Q&A: Shaping the Next Era of Independent Luxury Hospitality

This sponsored content was created in collaboration with a Skift partner.

The global luxury hospitality market is on track to more than double to $369 billion by 2032. Rising wealth in key regions, along with a strong appetite for quiet luxury, cultural connection, and wellness-focused stays, continues to accelerate this momentum. Independent properties are gaining favor with guests who value authenticity, but even the most remarkable hotels often struggle to achieve the marketing reach and operational support of larger chains.

The Set, a curated constellation of independently owned luxury hotels, is seizing this opportunity with a model that gives independent hoteliers the reach of a brand while preserving the individuality that defines true luxury. Founded in 2021, The Set targets a market gap for small luxury hotels that desire both autonomy and global reach. 

SkiftX sat down with Robin Stangroom, CEO of The Set, to understand how the brand is redefining independent luxury hospitality through thoughtful growth, curated partnerships, and a renewed focus on authenticity.

SkiftX: How have traveler expectations in luxury hospitality changed over the past few years? How are affluent travelers defining what luxury means now?

Robin Stangroom: Today’s luxury travelers expect more from their trips. They want experiences that enrich them emotionally, spiritually, and physically. At its best, travel allows us to become the best version of ourselves. That belief guides how we curate our constellation of independent hotels, with hyper-personalization being a key focus. 

Another shift we’ve seen is the rise of responsible luxury. Travelers increasingly want to connect with local communities, gain a deeper understanding of a destination, and foster meaningful interactions. Additionally, we’re seeing a growing trend in event-led travel, with more people now building entire itineraries around a concert, a sporting event, or a major exhibition. Ultimately, luxury no longer has a fixed definition. It’s a deeply personal reflection of each individual’s values and needs. 

What’s the story behind the launch of The Set, and what gap in the market does it aim to fill?

We’ve evolved from being a hotel management company into a brand affiliation group. That background gives us experience on both sides of the equation. We understand the challenges of running independent hotels, as well as what works and what doesn’t in brand affiliations. 

We entered the brand affiliation space because we saw a gap for exceptional independent hotels that didn’t fit neatly within existing models. As one of the newer players, we have the agility to refine our approach and align closely with the needs of today’s discerning travelers and hotels.

Our focus is very clear: quality over quantity. We have no ambition to become a vast network of hundreds of hotels. Instead, we aim to represent only the very best independent properties in each destination that share our values and commitment to excellence. We also follow a non-competing philosophy, meaning we’ll typically have only one member hotel per destination. Each property keeps its independence and management but gains access to global visibility, strategic partnerships, and the commercial advantages that come with being part of a curated, like-minded group.

What advantages can member properties gain by joining The Set?

Our global sales team is based in key markets around the world, representing our member hotels, organizing roadshows and trade events, and ensuring each property gets individual attention. Because we represent a small, curated portfolio, each member feels genuinely supported rather than lost among hundreds of listings.

We also provide strong distribution capabilities through our partnership with SynXis. Our marketing and PR teams amplify both The Set brand and each member property’s unique identities and stories.

Beyond that, we’ve built several recognition programs, including The Set Discovery loyalty program (in partnership with Global Hotel Alliance, reaching over 32 million members), The Set by Invitation for travel advisors, and The Set Society, an invitation-only initiative launching later this year that offers exclusive, money-can’t-buy experiences. Finally, because our hotels don’t compete with each other, they can really support one another — cross-promoting to shared guests and creating joint activations that celebrate their individuality while strengthening the collective brand.

Give us a snapshot of The Set today, including the types of properties in the group and their respective locations. What makes them different?

What truly sets our properties apart is that each one is entirely distinct. A shared commitment to excellence unites them, but every hotel brings its own powerful identity, character, and sense of place. 

One example is The Siam in Bangkok, a peaceful riverside retreat tucked away from the city’s bustle. It offers guests the chance to slow down, explore at their own pace, and experience a more mindful kind of urban escape. Another standout is Round Hill Hotel and Villas in Jamaica, a resort deeply rooted in wellness and nature, where guests can reconnect through activities like hiking, kayaking, outdoor yoga and Padel or simply unwind and enjoy a sense of complete disconnection.

And then there’s Hotel Café Royal in London, an icon with an unrivalled sense of place. Located on Regent Street between Mayfair, Soho, and St James’s, it offers immediate access to world-class shopping, dining, and culture. It’s hard to imagine a more quintessential introduction to London.

What criteria does The Set use when considering new hotels for its collection?

We don’t follow a strict checklist when selecting new properties. What matters most is a hotel’s commitment to being the best in its destination, with exceptional service and an outstanding location. Beyond that, we spend a lot of time getting to know the people behind the property. One of the advantages of being an affiliation of independent hotels is that we’re led by people, not systems. We want to ensure there’s mutual trust, respect, and a shared belief in collaboration, because that’s what builds lasting partnerships.

Ultimately, we’re looking for extraordinary, independent hotels in destinations with a strong sense of place — properties that can stand on their own and don’t compete with others in our portfolio. 

With the market projected to double by 2032, where do you see the strongest growth potential for independent luxury properties?

As a relatively young company, we see opportunity almost everywhere. That said, our largest feeder markets currently are the U.S., UK, and Europe, so naturally, those regions present strong potential for expansion. 

However, numbers or geographic quotas don’t drive us. What matters most is finding properties that align with our brand and deliver the kind of experiences our guests value. Our approach to expansion is selective and measured. Growth is a positive for us because it allows us to maintain our promise of quality and ensure that every new member is non-competing. Our existing hotels welcome this kind of expansion — it brings more potential guests into the ecosystem and more stories to share across the collection. That said, we’re not setting numerical targets. Chasing numbers can easily lead to compromising on core values, and that’s something we’re not willing to do. 

What excites you most about the future of The Set and the luxury hospitality industry?

For me, it’s the partnerships we still need to forge. That includes not only future member hotels but also like-minded brands, extending even beyond the hospitality sector. At a time when people often talk about the “beige-ification” of luxury and brands making safe, predictable choices, we aim to do the opposite. We’re interested in bold, creative partnerships that deliver transformative experiences, connect guests to the soul of a destination, and reinforce our commitment to being truly exceptional.

One of the initiatives I’m most excited about is our inaugural Set Summit, taking place on 29 November at Hotel Café Royal in London. The idea is to move the luxury conversation forward rather than simply participate in it. The summit will explore the art of luxury through a day of panels, fireside chats, and immersive brand experiences. 

The partnerships we’re forming through the summit, such as with Aston Martin, which will collaborate with us on exclusive guest experiences next year, reflect our long-term vision. Everything we do is about building meaningful relationships that inspire and redefine the modern luxury experience.

To learn more about The Set, visit thesetcollection.com.

This content was created collaboratively by The Set and Skift’s branded content studio, SkiftX.