Set Hotels Sl
Set Hotels SL is a family-owned, Menorca-focused hospitality operator running 9 hotels, 3 restaurants, and apartment/villa inventory serving leisure travellers and families through direct booking and European tour-operator channels.
- Company typePrivate
- Founded1995
- HeadquartersMahón, Spain
- Headcount—
- GTM typeB2C
- OfferingServices
What Set Hotels Sl does
Set Hotels SL is a family-owned private hospitality company headquartered in Mahón (Menorca, Spain) that operates a portfolio of 9 hotels, 3 restaurants, and supporting apartment, villa, and farm assets exclusively on the island of Menorca. The group traces its origins to a family tourism enterprise established in 1963 and was formally constituted as Set Hotels in 1995; the flagship Seth Santo Tomás hotel has operated since 1966. Its core business is beachfront leisure accommodation for families, couples, and individual travellers, spanning budget apartments (Seth Sa Mirada, Seth Mestral & Llebeig, Seth Isla Paraíso) through four-star hotels (Seth 55 Santo Tomás, Seth Santo Tomás, Seth Port Ciutadella, Seth Punta Prima) to luxury villas (Seth Santo Tomás Villas and Son Costa Casa de Campo), with approximately 2,500 beds, 300+ employees, and roughly 70,000 guests served in the 2022 season.
Revenue is generated primarily through room and apartment rentals complemented by on-site food and beverage (three signature restaurants — Es Pins, Malibú, Punta Negra rooftop — plus multiple snack bars and buffets), spa and wellness services at three properties, sports and recreation (padel, gym, mini golf, kids splash pool), and private events at venues including Sir Anthony restaurant (40–50 person capacity). Distribution is direct-to-consumer via sethotels.com with best-price guarantee, free cancellation, and multi-night discounts, alongside partnerships with major European tour operators (TUI, Jet2holidays) and online travel agencies (Booking.com, TripAdvisor, Kim Kim, Trivago). Pricing is dynamic and seasonal, with a loyalty-style Select by Seth premium-suite programme layered on top.
The technology stack is conventional hospitality infrastructure: a proprietary booking engine (booking.sethotels.com), GuestPro for online check-in and booking management, Stripe for payments, Google Analytics for web analytics, and WhatsApp for guest contact — no proprietary AI, ML, or algorithm-based platform is described. Set Hotels differentiates through its claimed position as the Menorcan hotel company with the most tourist occupancy on the island, integrated resort cluster at Santo Tomás, an owned farm (Algendar d'en Gomila) supplying KM0 artisanal charcuteries, and a dense portfolio of sustainability certifications (ISO 9001, ISO 14001, Biosphere Reserve, Travelife Gold, Ecostars Silver, Plastic Free Balearics, TUI Umwelt Champion, CAEB 2024 Circular Company award). The February 2026 acquisition of the Occidental Menorca Hotel (374 rooms), financed by CaixaBank and rebranded Seth Punta Prima, materially expands the group's footprint and reinforces its consolidation strategy on the island.
Set Hotels Sl firmographics
Firmographics- Name
- Set Hotels Sl
- Legal name
- SET HOTELS, S.L.
- Website
- https://sethotels.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Short description
- Set Hotels SL is a family-owned, Menorca-focused hospitality operator running 9 hotels, 3 restaurants, and apartment/villa inventory serving leisure travellers and families through direct booking and European tour-operator channels.
- Ownership category
- akta.pro rank
Set Hotels Sl industry classification
Industry- Product category
- Hotel and Resort Hospitality
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Accommodation (721), Traveler Accommodation (7211), All Other Traveler Accommodation (721199)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)
- akta.pro secondary industries
- Hotel & Resort Restaurants (THAFACAH), Destination Spa Resorts (THAGAMAA), Luxury Villa Resorts & Branded Villa Communities (THAMAEAI), Lounge Bars & Hotel Bars (THAFAEAI)
Keywords
Where Set Hotels Sl is headquartered
LocationHeadquarters
- HQ city
- Mahón
- HQ country
- Spain
- HQ region
- Europe
Offices5 records
Markets served
Set Hotels Sl business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Hotel Accommodation Revenue: Set Hotels generates the majority of its revenue from room and apartment rentals across its 9 hotels and 3 restaurants on Menorca. Accommodation types include standard rooms, suites (swim-up, beach suites, jacuzzi suites), and apartments across multiple price tiers (Seth 55 Santo Tomás 165 rooms, Seth Santo Tomás 99 rooms, Seth Port Ciutadella 94 rooms, Seth Punta Prima, Seth Isla Paraíso 114 apartments, Seth Mestral & Llebeig 129 apartments, Seth Sa Mirada).
