What is the story of The Set Collection? Tell us more about the operational structure.
The Set Collection is a brand affiliation company designed for hotel owners, investors, and management teams seeking a modern alternative to traditional representation and distribution services. With an agile and flexible business model, it provides tailored solutions that supply only the services hoteliers need, adapting quickly to the evolving market conditions and business needs of its member hotels.
Under The Set Collection, owners and management teams retain their hotel brand and identity while benefiting from bespoke services to support operations and their existing teams. The Set aims to create a portfolio of the world’s most extraordinary independent hotels, distinct in their individuality but united in their outstanding locations, starting with The House Collective, Hotel Esencia, Ultima Collection, The Siam and more. Today, the Group boasts a portfolio of 21 unique properties, including ultra-luxury hotels, resorts, and private residences across 18 destinations.
Is The Set Collection similar to The Leading Hotels of The World or Preferred Hotels?
The Set Collection operates similarly to other brand affiliation companies, such as The Leading Hotels of the World or Preferred Hotels, in principle. However, it stands apart with two key values that define its identity and offering. Firstly, our portfolio consists only of the finest properties in their respective destinations, carefully hand-picked to ensure they meet the highest standards of quality and excellence. We are not chasing numbers or targets and can therefore grow carefully, without compromising on the ultra-luxury requirements.
Secondly, our portfolio will be built consisting only of non-competing hotels. This allows our member hotels to collaborate in a meaningful way to further their reputation and offering to a global clientele. Having only the very best hotels who share a similar DNA and spirit, means that we can also give a stronger promise to our guests, so they know what to expect when staying at a hotel of The Set; which is hotels with a focus on authenticity and individuality. Each property represents the culture and beauty of its destination without ever compromising on quality, making the portfolio a true reflection of distinctive luxury.
These important pillars allow us to build a niche collection where each outstanding property is able to shine in their respective destination, gaining the recognition and attention they deserve.
Are some properties like the Hotel Cafe Royal and Hotel Lutetia owned by The Set Collection? Are these properties also operated under The Set Collection?
The Set Collection is an entirely separate business entity and does not operate any of its member properties, including hotels such as Hotel Café Royal in London and Hotel Lutetia in Paris. Each property within the portfolio operates independently, managed by its own dedicated team, or as part of a small independently owned group. This approach ensures that every hotel retains its unique identity, character, and connection to its destination.
While The Set Collection provides a bespoke suite of services designed to support operations, sales, marketing, and distribution, it does so without interfering in the day-to-day management of the properties. This independence allows member hotels to preserve their individuality and the trusted relationships they have built with their teams and guests.
The Set Collection has been expanding to include Swire Hotels (The House Collective) or Ultima Collection. Tell us more.
The Set Collection has expanded its portfolio by welcoming distinctive properties and small brands while maintaining its commitment to independent management. In 2022, The House Collective were the first member properties to join The Set Collection, marking the brand’s presence in Asia Pacific. This group includes The Upper House in Hong Kong, The Temple House in Chengdu, and The Middle House in Shanghai. Each property operates independently, preserving its unique character and connection to its location.
Since then, we have been proud to welcome multiple notable properties across some of the most exceptional destinations. The Ultima Collection further enriched the portfolio with properties such as Ultima Gstaad and Crans-Montana in the Alps, Ultima Corfu in Greece, and Ultima Geneva Quai Wilson, offering a range of exclusive retreats across Europe.
Other additions also include Hotel Esencia in Mexico and The Siam in Bangkok, both of which were included in the World’s 50 Best Hotels (alongside The Upper House in Hong Kong), as well as Nay Palad Hideaway in the Philippines, each selected for its exceptional location and distinct appeal. Deos Mykonos in Greece and Le Grand Jardin in the South of France further highlight our approach to curating unique destinations while allowing each property to retain its independent management and identity.
Does The Set Collection include a membership / loyalty program for guests / travellers? Or do you plan to launch such a membership / loyalty program?
Yes, The Set Collection offers a distinguished loyalty program known as The Set DISCOVERY. This programme is designed to enhance every guest’s stay by providing exclusive privileges and unforgettable experiences. As a proud member of the Global Hotel Alliance (GHA), The Set DISCOVERY grants travellers access to over 800 properties worldwide where they can earn and redeem their DISCOVERY Dollars or enjoy their tier benefits.
With over 28 million members, The Set DISCOVERY provides our member hotels with a loyalty program at a scale comparable with the major brands, however nicely aligned with the collaborative spirit of The Set whereby all the participating brands of the Global Hotel Alliance are of smaller size offering authentic experiences
Is there a criteria or DNA for each hotel to be considered part of The Set Collection?
