Become a Member Hotel

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Become a Member Hotel


The Set Collection enables owners to retain their hotel brand and identity alongside the day-to-day management of their property, whilst taking advantage of our services to support the operation of their existing teams.

By joining The Set Collection, you become a part of one of the world's foremost creative luxury hotel collections, linking you to other properties in vibrant destinations with outstanding addresses.

Being flexible, agile and at the forefront of innovation, we are the primary choice for hotel owners, who seek a market-leading brand affiliation partner that elevates their hotel brand and performance.


We are committed to joining with like-minded hotels that represent the very best that a destination has to offer. Our standards are set high to match those of our guests, and so we monitor the quality and service of our member hotels through a range of metrics including mystery inspections, guest surveys and online reviews.

But more than that, when we say 'like-minded', we mean hotels that share our values and go the extra mile to delight guests and develop an emotional connection that always leaves them with the desire to return. We seek out only non-competing hotels in any one destination so that we know we can support them, and in turn, they can continue to do what they do best.

What makes The Set Collection different?


A portfolio of non-competing hotels, encouraging member hotels to collaborate together.

Afilliation to The Set Collection, aligns your hotel with like-minded, non-competing hotels, encouraging our member hotels to work together and share resources.

Tailor Made Service

Our service offering is tailor made to each member hotel's requirements, preferences and business needs.

We are here to support your dedicated, on-property teams and provide the support and assistance that you need. Whether that is distribution, revenue or sales and marketing, we will only charge for what your business needs.


Celebrating the individuality of our member brands. We are designed to support and empower your own brand.

We are stronger together, but aren’t absorbed into a large brand where we lose our identity or control of our business. There are economies of scale to enjoy but we celebrate individuality.


A flexible approach to services and fees when compared to traditional representation companies.

Our experienced team have negotiated with the industry’s key players across distribution, business intelligence and marketing to enable us the ability to offer a very competitive business model with fees based on performance.


Market leading expertise across sales, digital, marketing, PR, revenue, distribution and operations.

Our team have a wealth of experience both on-property and at group level for luxury groups and independents. As such, we are close to the operation and understand the current needs of hotels and their owners.

Mutual Accountability

We believe in mutual accountability for driving results

Our business model is built with the hotelier in mind and we are only going to be successful when you are successful. We drive results through collaboration with our member hotels, working across all markets and segments worldwide. 


Without a large corporate infastructure and overheads, we are agile and flexible. A representation company run by hoteliers for hoteliers.

Without the heavy overheads of traditional representation companies we are able to adapt quickly to changing market conditions and provide proactive and reactive solutions.

At the most outstanding addresses, in the world’s most vibrant destinations, The Set is curating the modern grand hotels of our time.

For The Set Collection, wellness is an all too important element of our lives in the modern day. As such, you’ll find a true dedication to ensuring our guests are always enabled to achieve their wellness goals – both physical and mental.

Our Leadership Team

  • Robin Stangroom

    Managing Director

    With over 18 years of experience, including 7 years at The Set Hotels, Robin has worked across various areas of the operational and commercial hotel functions, predominantly spearheading the ever-shifting fields of Revenue Management, Distribution and Reservations. With a remit that has spanned across a variety of international independent hotels and brands such as Jumeirah, Intercontinental Hotels, Q Hotels and Le Meridien, Robin now oversees all commercial activities and strategies for The Set Collection as it enters its exciting new phase of growth.

  • Ruurd Hooijer

    VP Hotel Development

    With 20 years of experience in sales & marketing for global hospitality brands including Hilton Hotels & Resorts and The Leading Hotels of the World – both in London and New York – Ruurd returned to The Set Collection in 2019 as VP of Sales. Ruurd took on Hotel Development in 2021. From 2024, Ruurd solely oversees Hotel Development, leading The Set Collection’s growth, connecting founding members and member hotels with clients and partnerships that address their needs.

