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The Set Collection announces four new property additions

Author: Tatiana Rokou / Date: Fri, 01/21/2022 - 09:03
The Opposite House in Beijing.
The Opposite House in Beijing.

The House Collective by Swire Hotels, comprising The Opposite House in Beijing, The Upper House in Hong Kong, The Temple House in Chengdu and The Middle House in Shanghai joins new leading-edge hotel representation company: The Set Collection.

LONDON - The Set Collection announced that one of Asia’s most lauded luxury hospitality brands, The House Collective will comprise the next four properties to become a part of its leading edge hotel representation company. The House Collective’s four hotels join The Set Collection’s four founding member hotels: Hotel Cafe Royal in London, Conservatorium in Amsterdam, Lutetia in Paris and Mamilla hotel in Jerusalem.

As Dean Winter, Managing Director for Swire Hotels states, “We believe this exciting partnership will further elevate The House Collective reputation in the ultra-luxury hospitality space and help our brands stand out and appeal to the growing number of luxury consumers outside of Asia.”

Jean-Luc Naret, Executive Director of The Set Collection also comments, “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.”

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 markets 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 building a portfolio of non-competing hotels whilst providing a platform that will encourage them to work together to achieve their business objectives and the addition of The House Collective is an important milestone in this development. One of the tenets of The Set Collection is to work only with exceptional and like-minded organisations that truly embody the spirit of their locations, a determination that is exemplified in its properties in four of the world’s great cities; Amsterdam, London, Paris and Jerusalem. Those hotels harness the artistry, combined talent, skills, expertise and flair of their teams to create inspiring environments and individual experiences that feel beautifully composed and the four hotels of The House Collective are similarly uniquely imagined to reflect the soul and aesthetics of their locales.

Whether in the neon cityscape of Hong Kong and London’s vibrant thoroughfares, the fashionable streets in Shanghai and Paris’ majestic boulevards, Beijing’s thriving art scene and Amsterdam’s museums or Chengdu’s monumental past and Jerusalem’s unparalleled history - the hotels of The House Collective and The Set Collection’s could not be better matched. This exciting marriage of East and West is the first chapter in an organisation that looks set to disrupt the traditional models of what went before while doing justice to the reputation and success of these iconic properties present at its start.


Tatiana Rokou


Tatiana is the news co-ordinator for TravelDailyNews Media Network (, and Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.