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, in 2025, we celebrate our continued growth and the breadth of hotels, resorts and private residences that now 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
Small enough to fit on the corner of a letterhead, an emblem can communicate big ideas. Like a crest on a family heirloom, it speaks in symbolism – telling a story of values, heritage and intention, with each detail connecting a brand’s narrative. To me, The Set’s emblem is a reminder that choosing a stay in one of our independent member hotels means entering a world of creativity and meaningful travel.
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
Connected Stories
Our emblem’s quill represents the joy of storytelling. This highlights the personal narratives each of our guests create during their stay. You might be sitting in the hotel lobby, listening to the concierge share a quirky local anecdote, or chatting to a chef about a recipe passed down through generations. Perhaps you’ll discover your afternoon tea is served at the very table where Oscar Wilde once held court. These aren’t scripted experiences. They’re spontaneous chapters in our guests’ own travel stories.
The buildings housing The Set’s member hotels carry their own stories. Century-old walls as keepers of conversations and stranger-than-fiction milestones from the past. Even our newer constructions bridge past and present, with organic architecture blending seamlessly with the natural charm of a destination. It’s that feeling of stepping into a place that has seen many lives before yours, yet you have a beautiful opportunity to continue its story.
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.
Creative Expression
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
Finally, the bow is a 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.