For those who define luxury not just by opulence, but by soul-stirring experiences and curated individuality, The Set stands as a beacon. Now, this celebrated collection of world-class independent hotels is bringing its signature magic to the GCC.

With an already glittering portfolio that includes icons like Hotel Café Royal in London, The Siam in Bangkok, and The Upper House in Hong Kong, The Set is known for gathering hotels that don’t just accommodate guests, they inspire them. Now, it’s eyeing the thriving luxury market of the Middle East. And for travel agents catering to the jet-setting elite – this is your next golden ticket!

The Set’s leadership team, CEO Robin Stangroom, VP Development Gladys Camphuijsen, and Director of Sales Kirk McDonald, along with two members of The Set – GM of Hotel Café Royal, Eugene Leonard and Head of Development & Projects at Swire Hotels (The House Collective), Simon McHendry have been on a week-long mission in the region to introduce the brand to luxe players.

Visiting Riyadh, Jeddah, Doha and Dubai, the group embarked on a strategic odyssey, leveraging their collective expertise to forge meaningful connections with the region’s luxury stakeholders, showcasing the brand’s refined offerings and bespoke hospitality.

A glimpse into the genesis of The Set

Conceived from a deliberate pursuit of unparalleled excellence, The Set was born to satiate a yearning for hotels that transcend convention, instead embracing individuality and curated elegance. Its creation was rooted in a belief that true luxury lies in individuality, artistry, and story. With a portfolio of around 20 different brands, each hotel in The Set doesn’t fit a mould – it breaks it.

Stangroom emphasised that The Set doesn’t accumulate a homogenous portfolio of cookie-cutter five-star hotels. Instead, they meticulously curate properties embodying the brand’s distinct DNA, where design meets soul, and heritage is proudly amplified, not polished over. McDonald adds that it is an exciting time to join The Set as the brand expands its footprint in the region.

“The Middle East region is home to a discerning audience that values individuality, authenticity, and world-class experiences—ideals that align perfectly with our brand. I look forward to deepening our partnerships across the region and delivering The Set’s unique promise of independent luxury with intention and impact.” – Kirk McDonald

Partnerships in luxury and style

When a hotel group collaborates with names like Aston Martin, Frette, and Cartier, you don’t just get partnerships—you get experiences that whisper elegance and shout exclusivity.

These alliances embody a shared dedication to precision, craftsmanship, and refinement. They’re not just endorsements; they’re curated experiences that redefine luxury. Every detail is meticulously crafted for discerning guests who demand excellence at every touchpoint

The GCC reveal

Now, with The Set’s sights set on the GCC, insiders are eagerly speculating which architectural gems and cultural icons will join the fold. Will it be a serene desert oasis? A palatial urban retreat in Riyadh? Or a coastal marvel in Dubai’s design district? The answer, for now, remains tantalisingly under wraps.

“The GCC holds immense potential for The Set. Our growth philosophy is intentionally curated, we’re not pursuing volume, but rather seeking out iconic properties that embody individuality, excellence, and a strong sense of place. Over the next 12 to 18 months, we plan to expand at a considered pace, and with several promising conversations already underway across the GCC, we’re confident this region will play a pivotal role in our journey ahead.” – Robin Stangroom, CEO The Set

Why luxury travel advisors should get on board

For luxury travel advisors looking to elevate their portfolios, partnering with The Set isn’t just smart, it’s strategic. These are hotels that deliver beyond check-in. Think private fashion previews, chauffeured Aston Martin city tours, and Michelin-level gastronomy without a hint of pretension – just second nature to those who live and breathe the rarefied world of high-end travel.

As the GCC opens its gilded doors to The Set, travel advisors have the chance to be at the forefront of the region’s next big luxury chapter. Sophisticated clients will appreciate the brand’s commitment to excellence, and advisors will appreciate being able to deliver experiences that redefine luxury travel.

Stangroom said, “Travel advisors are at the heart of our strategy. The Set offers a distinctive alternative to traditional affiliations, with an exclusive, non-competing portfolio where every property is hand-selected for its individuality and excellence.” This translates to greater confidence and stronger conversion for advisors when recommending The Set’s hotels.

Trade events

The Set also prioritises its relationships with travel advisors, hosting an annual Middle East Appreciation Week, where regional buyers can connect directly with member hotels. Last year’s event welcomed partners at Café Royal in London; and this year’s gathering will be at Deos in Mykonos.

Some upcoming initiatives include:

• A new trade-focused content hub – to empower advisors with compelling narratives, imagery, and insightful destination expertise, enabling them to craft even more irresistible itineraries and confidently upsell The Set’s unique experiences to their discerning clients.
• An invitation-only recognition program – to celebrate and reward top-performing advisors, and offer bespoke benefits and unique access.
• A regional familiarisation program – providing advisors with first-hand experiences of The Set’s properties and the surrounding destinations.
• In 2025, The Set will debut its signature event, The Set Summit, bringing together its global portfolio and most loyal luxury travel advisors for an immersive, collaborative experience.

“At The Set, we’re reimagining what independent luxury can look like, thoughtfully and intentionally. We believe our remarkable hotels deserve support that’s as tailored and distinctive as they are, with greater flexibility, visibility, and meaningful collaboration. For travellers, that means a portfolio where every stay promises something truly exceptional, without exception.” – Robin Stangroom

What members are saying

Dean Winter, Managing Director of Swire Hotels, emphasised the strategic value of partnering with The Set Collection, a curated network of luxury hotels that share a passion for exceptional hospitality. By joining forces with like-minded properties, The House Collective – comprising The Upper House in Hong Kong, The Temple House in Chengdu, and The Middle House in Shanghai – can amplify its presence in key markets and collaborate on bespoke experiences that charm discerning guests.

“It has been a great pleasure partnering with The Set Collection. Robin and his team truly appreciate and understand luxury hospitality and have the passion and dedication in bringing unique experiences to the market. We are proud to be part of it.” – Dean Winter

“Being part of The Set has connected Hotel Café Royal to a global community of exceptional, independently minded hotels, each one distinctive, none in competition. For our Middle Eastern guests, it offers something truly valuable: access to a refined, familiar level of service wherever they travel, alongside exclusive privileges through The Set Discovery recognition programme. For our hotel, the affiliation has brought enhanced visibility in key markets, stronger industry partnerships, and a meaningful uplift in new business and guest retention.” – Eugene Leonard, GM of Hotel Café Royal, London.

All we can say is, The Set isn’t just joining the region. It’s raising the bar.