19 Jan, 2022

The House Collective Joins with Luxury Hospitality Group The Set Collection as Inaugural Partner

January 2022 - This spring The House Collective will join a new hotel representation company, The Set Collection, as the first partner to sit alongside its prominent founding member hotels. Established in 2008 with the opening of The Opposite House, Beijing, The House Collective today comprises four highly distinctive and refined properties across Greater China including The Upper House in Hong Kong, The Temple House in Chengdu and The Middle House in Shanghai. Putting people and place at the heart of everything they do, each House offers an inspiring, yet livable design rooted in its destination, and tailored experiences curated by the guest experience team.

The Set Collection’s founding members - Hotel Cafe Royal in London, Conservatorium in Amsterdam, Lutetia in Paris and Mamilla hotel in Jerusalem - echo this experience; with inspiring environments, individual experiences, and locale central to their hospitality philosophies. The strength of this aligned outlook made The Set Collection an obvious choice for The House Collective when looking to broaden its awareness and international reach, offering existing House guests an exceptional experience when travelling within the European and Israeli markets, in turn introducing The House Collective to guests travelling to Asia.
The Set Collection’s members are part of a new global network of aligned, forward-thinking hotels placing the needs of the guests at the fore. 

Dean Winter, Managing Director for Swire Hotels comments, “We believe this collaboration will magnify the distinguished qualities of both The House Collective and The Set Collection. Bringing together our expertise and exclusivity with that of The Set Collection, the collaboration will further both brands’ appeal to the growing number of luxury consumers both inside and outside of Asia.“

Jean-Luc Naret, Executive Director of The Set Collection adds, “I cannot think of a better group of hotels to be our first new members than The House Collective. Like our founding members in Europe and Israel, The House Collective’s properties have made an impact on their market and the luxury traveller’s collective consciousness that is far greater than their relatively small footprint would suggest. It is a privilege to work with these expert hoteliers, not only to offer them the myriad benefits that being a part of The Set Collection offers but also to learn and grow together in new and exciting markets during these unique times.”

Joining with The Set Collection provides The House Collective a stronger representation to the luxury leisure travel networks and key tradeshows globally. This exciting collaboration is the first chapter for a partnership set to disrupt traditional models while doing justice to the reputation and success of the iconic properties it represents. 


About The House Collective
The House Collective by Swire Hotels is a group of refined, highly individual properties that defy comparison. Each uniquely imagined, The Opposite House in Beijing, The Upper House in Hong Kong, The Temple House in Chengdu and The Middle House in Shanghai were designed for seasoned travellers who seek a different, intimate and personalised experience in luxury travel. Each House is a sophisticated, singular piece of design, created by talented architects and designers, that reflect the unique qualities of their surroundings.

About The Set Collection
The Set Collection is a new luxury brand representation company of like-minded independent hotels, run by hoteliers for hoteliers. It has been designed for owners, investors and management teams seeking an alternative to the traditional representation and distribution service. With an agile and flexible business model, The Set Collection provides a tailored solution to supply only the services that hoteliers need, designed to adapt quickly to continually evolving market conditions and business needs of its member hotels whilst providing a competitive fee structure. Under The Set Collection, owners and management teams retain their hotel brand and identity alongside the day-to-day running of their property, whilst taking advantage of tailored services to support their operation and existing teams.

The Set Collection is a carefully curated luxury hotel collection, comprising some of the world’s most exceptional, likeminded, independent hotels and resorts worldwide. Being flexible, agile and at the forefront of innovation, we are the primary choice for hotel owners, who seek a market-leading brand affiliation partner that elevates their own hotel brand and identity. Capturing the hearts and minds of guests is a value that is shared amongst all of our member hotels and is what drives us to create memorable experiences that leave you with the desire to return.

Headquartered in London, a core team of experienced hospitality professionals with decades of experience
across the luxury hospitality sector lead The Set Collection. The leadership team consists of Jean-Luc Naret - Executive Director, Brian Gore - VP Marketing, Brand & Digital; Robin Stangroom - VP Revenue, Reservations & Distribution, Ruurd Hooijer - Senior Director of Sales & Marketing & Eliot Sandiford – Director of Public Relations.

For more information, please contact:
Ms. Teresa Muk
Head of Brand & Communications
Swire Hotels
Tel: +852 2844 8998
Email: teresamuk@swirehotels.com

Ms. Jaime Chua
Assistant Director of Marketing
Swire Hotels
Tel: +852 2844 4068
Email: jaimechua@swirehotels.com

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