- Food & Beverage Revenue: Revenue generated from the group's 3 restaurants (Es Pins, Malibu, Punta Negra rooftop) and multiple snack bars, buffets, and lounge facilities across hotel properties. The company also operates its own artisanal charcuterie from Algendar d'en Gomila farm for use in its restaurants.
- Spa & Wellness Services: Revenue from spa treatments, massages, wellness circuits, and beauty services offered at Seth 55 Santo Tomás, Seth Santo Tomás, and Seth Port Ciutadella. Some spa access is complimentary for guests; additional treatments are charged.
- Events & Private Celebrations: Revenue from event spaces and private dining rooms including Sir Anthony restaurant (capacity 40-50 persons) available for private celebrations, company dinners, and meetings. Rooms and events facilities are marketed at sethotels.com/salas-y-eventos.
- Sports & Recreation Activities: Revenue from recreational services including padel court rentals, personal training sessions, mini golf, and kids club splash pool and bouncy castles at Seth Mestral & Llebeig. Some activities are complimentary for guests; additional activities are charged.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Suite Swim Up at Seth 55 Santo Tomás |
| Subscription | Pay-as-you-go | Beach Suite at Seth Santo Tomás |
| Subscription | Pay-as-you-go | Junior Suite at Seth Port Ciutadella |
| Subscription | Pay-as-you-go | Family Beach Suite at Seth Santo Tomás |
| Subscription | Pay-as-you-go | Select by Seth Program |
| Subscription | Pay-as-you-go | Seth Punta Prima Summer Offer |
| Subscription | Pay-as-you-go | Multi-night Stay Discount |
| Subscription | Pay-as-you-go | Villas Summer 2026 Offer |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Set Hotels Sl product offering
Product offeringCore offering
Set Hotels operates a portfolio of 9 hotels and 3 restaurants exclusively on Menorca island in Spain, offering beachfront accommodation ranging from apartments to luxury suites with private pools. The group provides integrated resort services including accommodation, food and beverage, spa and wellness, sports and recreation, kids club entertainment, and event spaces across approximately 2,500 beds (640 hotel rooms and 335 apartments).
Differentiator
Problem solved
Functional benefit
Brands
- Select by Seth: Premium room upgrade program offering exclusive amenities including extra comfort items, daily courtesy water, robes and slippers, pool towels in room, capsule coffee machine, minibar with local products, welcome gift, pillow menu, and blankets for sofa and terrace.
- Seth Resort
- Pinxo Land
- Es Pins
- Malibu
- Punta Negra
- Algendar d'en Gomila
Products and services
- Seth 55 Santo Tomás Four-star superior hotel at Santo Tomás beach featuring 165 rooms including 8 Swim Up suites with private terrace pools and jacuzzi suites. Includes full-service spa, indoor and outdoor gyms, cross-training rack, and multiple dining venues. 25% self-produced energy. Targeted at premium leisure travellers.
- Seth Santo Tomás Four-star superior beachfront hotel opened since 1966 featuring 99 rooms with direct beach access, garden with pool, spa, suites with outdoor jacuzzi and sea views, two restaurants, and a lounge bar. 40% repeat guest rate. The most historic hotel in the Set Hotels chain.
- Seth Port Ciutadella Four-star superior sustainable hotel located on the Passeig Marítim of historic Ciutadella de Menorca facing Platja Gran. Features 94 rooms, garden with pool, complimentary spa, bicycle parking, meeting rooms, and event/celebration spaces. Offers Select by Seth premium rooms.
- Seth Punta Prima Four-star hotel on the south coast of Menorca at Punta Prima beach, acquired in February 2026 from Occidental Menorca. Features 374 rooms, family rooms, multiple outdoor pools including a splash pool, padel and tennis courts, volleyball court, spa with heated pool and hydrotherapy circuit, gym, buffet restaurant, two à la carte snack bars, and Seth Club Family & Sports day-pass facility.
- Seth Isla Paraíso Apartment hotel in Arenal d'en Castell on Menorca's north coast featuring 114 apartments (1-bedroom and 2-bedroom), an outdoor pool with sea views, a buffet restaurant, a snack bar, kids club, and children's playground. TripAdvisor Travellers' Choice 2023.
