The Set Hotels announce rebrand and launch of representation company

EU: The Set Hotels, with locations in Amsterdam, Paris, London and Jerusalem, has launched a soft rebrand called The Set Collection designed for owners, investors and management teams.

The Set Collection is a luxury brand representation company. Member hotels can retain their brand identify alongside the day-to-day running of the property, whilst utilising the services and support of the collection.

Founding member hotels include the Hotel Cafe Royal in London, Conservatorium in Amsterdam, Lutetia in Paris and Mamilla hotel in Jerusalem. Discussions are underway with several other parties, and further announcements are expected to follow.

Brian Gore, VP of marketing, brand and digital, said: “Given the challenges that the travel industry has faced over the past 12 months, we feel that hoteliers are looking for something new that aligns better with their business needs. For example, access to essential distribution channels, does not have to go hand in hand with full sales support if a hotel does not need it. In addition, if required, we will offer services that traditional representation companies do not, such as digital marketing services.” 

The Set Collection has partnered with Sabre to provide member hotels distribution and booking engine capabilities, as well as GDS representation through the ‘TS’ chain code made available exclusively to Set Collection members.

A 24/7 voice reservations service and central RFP management system is also provided, plus a range of add-on technology services to suit individual requirements. 

Member hotels will also receive regular revenue and distribution health checks. Robin Stangroom, VP of revenue, reservations and distribution explained: “We don’t want to be seen simply as a machine which member hotels plug into for their distribution and marketing needs. When you become a hotel of The Set, you are benefitting from our expertise as much as our infrastructure. For example, some independent hotels don’t have the resource of their own dedicated and skilled revenue teams or digital marketing managers, so they will benefit from our collaborative approach where we work with our hotels to tangibly improve efficiency and results, which is mutually beneficial for both parties considering our performance-related fee model.”

Gore, Stangroom and Ruurd Hooijer, senior director of sales and marketing, comprise the leadership team and are headquartered in London.

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