About Us
The Set is a carefully curated luxury hotel group, comprising of some of the world’s best, likeminded, independent hotels.
Our ‘Set’ Values
Independently Spirited
Each property in The Set is hand-selected for its unique character, refined design, and elevated experience – brought together by an uncompromising commitment to excellence.
Sense of Place
From grand icons to intimate escapes, every hotel in The Set reflects the spirit of its surroundings—rich in culture, artistry, and local relevance.
Individuals. Not systems
At every hotel in The Set, it’s the people who make the difference. Unscripted and sincere, they bring a spirit of care, personality, and cultural pride that goes beyond service – and makes every stay truly personal.
Quiet Luxury
The Set represents a different kind of luxury: one that is understated, considered, and deeply rooted in quality. We let our hotels speak for themselves.
Our Story
In 2021, The Set boldly reimagined the hospitality affiliation landscape.
Inspired by the belief that exceptional independent hotels – each with its own story and soul – could thrive through collaboration, we hand-picked non-competing partners who share our commitment to authenticity and conscious luxury.
Led by CEO Robin Stangroom, this vision drew distinctive properties into our collection, from modern grand city hotels to barefoot luxury island retreats, connecting sophisticated travellers with extraordinary stays in the most sought-after global destinations.
Now, we celebrate our continued growth and the breadth of hotels, resorts and private residences that find their home within The Set. As we expand our portfolio, we uphold our original purpose: to empower independent luxury for a new era.
The exceptional, without exception.
An Homage to the Art of a Memorable Stay
As well as tracing The Set’s foundations, our emblem is our way of telling guests: here, you are part of something inspired and you’re invited to add your own meaning to it. The inspiration comes from the realms of art, literature, music and cinema – four creative pillars woven into our design with a paintbrush, quill, musician’s bow and film roll. These aren’t abstract ideas for us. They’re key moments in every guest’s journey. Those little moments that stay with you long after you’ve checked out.
The Set Emblem
Stories
Symbolised by the quill, we celebrate the enduring power of storytelling, reflecting the narratives of each journey you take. Stories run through our hotels’ architecture. They are buildings with soul, bearing witness to simple pleasures and the unexpected moments that make life more beautiful. A chef sharing secrets of local cuisine, passed down through generations, or a concierge with an anecdote that offers a glimpse into the spirit of a destination. Stories are the fabric of The Set.
Cinematic Escapes
The delicate film roll etched into our emblem is a nod to the cinematic arts. Our hotels are like exquisitely crafted film sets. The lighting, the music, the way the spaces open up to a breathtaking cityscape or a cerulean sea view — every detail is designed to sweep you into a mood without imposing any conclusions. Every guest has individual moments of discovery that shape their unique experience.
Although each hotel offers characterful and thoughtfully curated décor, each visitor adds a new layer of meaning. Pausing by a window as the sun catches a sculpture, or taking in the ambience from a quiet corner as a pianist plays in the background. The moment you realise you’ve been transported – that’s the scene you’ll replay in your mind back home.
Creativity
The emblem’s paintbrush celebrates the artistry behind every stay. Each guest arrives with a fresh perspective, and our teams are intuitive and skilled in curating tailored journeys that resonate with them. Just as two people can view the same painting and feel entirely different emotions, no two stays are the same. We create the canvas, but our guests bring the colour.
For some, that colour might be time spent exploring a local gallery; for others, a quiet morning of guided meditation in a sunlit courtyard, or an afternoon learning how to build a fish dome at an island hideaway. The Set’s role is to offer the freedom and inspiration that allows travellers to reconnect with their own creativity.
Emotional Resonance
The Set’s tribute to music and the emotional chord it strikes. In music, a single note can change everything. In hospitality, it’s the same. It’s the handwritten note left in your room, the way a tea sommelier remembers your favourite blend, or the conversation you weren’t expecting but will always remember.
Connection
The ribbon represents connection through expression: the spontaneity of an encounter that could never have been scripted. Fluid and intuitive, like a dancer responding to the music, it reflects The Set’s belief in travel that is personal, instinctive and open to possibility. Our member hotels invite guests to experience a destination on their own terms, looking beyond the obvious to discover its art, culture and character.
Craft
The chisel celebrates the ingenuity of the human hand and the connection it creates between people and place. From the work of artisans to the smallest considered detail, craftsmanship gives The Set’s hotels their distinctive character and a sense of their history. In experiencing the work of others, we find a connection that can make a place feel more personal.
Perspective
The ruler represents perspective through considered judgement: the thought and intention behind places where every detail has been imagined with care. Precise yet curious, like an eye that knows where to look, it reflects The Set’s belief in travel that is discerning, attentive and attuned to what others overlook. Our member hotels invite guests to see a destination differently, to venture beyond the landmark and discover its true character.