  • Jamie Blackmore

    VP Revenue, Reservations & Distribution

    Jamie is an accomplished commercial expert, with a wealth of experience across a wide range of locations in the UK, US, and across Europe. Strategically astute, Jamie’s 18 years of experience are the result of leadership roles at Langham Hotels, IHG, and Radisson, and having founded and operated his own Revenue Management consultancy. A true specialist in leading cross-functional teams, Jamie’s remit involves developing innovative business solutions and client relationships, as well as leveraging market trends, technology, and data analysis to identify opportunities for commercial success. As VP of Revenue, Reservations & Distribution for The Set Collection, he also continuously improves service delivery by fostering the group’s guest-focused reservations team.

  • Eliot Sandiford

    VP PR and Partnerships

    Eliot has been with the Group for seven years, having previously spent time in Asia leading the PR team for Desa Potato Head, a group of family-owned properties across Bali, Jakarta, Hong Kong and Singapore. Prior to this, he worked in Hong Kong for The Lane Crawford Joyce Group, and ran the lifestyle division of leading UK-based PR company, Bacchus PR. Eliot brings years of luxury experience to his role as VP, PR and Partnerships, overseeing the Group’s international PR agencies and property-based communications teams, as well as spearheading the partnership strategy for the hotels.

  • Laura Cammarano

    Senior Director of Global Sales

    Since her time studying hotel management, Laura accumulated over 18 years of experience within the hospitality industry. Beginning in London, Laura spent time in Vienna working for Luxury Collection (formerly Starwood) hotels, including Hotel Imperial, Hotel Bristol, and Le Meridien Vienna, before returning to London to spearhead the Maybourne Hotel Group’s strategies as Head of Europe for Claridge’s, The Connaught, and The Berkeley. After spending 6 years as Director of Sales at Hotel Café Royal, Laura’s experience within The Set Collection lead her to become the Director of Global Sales for the group, where she now leads the global sales strategies with her multifaceted team of industry sales specialists.

  • Kasia Rudnik

    Director of Digital, CRM and Loyalty

    With over 20 years’ worth of hospitality experience, Kasia has built robust digital strategies for multiple global brands including Hyatt, IHG, The Langham Hotels & Resorts, and Marriott International. A history of working across large portfolio groups has propelled Kasia to developing digital strategies that transcend geographical locations, whilst simultaneously addressing the local needs of countless properties around the globe. Kasia joined The Set Collection in 2021, overseeing the group’s digital activities and strategies, and guiding member hotels on their own strategies as well. Kasia was also responsible for shepherding in the group’s first loyalty programme, The Set DISCOVERY, in partnership with GHA.

  • Nina Hamersma - van het Spijker

    Director of Marketing

    After studying at Hotelschool The Hague in Hospitality Administration and Management, as well as concluding the Marketing Course at Cornell University, Nina began her journey at The Set 10 years ago, first as an intern at the Conservatorium hotel, eventually growing with the hotel and progressing through to Head of Marketing & Communications. Following the evolution of The Set, Nina’s expertise of the brand and as a marketer grew to broader opportunities, integrating into the business as Director of Marketing. Today, Nina oversees all core marketing programmes within the business, as well as liaising between all member hotels to ensure their marketing opportunities are achieved and excelled.

  • Tom de Jong

    Senior Director of Sales

    Tom is an accomplished sales professional with 17 years of experience in the luxury hospitality industry. Before joining The Set Collection, Tom spent nine years in London, holding various sales positions at global brands including Hilton Worldwide and Rosewood Hotels & Resorts, where he was part of the pre-opening team. With a track record of driving growth and enhancing market presence in North America, Tom joined the Conservatorium hotel in Amsterdam as the Assistant Director of Sales in 2016, transitioning to Director of Sales in 2019. Tom’s valuable experience lead him to join The Set Collection as Senior Director of Sales, continuing to oversee sales strategies and initiatives in various key markets, as well as working closely with multiple external associations including American Express’s Fine Hotels + Resorts and Virtuoso.

