Leading with Purpose and Collaboration
The Set, a collective of the world’s most exceptional independent hotels, is gearing up to host its inaugural Summit in London this November. The event promises to be a powerful gathering, focused not just on hospitality but on the entire luxury ecosystem. We sat down with Robin Stangroom, CEO at The Set, to understand the vision behind the Summit, the ethos of collaboration that drives it, and the ideas and opportunities he hopes will emerge.
The North Star: Collaboration Over Competition
The inspiration for The Set Summit, Stangroom explains, begins with a clear “North Star”: the spirit of collaboration.
“We saw this as an opportunity to bring together our independent member hotels, each with their own distinct personalities, our brand partners across a variety of luxury sectors, and the wider travel and lifestyle community,” Stangroom notes. Rooted in the collective’s unique, non-compete philosophy, the weekend of events is designed to lead the conversation in a constantly evolving landscape.
“Collectively, we wanted to create a setting to discuss the topics dominating the luxury space, strengthen existing relationships, and most importantly, brainstorm how we can better work together,” he shares. The ultimate aim is to enrich, inspire, and entertain.
Innovating Hospitality: Forging a Full Luxury Ecosystem
Perhaps the most ambitious aspect of the Summit is its expansion beyond hospitality to include a full ecosystem of luxury brands. For Stangroom, this holistic view is essential for impact.
“Because no man is an island and nothing exists in isolation,” he states simply. “To have a significant impact in the luxury market, brands across travel, arts, fashion, and culture should be cross-pollinating. We are all in the same business of selling luxury to the same clientele.”
He points to successful cross-vertical partnerships as proof: Dior’s Dioriviera pop-up at Hotel Cipriani in Venice, Dolce & Gabbana’s takeover at La Cabane beach club in Marbella, and the collaboration between Nobu Atlanta and Porsche. These alliances resonate with consumers, who are “now adept at dismissing anything that feels disingenuous or hollow.” The Summit will host discussions on how these partnerships must be initiated and nurtured on shared values and purpose, which Stangroom believes is the path to success.
Immersive Experiences and the Intentional Future
The Summit will also be an opportunity to celebrate artistry and craftsmanship through a curated series of new opportunities. A schedule of extraordinary keynotes has been put together, including a fireside chat between two trailblazing editors, Alexandra Shulman CBE, former Editor-in-Chief of British Vogue and the longest-serving editor in the magazine’s history, and Sarah Miller, Founding Editor-in-Chief of Condé Nast Traveller. Beyond talks, the event will feature immersive experiences: an Aston Martin simulator, Rankin portraits, healing sound baths, fashion rental with MyWardrobe HQ, performances by the London Philharmonic Orchestra, and a poet on demand. “Each of these activities has been carefully chosen to reflect the core values of The Set and our member hotels,” he explains.
Looking ahead, Stangroom is focused on purposeful and sustainable luxury. He suggests that 2026 will be “the year of slow and intentional living,” influencing how and where consumers travel and buy material goods. This intentionality will be the “undercurrent” of keynotes and panels, including discussions on the life-changing powers of visualisation, the intersection of purpose, fashion, and travel, and a hotel owners panel exploring how guests can travel with greater purpose through community immersions or environmental considerations.
A Starting Point, Not a Finale
Ultimately, The Set Summit is envisioned as a launchpad for the future. “Every speaker and brand experience at The Set Summit is going to be more than just a one-day-moment,” Stangroom asserts. “The summit will be the start of deep and meaningful partnerships with brands that share our DNA, and individuals who celebrate our values.”
He concludes with the single most important lesson he hopes attendees will take away: the importance of conversation and the power of collaboration.
“I want attendees to be open to unexpected conversations and feel free to push boundaries,” Stangroom reflects. “This is when the most exciting partnerships happen. Consumers are eager to see innovative brands working together that are authentic and resonate with who they are.” The message is clear: the future of luxury is a collaborative one, built on shared purpose and meaningful dialogue.
Follow our social channels for insightful takeaways from The Set Summit this November in London, moving beyond competition to nurture intentional partnerships. The conversation starts here.
