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The Set Hotels rebrands as The Set Collection

The Set Hotels, with locations in Amsterdam, Paris, London and Jerusalem, has launched a soft rebrand called The Set Collection.

The Set Hotels started with the Conservatorium in Amsterdam in 2011. By 2018, it had three European hotels with the addition of Café Royal in London and the Lutetia in Paris.

The Set Collection is a new luxury brand representation company. It has been designed for owners, investors and management teams seeking an alternative to the traditional representation and distribution service, according to the company. Under The Set Collection, owners and management teams retain their hotel brand and identity alongside the day-to-day running of their property, while taking advantage of tailored services to support their operation and existing teams.

The first member hotels to be added to the collection will be Hotel Cafe Royal in London, Conservatorium in Amsterdam, Lutetia in Paris and Mamilla Hotel in Jerusalem.

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.

Brian Gore, VP marketing, brand & digital

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.

Headquartered in London, the leadership team consists of Brian Gore – VP Marketing, Brand and Digital; Robin Stangroom – VP Revenue, Reservations and Distribution and Ruurd Hooijer – Senior Director of Sales and Marketing.

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