In a crowded market of global hotel affiliations, The Set Collection is taking a different approach by targeting a maximum of 150 hotels over the next decade and accepting only the “best in each market”.

While other hotel portfolios grow ever more expansive, the London-based network is prioritising quality over quantity, Vice President Development Gladys Camphuijsen told LATTE in a recent conversation.

The Set currently has 10 members across global destinations and is planning controlled expansion into key markets, including the US, Middle East and Australia. But only when the perfect property is found, Camphuijsen stressed. “We also decline a lot of hotels, hotels that are quite nice, but not the best of the best.”

Originally known as The Set Hotels, the company was founded in 2011 with the opening of the Conservatorium in Amsterdam. The group then grew to include Café Royal in London and the Lutetia in Paris. However, in 2021, it rebranded as The Set Collection.

“Actually building a brand affiliation while you own some of the properties yourself is quite controversial,” Camphuijsen explained, emphasising the need for an even playing field. “So we’re still keeping them in ownership, but they’re just not part of The Set anymore.”

It’s a commitment to fairness that is reflected throughout its business model. “We only do non-compete,” Camphuijsen continued. “Once we have a hotel in a destination, we will not add a second hotel.”

This approach runs counter to traditional models, where cities like London may house over a dozen affiliated properties under a single brand. “We would never be able to do that or want that, because then we steer away from our brand format,” Camphuijsen said. “We want the best of the best in a non-compete environment.”

Part of what sets The Set apart is its positioning within the luxury space. The brand avoids the opulent excesses associated with traditional luxury. As Camphuijsen puts it: “It’s not the golden chandelier type of luxury, but really the bespoke, more silent luxury.”

The Set’s average guest is also younger than typical luxury clientele, aged between 35 and 55. This shapes the design and style of its properties. “Usually, it’s a bit more of that modern type of forward-thinking, fashion-forward hotel,” she added.