Structurally, international top-notch hotel chains are fairly similar. They differ only in how they are run. And it's the hotel manager who invokes the human touch and creates a unique atmosphere.

"My company has empowered me to operate the hotel at my discretion, as long as I bring the budget within target frames," says Fernando Grunberg Stern, general manager of the Radisson SAS Grand Hotel in Sofia since May 2006.

Born in Chile, Stern has a Scorpio's typical flair for stirring emotion and creating atmosphere. The hospitality industry is not just a job to him; it's a vocation, a logical life choice stemming from his natural curiosity and innate love of people.

"No other work gives you the chance to meet so many celebrities from different spheres: politicians, writers, singers, actors… It's really gratifying when you approach them, asking for a photograph, and they flash a beaming smile and invite you to have breakfast with them!" Grunberg Stern says.

He's keen to make his guests feel at home. "While staying at the hotel, they're part of our community. We are their family and for that reason my staff should never act as though they're superior to clients as can happen elsewhere."

The manager proudly cites two awards won by his hotel in February at the 70th Anniversary Summit of Carlson (the owner of the Radisson Hotel): His hotel garnered the guest choice distinction, given for client loyalty - 99 per cent of surveyed guests said that they would return to the hotel. The other prize was for employee satisfaction - 91.7 per cent of the hotel staff expressed complete happiness with their job.

"My door is always open to every staff member, from top to bottom. They're not just here to work; they must also enjoy what they're doing." It is all about commitment and empathy for people, he believes. "The hotel manager's job is very frenetic and multi-faceted. You have to deal with clients, the municipality, police authorities and journalists. You also have to cater to employees' needs, handle various calls and complaints and sundry other things."

His sparkling eyes and vivacious manner mark him out as a positive and gregarious soul, not the type to spend an eight-hour day before a computer. He finds all the buzz and excitement quite rewarding, albeit time consuming. However, when exhaustion overwhelms him, Stern prefers to venture to his own little peaceful havens.

"I sit in my car and pick a random direction," he says. An excursion, a visit to a favourite cafe, where he can sit with a newspaper and observe the world around him, that's his way to recharge.

"Bulgarians have an excellent coffee culture. You see it so seldom in other European countries. They love their espresso - a real espresso, not an instant Nescafe drink - and chat over a single cup for hours on end. Ladies dress nicely, men flaunt their posh watches, glossy phones and cars. They make quite an exhibition of themselves!"

Local people are very friendly, with something of the Latin spirit, Stern says. "Bulgarians relish socialising. Sofia is so full and lively in the evenings, whereas in Western Europe streets can be deserted after work." Some of his preferred clubs are Chervilo, Yalta and Sin City.

Apart from the ebullient night life, Sofia offers another reminder of Chile. Sofia and the Vitosha Mountain bear a remarkable similarity to Stern's home town of Santiago - with the Andes in the background. It was his first impression on landing in Bulgaria.

Nonetheless, one couldn't help help but wonder how a native South American, born amid such heat and passion, could adapt to the somwhat staid and conservative atmosphere of Europe.

Stern laughingly recalls his first business meeting with a lady associate. "She extended her hand and I leaned forward to kiss her. She recoiled in terror! I was embarrassed and tried to explain about customs in my own country and that physical contact was quite harmless!"

He now acknowledges the differences in social etiquette. "Yes, Europeans are colder and reserved," he says. But he said to himself, "You are not going to accept it. You'll stay the way you are and keep your own temperament."

Time has passed since then and he's adopted some European customs (author's note: he did not kiss me when we met for the interview), but one thing will never change. "Whatever I do, I'll keep on following my heart," Stern says.

He believes that the spiritual side of man is wiser and better than the rational one. In light of this, it's worth mentioning that Stern introduced the one euro programme in all his hotels. One euro is added on to each customer's bill - with his or her knowledge and consent - designated to a specific charity.

In Azerbaijan, he built an orphanage; in France he gave it to a society caring for children with AIDS. In Dresden he gave it to institutions where mothers had abandoned their unwanted children. In Bulgaria he helped an orphanage near Veliko Turnovo.

Luxury hotels, you see, do have their charitable side.