- Seth Mestral & Llebeig 129-apartment family complex at Santo Tomás beach in south Menorca offering 1, 2, and 3-bedroom apartments. Features a splash pool, inflatable castles, kids club, mini golf, padel courts, 24-hour reception, daily cleaning, electric vehicle charging, and access to the Seth Resort Santo Tomás amenities. TripAdvisor Travellers' Choice 2020 and 2026.
- Seth Sa Mirada Family apartment accommodation in Arenal d'en Castell featuring pool, snack bar, reception, children's playground, and dining at the nearby Seth Isla Paraíso restaurant. Ecostars Silver certified for ESG performance.
- Seth Villas & Casa de Campo Private villa accommodations in Menorca offering the highest level of privacy at Seth Santo Tomás and Son Costa Casa de Campo. Offered with summer seasonal promotions of up to 12% discount for direct website bookings.
- Es Pins Restaurant One of the most iconic restaurants on Menorca's south coast, situated on Santo Tomás beach with panoramic terrace views. Offers a full menu of tapas, fresh fish, and rice dishes with emphasis on local and proximity products. Operated within the Seth Resort Santo Tomás complex.
- Malibú Bar Beachfront bar and dining venue on Santo Tomás promenade with extensive summer terrace seating. Offers tapas, drinks, and cocktails with sea views for post-beach relaxation. Linked to the Seth Resort Santo Tomás.
- Punta Negra Rooftop Exclusive rooftop bar and restaurant atop Es Pins, overlooking Santo Tomás beach. Features panoramic views, refined cocktails, elevated cuisine, and sunset-focused ambiance. Adult-oriented (18+) outdoor terrace venue within the Seth Resort Santo Tomás.
- Pinxo Land Kids Club Children's activity and entertainment club available at the Santo Tomás resort area. Offers mini golf, splash pool, kids club, play zones, and animation activities. The Pinxo Land mascot appears across hotel signage and marketing materials.
- Rooms and Events Corporate meeting and private event spaces at Seth 55 Santo Tomás and Seth Port Ciutadella. Sir Anthony restaurant offers private event capacity for 40-50 persons. Target clients include corporate groups, event organisers, private celebrations, company dinners, and weddings.
- Spa and Wellness Services Spa treatments, massages, wellness circuits, and beauty services offered at Seth 55 Santo Tomás, Seth Santo Tomás, and Seth Port Ciutadella. Spa access is complimentary for guests at some properties and charged at Seth Mestral & Llebeig (€17). Gym access is free at Seth Santo Tomás and €5/day at Seth 55 Santo Tomás and Seth Mestral & Llebeig.
- Sports and Recreation Activities Recreational services including padel court rentals, personal training sessions, mini golf, kids club splash pool, bouncy castles, and kids club entertainment at Seth Mestral & Llebeig and other properties. Some activities are complimentary for guests and additional activities are charged.
Quantifiable outcome
- 40% repeat customer rate at Seth Santo Tomás hotel
- +4 more outcomes
Companies that use Set Hotels Sl
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Set Hotels Sl technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Set Hotels Sl partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- CuatrecasasminorLaw firm Cuatrecasas advised CaixaBank on the financing provided to Set Hotels for the acquisition of the Occidental Menorca Hotel. Cuatrecasas acted as legal counsel to the lender (CaixaBank) in this transaction.
- TUIcoreTUI is a major European tour operator distributing Set Hotels inventory. Seth 55 Santo Tomás was recognised among the top 100 hotels globally by TUI Global Awards 2025. Multiple properties hold TUI Umwelt Champion status for ecological management. TUI customer satisfaction questionnaires inform the award recognition.
- Jet2holidayscoreJet2holidays is a UK-based tour operator distributing Set Hotels properties and has awarded Quality Awards and Quality Recognition to multiple Set Hotels properties (Seth Port Ciutadella, Seth 55 Santo Tomás, Seth Mestral & Llebeig) for exceptional service quality.
- Kim KimminorOnline travel agency Kim Kim features Set Hotels properties and has listed Seth Santo Tomás among the top 3 best beachfront hotels in Menorca.
- Algendar d'en GomilaminorSet Hotels' own farm on Menorca producing artisanal cold meats and cheeses served in group restaurants. The farm embodies the group's commitment to KM0/local sourcing, animal welfare, and field sustainability. Products from Algendar d'en Gomila are featured in restaurant menus and the Select by Seth minibar offering.
