CEO Today - May 2022

Tell us a little bit more about the concept behind The Set Collection? The Set Collection is a new luxury brand representation company of the world’s most exceptional independent hotels, run by hoteliers for hoteliers. It has been designed for owners, investors andmanagement teams seeking an alternative to the traditional representation and distribution service. There is an abundance of a large number of hotel brands in this dynamic and exciting industry today, most of which belong to large hotel groups (Accor for example has about 60, Marriott twice as many). Simply put, customers and owners get lost in this multitude of brands and need clearer reference points. Our brand, The Set Collection was created by the four founding hotels of The Set Hotels brand -Lutetia in Paris, Cafe Royal in London, Conservatorium in Amsterdam and Mamilla in Jerusalem. Each of these hotels is undeniably recognised as one of the jewels of the luxury hotel industry and a leader in its market, for example, the Lutetia is the only Palace on the Left Bank. By creating The Set Collection brand, we wanted to address hoteliers and owners who are looking for an alternative to traditional representation. We offer our members the possibility to safeguard their own hardwon identity and brand recognition without having to join a management brand and are able to provide them with a full range of a la carte services at both the commercial and representation level. Not only do we offer our talents, expertise and cutting-edge practices across multiple disciplines, but we also offer the opportunity to benefit from our strong commercial power.

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