heads of Departments on their personal and professional development.”
“Beyond the official scheme, I’m fortunate to have several amazing mentors in the industry, including Stuart Bowery and Ciaran Fahy, who have guided me and helped me grow. Recently, I was appointed a mentor through the Master Innholders Scholarship, and I’m thrilled to be working with Daniel Pedreschi on my next career move.”
The Pride of Bringing People Together
“What makes you proud to be in the events industry?”
Sabine’s response reflects the true essence of her work: “Receiving a note from a guest expressing their heartfelt gratitude for a wonderful experience, praising not only the design and food but also the exceptional service provided by our team, truly fills me with pride.”
“Every day, as I walk through the hotel and witness our guests laughing and enjoying themselves, I am reminded of the incredible power of our industry to bring people together, celebrate diversity, history, and heritage, and inspire everyone to discover new cultures, both within our business and as travelers.”