Each hotel within The Set Collection is selected not based on rigid criteria, but rather on its embodiment of an independent spirit and alignment with the values of like-minded hoteliers. The emphasis lies on the individuality of each property—its ability to reflect the culture, character, and distinctiveness of its destination while adhering to the highest standards of luxury and service.
Every member property of The Set Collection showcases exceptional quality, ensuring that luxury is at the forefront of its offerings. This philosophy fosters a portfolio of diverse and distinctive hotels, each with its own story and identity, unified by a shared commitment to excellence and guest satisfaction. This approach ensures a curated collection of properties that resonate with travellers seeking authentic, luxurious experiences without compromise.
Which are the servicesThe Set Collection provides for its member hotels?
The Set Collection offers a comprehensive suite of tailored services designed to support its member hotels while allowing them to retain their individuality and operational independence. These services include:
Global Sales Offices: Strategically positioned sales teams to drive business, establish strategic partnerships, and raise the profile of member hotels in key markets worldwide.
Marketing Services: Bespoke marketing solutions to increase visibility and showcase the unique identity of each property, helping to build brand recognition and connect with target audiences effectively.
Public Relations Expertise: The Set Collection works closely with eight leading PR agencies across key markets such as the UK and North America. These agencies ensure extensive reach and provide access to valuable media opportunities, expertly crafted to enhance visibility and position member properties and The Set Collection prominently within the global luxury travel landscape.
24/7 Central Reservations Office: A dedicated team ensuring seamless booking support for guests at any time, enhancing the guest experience and maximising conversion opportunities for member hotels.
Distribution Services: Leveraging partnerships with Sabre, The Set Collection provides cutting-edge distribution technology to simplify processes and expand the reach of member properties across multiple channels.
Partnerships – Member hotels can benefit from access to partnerships with like-minded luxury brands in complimentary industries such as fashion, design and wellness. Our reach and highly motivated and desirable customer base allows The Set Collection to create partnerships with aspirational brands that might be out of reach for a smaller independent property that is not part of a group.
By delivering these specialised services, The Set Collection empowers member hotels to focus on delivering exceptional guest experiences while benefiting from the support, expertise, and global reach of a luxury brand affiliation company.
What happens now that Hotel Lutetia(Paris) and Conservatorium (Amsterdam) will be operated by Mandarin Oriental Hotels?
Both properties will remain members of The Set Collection until they are rebranded as Mandarin Oriental at some point in 2025. The ownership of these properties remains unaffected.
Are you considering expanding into sailing / private aviation or even trains?
We remain focused on our core offering of hotels and resorts, continuing to build our member portfolio. Having said that, we are always interested in eventually expanding this into opportunities that our core customers are drawn to which includes transportation such as private aviation, trains and sailing etc.
Your current portfolio boasts more urban properties. Do you plan to add properties in leisure destinations?
The Set Collection’s portfolio proudly includes a mix of urban and leisure destinations, showcasing the diversity that defines our brand. Among our standout resort properties is Hotel Esencia in Mexico, a 50-acre estate situated on one of the most beautiful beaches of the Mayan Riviera, offering a natural haven for wildlife and unparalleled tranquillity.
Similarly, Deos Mykonos provides an exclusive sanctuary with idyllic views of the Aegean Sea, perfect for those seeking a luxurious escape. Our most recent addition, Nay Palad Hideaway, exemplifies the concept of “barefoot luxury.” This eco-luxury resort is nestled on the pristine island of Siargao in the Philippines, offering a unique connection to Filipino heritage and its cultural offerings.
As The Set Collection continues to grow, we remain open to welcoming new member properties, whether resort or urban. Our goal is to provide our discerning guests with a carefully curated range of distinctive properties in exceptional destinations—be it vibrant cityscapes or secluded retreats—ensuring that every experience with The Set Collection is as unique as it is memorable.
The Set Collection entails luxury hospitality expertise. Do you consider adding more integration, for instance, when it comes to Human Resources / Recruitment?
At present, we remain focused on the services currently offered to our member properties. However, we are open to exploring further integration in areas such as Human Resources and recruitment in the future, particularly if it benefits our properties and enhances the support we provide. Additionally, due to the non-competing nature of our portfolio, employees may have the opportunity to explore roles or work experience across our other member properties, that align with their skill sets and professional aspirations.

Robin Stangroom, Managing Director, The Set Collection
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