We are a global community of extraordinary hotels, united in celebrating individuality within the ultra-luxury space.
By joining The Set, you benefit from our award-winning brand visibility, powerful network of industry experts, and exposure to new markets, while enjoying the freedom and flexibility to remain authentically you.
“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 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.
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.
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.
Our Global Sales Office network provides access to roadshows, trade shows, and new leads across all segments. With global B2B partnerships including Amex TLS, Virtuoso, Sabre, and luxury consortia, your hotel gains priority access to key industry players.
Our loyalty ecosystem drives cross-selling and incremental revenue among member hotels, with access to 30 million B2B and B2C members worldwide. This increased visibility among an engaged audience gives your hotel a competitive edge in the luxury landscape.
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.
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.
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 in 2019 as VP of Sales. Ruurd took on Hotel Development in 2021. From 2024, Ruurd solely oversees Hotel Development, leading The Set’s growth, connecting founding members and member hotels with clients and partnerships that address their needs.
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, he also continuously improves service delivery by fostering the group’s guest-focused reservations team.
With over 20 years of experience in the hospitality industry, Kasia has led the development and execution of dynamic marketing strategies for globally renowned brands, including Hyatt, IHG, The Langham Hotels & Resorts, and Marriott International. Her expertise in managing large portfolios has enabled her to create impactful marketing strategies that seamlessly blend global brand objectives with the unique needs of individual properties worldwide. Since joining The Set in 2021, Kasia has been instrumental in shaping the brand’s marketing, brand, and digital strategy, while providing strategic guidance to member hotels. She played a pivotal role in launching The Set DISCOVERY, the group’s first loyalty program, in collaboration with Global Hotel Alliance (GHA), enhancing guest engagement and brand loyalty.
Tom is an accomplished sales professional with 17 years of experience in the luxury hospitality industry. Before joining The Set, 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 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.
Originally from Paris, and a graduate of the Ecole Hoteliere de Lausanne, Mickael began his career with Kempinski in Djibouti, subsequently moving to London to join the InterContinental Hotels Group Marketing team, working across various specialities, including Loyalty and Commercial Marketing. Soon after, Mickael became an integral part of the group’s corporate sales team, building strong relationships with key corporate clients, with further roles at Leading Hotels of the World and Oetker Collection predominantly across corporate sales strategies and other European markets. Mickael joined The Set in 2024 as Director of Business Performance and Strategy, working closely with the group’s member hotels to drive sales, expand on business opportunities, and facilitate a variety of strategic results.
