Become a Member Hotel

Reserve Your Stay Reserve Your Stay

New B2B Page

Become a Member Hotel

ABOUT THE SET

We are a global community of extraordinary hotels, united in celebrating individuality.

By joining The Set, you benefit from our award-winning brand visibility, powerful industry network and exposure to key markets, while enjoying the freedom and flexibility to remain authentically you.

The Exceptional Without Exception

What makes The Set different?

Exclusivity

Non-Competing & Hand Selected, Without Compromise

We are pioneers of collaborative luxury; market specialists with a clear vision and exacting standards. We only partner with the best hotel in each destination, so our members can preserve and celebrate their individuality within a collective of like-minded peers who aren’t competitors.

Visibility

Brand Visibility & Marketing

The Set connects you with an inspiring community of hospitality innovators. Enjoy global exposure through digital, print, social media, influencer, and PR campaigns. Collaborate with leading luxury brands, expand into new markets, and elevate your property’s global profile.

Networking

Sales & Industry Connections

Our global sales network provides access to roadshows, trade shows, and new leads across all segments. With global B2B partnerships including Amex, Fine Hotels + Resorts, Virtuoso, Serandipians and Internova, your hotel gains priority access to key industry players.

Engagement

Loyalty & Revenue Generation

Our loyalty ecosystem drives cross-selling and incremental revenue among member hotels, with access to 30 million members worldwide. This increased visibility among an engaged audience gives your hotel a competitive edge in the luxury landscape.

Efficiency

Reservations & Distribution

Access SynXis, the leader in hospitality distribution, and take advantage of our exclusive ‘TS’ GDS code to amplify your visibility. Our 24/7 expert contact centre maximises revenue and conversions, ensuring seamless year-round reservation management.

Support

Personalised Approach, Mutual Growth

As a company run by hoteliers for hoteliers, we understand your business. Our flexibility allows us to adapt to your changing needs, without the heavy overheads of traditional affiliation models. Consider us an extension of your team; our success is your success.

Our collection features some of the world's most revered and celebrated hotels.

Testimonials

At The Set we take pride in delivering exceptional service and measurable results. The following testimonials reflect the experiences of our member hotels, offering insight into being a member of The Set.

  • Robert Dekeyser

    Owner, Nay Palad Hideaway

    “We never feel like just another property in a portfolio. Instead, we feel part of a family that genuinely cares, understands our identity, and is committed to helping us grow while staying true to who we are. It’s a joy and an inspiration to work with such a dedicated group of people.”

  • Vangelis Daktylides

    Co-owner, Deos Mykonos

    “Joining The Set has been a truly rewarding experience for us at Deos Mykonos. From the very beginning, we felt a strong alignment in values. The support, guidance, and genuine partnership we’ve received from The Set team have been exceptional.”

  • Sven Flory

    Chief Commercial Officer, Ultima Collection

    “The Set’s curated approach offers a truly tailored experience, setting them apart from larger brand affiliation companies. Their innovative vision and talented team align perfectly with Ultima Collection’s dedication to personalised luxury.”

“What excites us most about our member hotels is their uniqueness. That’s why our concept is also unique, selecting only the best hotels in each destination to build a non-competing portfolio of the exceptional, without exception. We know that offering a guest experience unlike anywhere else in the world is a hotel’s biggest strength, and our mission is to protect and nurture the individuality of each property while empowering them to grow with us. We’re charting a new course in the future of luxury travel with the world’s most extraordinary hotels.”

 

- Robin Stangroom,
Chief Executive Officer of The Set

WE'RE SHAPING THE FUTURE OF HOSPITALITY

We tailor our industry knowledge, specialist creative marketing, and global reach to amplify your hotel's visibility, positioning you as the most sought-after property in your destination.

Our Team

  • Robin Stangroom

    Chief Executive Officer

  • Gladys Camphuijsen

    Vice President of Development

  • Andreas Bergfeld

    Director of Global Sales

  • Mickaël Billy

    Director of Business Performance & Strategy

  • Kasia Rudnik

    Senior Director of Marketing

  • Tom de Jong

    Senior Director of Sales

Could you be a hotel of The Set?

We handpick each of our non-competing, independently owned properties without compromise. If your hotel or resort offers a truly extraordinary guest experience in an inspiring destination, you belong with The Set.

We are redefining what it means to be part of a global luxury hotel collective. Join us.

    Hotel Status*

    how did you hear about The Set?