  • Andreas Bergfeld

    Director of Global Sales

    Andreas started his journey with The Set Collection 7 years ago and holds over 15 years of experience in the hospitality industry, mostly in commercial functions. He holds a Bachelor of International Tourism and Hospitality Management degree from César Ritz Colleges hotel school in Switzerland, as well as an MBA from Durham University. Having grown up in Germany, he gained international work experience in Zurich, Frankfurt and Singapore, before calling London his home since 2011, working for Swissôtel (now Accor), Meliá Hotels International and Corinthia Hotels in senior sales functions. In his role as Director of Global Sales, Andreas takes the lead on the global sales strategy and member hotel relationships, in addition to providing leadership and support to the global sales team.

  • Ines Caro

    Director of Distribution

    After studying International Tourism and Management with a focus on Revenue Management, Ines has spent over 11 years in the hospitality industry. Having worked with international brands, including Intercontinental Hotels Group and Millennium Hotels & Resorts, Ines has been with The Set for just over 5 years. Specialising in distribution, Ines’ expertise is focused on optimising the needs and strategies of The Set’s distribution channels, as well as integrating and onboarding all member properties and maintaining their requirements as they embark on their journey with The Set.

  • Marie Kelly

    Director of Reservations

    With a career spanning over 25 years, Marie’s passion for Guest Experience and Reservation conversion has guided her strong background. With robust experience in Five Star Luxury as well as hotel openings, Marie contributed to the opening of The COMO Halkin Hotel and the Grosvenor House Suites (formerly Jumeriah). With one of the largest teams within The Set Collection under her remit, Marie has a proven track record of empowering her team to convert and close on all enquiries, increasing her team to 19 colleagues in the last year to meet the exceptional demand and quality required. In 2019, Marie was named Director of Reservations for The Set Collection, leading the local teams in London, Paris, and Amsterdam, as well as the newly established central Reservations office for member hotels.

  • Ton van Geffen

    Loyalty and Guest Recognition Manager

    With over twenty years of guest facing and systems experience in hospitality, Ton has worked with a wide variety of international brands in The Netherlands and the US. Having been with The Set for over 9 years, Ton’s career began at the Conservatorium hotel and progressed naturally from day one, eventually becoming Reservations Manager at The Set Collection. After a successful tenure of implementing new processes and innovations to the operating and reservations teams, Ton now oversees The Set Collection’s loyalty programme, The Set DISCOVERY, in partnership with GHA.

  • Jantineke Eijkelenkamp

    Sustainability Manager

    With over 25 years of experience, Jantineke has had various experiences in the hospitality industry, building a wealth of knowledge and expertise in project management. Starting at the Waldorf Astoria in New York, Jantineke’s experience also saw her work with globally recognised brands including Hilton, InterContinental, and Starwood in London and Paris alike, as well as in desirable destinations like Morocco. In 2011, Jantineke joined the Conservatorium hotel in Amsterdam as part of the pre-opening team, and within 2 years became The Set’s project manager, working across a variety of critical projects, including the opening of the Lutetia Paris. In 2022, Jantineke began leading the group’s Sustainability initiatives, and since then has lead the group to successful partnerships with Green Globe, CHOOOSE, and more, implementing key structural changes and strategies to ensure each luxury destination within The Set is involved with robust sustainability measures.

  • Colin Dawidziuk

    Head of Social Media & Content

    A graduate of the London College of Fashion’s BA in Fashion Journalism, Colin has spent the last 9 years working with luxury brands on defining their editorial content and social media strategies. With internships at British Vogue and British Elle, Colin went on to work with international luxury houses in Milan and London, including Bottega Veneta, Bally, and Jimmy Choo, as well as working with brands ranging from Belstaff, Liberty London, and Wolford. Today, he oversees all social media and content for The Set Collection, in addition to expanding the brand’s network of influential profiles and connecting these individuals with other member hotels.


We are consistently seeking to expand our collection of like-minded, independently owned luxury hotels & resorts in destinations we are not located in yet. If this sounds like your property, we’d love to hear from you.

We invite you to complete the following form to begin your journey with us.