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Become a Member Hotel
We are a global community of extraordinary independent 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?
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.
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.
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.
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.
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.
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.
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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.”
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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.”
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Nick Downing
General Manager, The Siam“We are delighted with our decision to affiliate The Siam with The Set and we have been thrilled by the positive response from both the travel industry and our guests. Partnering with The Set has allowed us to collaborate with a remarkable collection of non-competing independent hotels in key destinations worldwide.”
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Toby Smith
Deputy Chairman, Swire Hotels (House Collective)“Joining The Set continues to prove to be one of the best decisions we have made for our House Collective hotels. The synergy between our brands is unquestionable, from sharing renowned designer Piero Lissoni, to our aligned service style and philosophy and client profile, our properties fit seamlessly into The Set.”
“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 independent 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
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Robin Stangroom
Chief Executive Officer
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Gladys Camphuijsen
Vice President of Development
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Andreas Bergfeld
Director of Global Sales
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Mickaël Billy
Director of Business Performance & Strategy
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Kasia Rudnik
Senior Director of Marketing
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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.