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The Set Collection Announces Four New Hotels

The Set Collection has announced today that the uber-chic Asian luxury hospitality brand, The House Collective, will include its four properties to become a part of its cutting-edge new hotel representation company. The House Collective’s four hotels, The Opposite House in Beijing, The Upper House in Hong Kong, The Temple House in Chengdu and The Middle House in Shanghai will join The Set Collection’s four founding member hotels; Hotel Cafe Royal in London, Conservatorium in Amsterdam, Lutetia in Paris and Mamilla hotel in Jerusalem.

The Set Collection is carefully curating its collection and plans to work only with extraordinary and like-minded organizations that embody the spirit of their locations as exemplified in its four hotels located in the world’s great cities: Amsterdam, London, Paris and Jerusalem.

 “We believe this exciting partnership will further elevate The House Collective reputation in the ultra-luxury hospitality space and help our brands stand out and appeal to the growing number of luxury consumers outside of Asia,” says Dean Winter, Managing Director for Swire Hotels.

The Middle House, Shanghai
The Middle House, Shanghai

Jean-Luc Naret, Executive Director of The Set Collection also comments, “I cannot think of a better group of hotels to be our first new members than The House Collective. Like our founding members in Europe and Israel, The House Collective’s properties have made an impact on their market and the luxury traveler’s collective consciousness that is far greater than their relatively small footprint would suggest. It is a privilege to work with these expert hoteliers, not only to offer them the myriad benefits that being a part of The Set Collection offers but also to learn and grow together in new and exciting markets during these unique times.”

Hotel Café Royal, London
Hotel Cafe Royal Dome Penthouse, London

The Set Collection is a new luxury brand representation company of like-minded independent hotels, run by hoteliers for hoteliers. It has been designed for owners, investors and management teams seeking an alternative to the traditional representation and distribution service. The Set Collection is building a portfolio of non-competing hotels whilst providing a platform that will encourage them to work together to achieve their business objectives.

About The Set Collection

A carefully curated luxury hotel collection, comprising of some of the world’s most exceptional, likeminded, independent hotels and resorts worldwide. 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 own hotel brand and identity. Capturing the hearts and minds of guests is a value that is shared amongst all of our member hotels and is what drives us to create memorable experiences that leave you with the desire to return. Headquartered in London, a core team of experienced hospitality professionals with decades of experience across the luxury hospitality sector lead The Set Collection. The leadership team consists of Jean-Luc Naret – Executive Director, Robin Stangroom, Chief Commercial Officer, Brian Gore – VP Marketing, Brand & Digital, Ruurd Hooijer – VP Sales & Eliot Sandiford – Director of Public Relations.

About The House Collective

The House Collective by Swire Hotels is a group of refined, highly individual properties that defy comparison. Each uniquely imagined, The Opposite House in Beijing, The Upper House in Hong Kong, The Temple House in Chengdu and The Middle House in Shanghai were designed for seasoned travellers who seek a different, intimate and personalised experience in luxury travel. Each House is a sophisticated, singular piece of design, created by talented architects and designers, that reflect the unique qualities of their surroundings.

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