On April 20, Leija Graf, CEO and founder of Select Travel and Select Collection in London/Mayfair, received the medal at a grand ceremony at Riddarhuset (the House of Nobility) in Stockholm, Sweden. The Royal Patriotic Society’s medal for trade and industry is for outstanding entrepeneurship. The annual presentation of this medal by King Carl XVI Gustaf is the highlight of the Society’s activities.
Every year the medal is awarded to 10 people who have founded and developed companies and in this way contributed to a better Sweden. The Society has given our awards since 1772, when it was founded by Gustav III. The purpose of the medal is to honour the recipient for long-term meaningful work, and to inspire others.
The society also gives donations to humanistic and social science research and other social goals. It also gives out medals and awards for valuable work.
“I am so proud to get the Royal Patriotic Society’s medal for trade and industry. Since in addition I never dreamt that I would ever get a medal, there are two reasons for happiness,” says Leija Graf.
The Royal Patriotic Society’s justification is as follows:
Leija Graf has come a long way in that she started her travel agency during the recession of the 1990s. She has found her own niche with careful personal service and high quality, an exclusive niche that is all about quality of life. The company has a turnover of 100 million Swedish krona in Sweden and a total of 300 million Swedish krona (more than 24 million GBP) for the offices in Stockholm, Helsinki, Oslo, Copenhagen and Mayfair/London.
Leija Graf on the trends in the travel industry:
In recession people cut down somewhat on their travelling. If one was away for two weeks previously, now 10 days will suffice. Because of this, Leija Graf believes the following points are important.
- Trust is everything in the travel trade
One must be able to trust that everyone involved stands by their promises. That means that one cannot do business with just anyone. It is also important to be straightforward and honest.
- Keep your feet on the ground and combine intuition and imagination
Using intuition one can see how the market is developing, with imagination one can create something interesting out of this, and when it becomes reality one needs to have your feet firmly on the ground.
Facts about Select Travel and Select Collection
Select Collection is registered trademark of well established tour operator Select Travel, leading luxury tour operator in the Nordic area’s. The company has offices in Stockholm, Helsinki, Oslo, Copenhagen and Mayfair/London. The hallmarks of Select Collection are personal consultation, expert know-how, hand-held service, VIP treatment, worry-free travel and quality assurance. All travel experiences are tailor-made with no fixed departures. The company was founded in 1992 by Leija Graf, who is managing director and owner.