The Set Collection
The Set Collection is a UK-based hospitality group curating 17 independent luxury hotels and resorts across five continents, providing centralized sales, marketing, loyalty, and distribution services to high-net-worth leisure, celebration, business, and wellness travelers.
- Company typePrivate
- Founded2011
- HeadquartersLondon, United Kingdom
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What The Set Collection does
The Set Collection is a UK-headquartered hospitality group, founded in 2011, that curates a portfolio of 17 independent luxury hotels and resorts across Europe, Asia, the Middle East, and the Americas. Headquartered in London, the group affiliates distinctive properties including Hotel Café Royal (London), Upper House (Hong Kong, Shanghai, Chengdu), The Siam (Bangkok), Mamilla Hotel and The David Citadel (Jerusalem), Myconian Deos (Mykonos), Andronis Concept (Santorini), Nay Palad Hideaway (Siargao), Round Hill Hotel & Villas (Jamaica), The Chedi properties (Qatar, Oman, UAE, Saudi Arabia), and Shinta Mani properties (Cambodia). The group operates a direct-to-consumer model with a centralized website-based booking widget, integrated reservation system, global phone reservations, and the DISCOVERY rewards loyalty programme to drive direct bookings and customer retention across the portfolio.
The underlying technology is a website-based centralized booking platform with an integrated reservation system spanning all member hotels, complemented by multi-channel marketing infrastructure (Instagram, Facebook, LinkedIn, Xiaohongshu, WeChat, email newsletter) and branded sub-products including the Upper House hotel family, Mi Xun Spa, and Akasha wellbeing. The company derives revenue from room bookings, food and beverage operations across numerous member-hotel restaurants and bars, spa and wellness services (Akasha, Mi Xun, Opium spas), and the DISCOVERY membership programme. Pricing is quote-based and personalized rather than publicly disclosed, consistent with a high-end luxury positioning.
The Set Collection serves luxury travelers, celebration travelers (weddings, honeymoons, milestone events), business travelers requiring premium accommodations with meeting facilities, and wellness-focused travelers seeking spa and longevity programmes. Marketing emphasizes visual storytelling, editorial content through the 'Curated by The Set' blog, and bespoke experiential offerings (Sak Yant tattoo studio, Muay Thai, tennis clinics, surfing, longevity residencies). The company is privately held with no disclosed parent, venture capital, or private equity ownership, and reports a headcount of 501-1,000 employees.
The Set Collection firmographics
Firmographics- Name
- The Set Collection
- Legal name
- The Set Collection
- Website
- https://thesetcollection.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- The Set Collection is a UK-based hospitality group curating 17 independent luxury hotels and resorts across five continents, providing centralized sales, marketing, loyalty, and distribution services to high-net-worth leisure, celebration, business, and wellness travelers.
- Ownership category
- akta.pro rank
The Set Collection industry classification
Industry- Product category
- Luxury Hotels
- akta.pro primary industry
- Luxury Boutique & Lifestyle Resorts (THAGACAO)
- akta.pro secondary industry
- Luxury Villa Resorts & Branded Villa Communities (THAMAEAI)
Keywords
Where The Set Collection is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices17 records
Markets served
The Set Collection business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Room Revenue: Revenue from guest room bookings across all member hotels in the collection. Guests book directly through The Set website or individual hotel pages.
- Food & Beverage: Revenue from restaurants and bars at member properties including Hotel Café Royal (Afternoon Tea), Upper House Hong Kong (Salisterra, The Continental, The Lawn), Upper House Chengdu (The Temple Café, Tivano, Jing, Mi Xun Teahouse), Mamilla (The Rooftop, Happy Fish, Mirror Bar), The David Citadel (Veranda, Seasons, Grill Bar, Lobby Lounge), The Siam (Chon Thai Restaurant, The Story House, The Pier, Bathers Bar), Upper House Shanghai (Café Grey Deluxe, Sui Tang Li, Sui Tang Shang)
- Spa & Wellness Services: Revenue from spa treatments and wellness services at member hotels including Akasha Spa at Mamilla, Spa by Akasha at The David Citadel, Opium Spa at The Siam, Mi Xun Spa at Upper House properties
- Membership Programme: DISCOVERY rewards programme offering loyalty benefits and exclusive offers to members who book stays at collection hotels
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
The Set Collection product offering
Product offeringCore offering
The Set Collection is a hospitality group that affiliates independent luxury hotels and provides sales, marketing, loyalty, and distribution services. It operates a curated portfolio of approximately 17+ member hotels and resorts across Europe, Asia, the Middle East, and the Americas under a unified brand platform, with each property maintaining its individual identity and design character.