- TripAdvisorminorTripAdvisor distributes Set Hotels through its platform and awards Travellers' Choice recognition to multiple Set Hotels properties (Seth Isla Paraíso 2023, Seth Mestral & Llebeig 2020, 2026). The award is displayed on property pages.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
Set Hotels Sl competitors and assessment
Company assessmentDirect peers
- Artiem Hotels: Menorca-based hotel group operating multiple four-star properties on the same island as Set Hotels. Direct local competitor for the same tourist segment with overlapping geographic coverage and similar resort product positioning.
- Grupotel: Mallorca-based hotel and apartment chain operating across the Balearic Islands. Direct regional peer with similar mix of hotels and apartments, comparable Mediterranean resort positioning, and overlapping European tour-operator customer base.
- Hoteles Globales: Spanish hotel group with significant presence in the Balearic Islands, especially Mallorca and Menorca. Direct competitor serving similar family-resort and apartment segments with comparable tour-operator distribution.
- Insotel Hotel Group: Balearic Islands-focused hotel and apartment operator with properties in Menorca and Ibiza. Direct geographic peer serving similar family resort demand with comparable apartment-and-hotel product mix.
- MarSenses Hotels & Homes: Spanish hotel group with properties across the Balearic Islands. Comparable business model combining hotels and apartments in Mediterranean island destinations with similar family-and-couple target segment.
Broad incumbents
- Meliá Hotels International: Spain's largest hotel group with extensive Mediterranean and Caribbean resort portfolio. A broad incumbent operating at much larger scale with overlapping customer segments, similar tour-operator distribution, and comparable sustainability programmes.
- Barceló Hotel Group: Major Spanish hotel group with extensive resort portfolio across the Mediterranean and Caribbean. Broad incumbent operating at much larger scale with overlapping family-resort customer segment and similar European tour-operator channels.
- H10 Hotels: Spanish hotel chain with properties across Spain including the Balearic Islands. Broader portfolio player with comparable urban-and-resort mix and overlapping European leisure customer base.
- Iberostar Hotels & Resorts: Spanish family-owned (Abutaleb/Arostegui family) resort hotel group with strong presence in Spain, the Mediterranean, and the Caribbean. Similar family-ownership model, comparable resort product, and overlapping tour-operator customer base.
- Palladium Hotel Group: Spanish family-owned resort operator with extensive Mediterranean and Caribbean properties. Comparable family-ownership structure, similar all-inclusive-leaning resort model, and overlapping TUI/Jet2 distribution channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Set Hotels Sl social profiles
Digital presenceSet Hotels Sl compliance and trust
Trust signalCompliance18 records
Set Hotels Sl financial estimates
Financial estimateRevenue estimate
Valuation estimate
Set Hotels Sl leadership team
Management profileNumber of profiles
Set Hotels Sl subsidiaries and ownership
Company hierarchySubsidiaries9 records
Set Hotels Sl funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Set Hotels Sl M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Set Hotels Sl
What does Set Hotels Sl do?
Set Hotels operates a portfolio of 9 hotels and 3 restaurants exclusively on Menorca island in Spain, offering beachfront accommodation ranging from apartments to luxury suites with private pools. The group provides integrated resort services including accommodation, food and beverage, spa and wellness, sports and recreation, kids club entertainment, and event spaces across approximately 2,500 beds (640 hotel rooms and 335 apartments).
Is Set Hotels Sl a public or private company?
Set Hotels Sl is a private company. It is classified as family owned and is currently operating.
When was Set Hotels Sl founded?
Set Hotels Sl was founded in 1995.
Where is Set Hotels Sl based?
Set Hotels Sl is headquartered in Mahón, Spain, in the Europe region.
How does Set Hotels Sl make money?
Five revenue lines are on record. Hotel Accommodation Revenue is the primary driver. The others are food & Beverage Revenue, spa & Wellness Services, events & Private Celebrations and sports & Recreation Activities.
Who are Set Hotels Sl's main competitors?
Direct peers on record are Artiem Hotels, Grupotel, Hoteles Globales, Insotel Hotel Group and MarSenses Hotels & Homes. Broad incumbents are Meliá Hotels International, Barceló Hotel Group, H10 Hotels, Iberostar Hotels & Resorts and Palladium Hotel Group.
Does Set Hotels Sl have an API?
No public API is recorded for Set Hotels Sl.
What industry is Set Hotels Sl in?
Set Hotels Sl's product category is Hotel and Resort Hospitality. Its primary akta.pro industry code is THAGAAAD, Resort-Area Full-Service Hotels (Non–All-Inclusive), with a secondary code of THAFACAH, Hotel & Resort Restaurants. Its NAICS code is 72111 and its SIC code is 7000.