A London-based brand affiliation representing independent luxury hotels is positioning itself against what it sees as growing uniformity in the high-end hospitality sector, arguing that emotional engagement and distinctive experiences are becoming more important than traditional points-based loyalty.
Speaking to TTG Asia, chief executive Robin Stangroom said The Set has built its loyalty strategy around personal connection rather than transactional rewards. The company shifted to a pure brand affiliation model in 2021 after originally operating three owned properties in London, Paris and Amsterdam.
The Set’s guest programme, The Set Discovery, operates in partnership with Global Hotel Alliance (GHA), giving members access to more than 950 hotels across 50 brands in 100 countries, with a membership base of more than 34 million. Members earn Discovery Dollars whether bookings are made directly, through travel advisers or via GDS channels, although OTA bookings are excluded.
“It’s not alienating travel advisors, which is such a hugely important part of our landscape,” Stangroom said.
The company differentiates itself through a non-competing portfolio model, typically limiting itself to one property per destination. Stangroom said this allows independent hotels to offer a clear luxury positioning while retaining their individuality.
“The luxury traveller wants that safety blanket of knowing they’ll get the top level,” he said. “But they want something far more personalised and authentic. And we can provide both.”
Current members include The Upper House Hong Kong, The Siam Bangkok and Shinta Mani Wild in Cambodia, a 15-tent property designed by Bill Bensley where guests arrive by zip line through the jungle canopy.
Stangroom argued that one of the biggest risks facing luxury hospitality is what he described as “beigification” – a growing sameness in hotel design and experiences as brands become increasingly cautious – adding that for independent hotels, distinctiveness is not a creative gamble but a commercial strategy.
“Travel is about broadening your horizons and showing different perspectives,” he said. “That’s not possible if everything looks the same.”
For travel advisers selling to high-end clients, The Set is positioning itself as an option for travellers seeking consistent quality without sacrificing individuality.