Product overview
The Set Collection is a curated portfolio of luxury independent hotels and resorts, operating as a unified brand platform. The collection encompasses approximately 20+ member hotels across Europe, Asia, Middle East, and the Americas, including branded properties such as Upper House Hong Kong, Upper House Shanghai, Upper House Chengdu, Hotel Café Royal, The Siam, Mamilla Hotel, The David Citadel, Myconian Deos, Nay Palad Hideaway, The Chedi properties, Shinta Mani properties, Andronis Concept, and Round Hill Hotel & Villas. The offering integrates a DISCOVERY Rewards Programme for loyalty benefits and Curated by The Set editorial content. Each member hotel maintains individual identity while benefiting from the collective brand positioning, centralized booking platform, and shared loyalty programme.
Differentiator
Problem solved
Functional benefit
Brands
- The Upper House: A collection of contemporary luxury hotels featuring minimalist design, wellness facilities, and culinary excellence. Properties include Upper House Hong Kong, Upper House Shanghai, and Upper House Chengdu.
- DISCOVERY Rewards
- Mi Xun Spa
- Akasha
Products and services
- The Set Collection A curated portfolio of luxury independent hotels and resorts across global destinations, united by a shared promise of excellence, offering accommodation, dining, wellness, and immersive experiences.
- DISCOVERY Rewards Programme
Companies that use The Set Collection
Customer profileSegments4 records
Ideal customer profiles3 records
The Set Collection technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The Set Collection partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights6 records
The Set Collection competitors and assessment
Company assessmentDirect peers
- Aman Group: Aman operates a portfolio of ultra-luxury intimate resorts in similar destinations (Bangkok, Siem Reap-like, Mykonos-adjacent). Direct competitor for HNW experiential luxury travelers.
- Relais & Châteaux: Relais & Châteaux is an association of independent luxury hotels and restaurants emphasizing character, gastronomy, and authentic experiences — highly comparable curation model.
- Oetker Collection: Oetker Collection is a curated portfolio of "Masterpiece Hotels" — a near-identical positioning to The Set, focused on heritage, design, and individuality in luxury lodging.
- Leading Hotels of the World: LHW is the largest association of independent luxury hotels globally. Closely comparable to The Set as both curate independent luxury properties under a shared brand and loyalty platform.
- Six Senses Hotels Resorts Spas: Six Senses operates luxury resorts focused on wellness, sustainability, and immersive experiences — overlapping brand positioning with The Set's wellness-led properties like Upper House and Shinta Mani Wild.
- Small Luxury Hotels of the World (SLH): SLH is a global collection of ~300 small luxury hotels offering an affiliation model, loyalty programme, and direct booking platform — directly comparable business model to The Set Collection.
Broad incumbents
- Belmond (LVMH): Belmond operates iconic luxury hotels, trains, and river cruises globally, now part of LVMH; comparable through curated heritage luxury positioning and similar destinations.
- Jumeirah Group: Jumeirah is a Dubai-headquartered luxury hotel group with strong Middle East presence; competes with The Set's Chedi/upper-tier Middle East properties for Gulf luxury travelers.
- Rosewood Hotels & Resorts: Rosewood is a larger luxury hotel group with residential-style properties in global cities; competes with The Set in design-led luxury and overlaps in destinations like Hong Kong and Bangkok.
- Mandarin Oriental Hotel Group: Mandarin Oriental is an established luxury hotel group with flagship urban and resort properties including Hong Kong and Bangkok — a broader incumbent in the same luxury hospitality space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The Set Collection social profiles
Digital presenceThe Set Collection financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Set Collection leadership team
Management profileNumber of profiles
The Set Collection subsidiaries and ownership
Company hierarchySubsidiaries17 records
The Set Collection funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Set Collection 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 The Set Collection
What does The Set Collection do?
The Set Collection is a hospitality group that affiliates independent luxury hotels and provides sales, marketing, loyalty, and distribution services. It operates a curated portfolio of approximately 17+ member hotels and resorts across Europe, Asia, the Middle East, and the Americas under a unified brand platform, with each property maintaining its individual identity and design character.
Is The Set Collection a public or private company?
The Set Collection is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Set Collection founded?
The Set Collection was founded in 2011. It employs 501 to 1,000 people.
Where is The Set Collection based?
The Set Collection is headquartered in London, United Kingdom, in the Europe region.
How does The Set Collection make money?
Four revenue lines are on record. Room Revenue is the primary driver. The others are food & Beverage, spa & Wellness Services and membership Programme.
Who are The Set Collection's main competitors?
Direct peers on record are Aman Group, Relais & Châteaux, Oetker Collection, Leading Hotels of the World, Six Senses Hotels Resorts Spas and Small Luxury Hotels of the World (SLH). Broad incumbents are Belmond (LVMH), Jumeirah Group, Rosewood Hotels & Resorts and Mandarin Oriental Hotel Group.
Does The Set Collection have an API?
No public API is recorded for The Set Collection.
What industry is The Set Collection in?
The Set Collection's product category is Luxury Hotels. Its primary akta.pro industry code is THAGACAO, Luxury Boutique & Lifestyle Resorts, with a secondary code of THAMAEAI, Luxury Villa Resorts & Branded Villa Communities.