The House Collective joins The Set Collection

The Set Collection has entered a new phase of expansion by bringing The House Collective into the portfolio, immediately doubling the hotel count and giving new mutual growth opportunities in Europe and Asia for the brands.

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 – has made a stylish name for itself over the past decade and will now be represented under The Set Collection’s expanding international umbrella.

The four Asian hotels will join The Set’s Hotel Cafe Royal in London, Conservatorium in Amsterdam, Lutetia in Paris and Mamilla in Jerusalem.

“We believe this exciting partnership will further elevate The House Collective’s 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,” said Dean Winter, managing director, Swire Hotels.

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.

“I cannot think of a better group of hotels to be our first new members than The House Collective,” added Jean-Luc Naret, executive director of The Set Collection. “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.”

The Set Collection has been established to build “a portfolio of non-competing hotels whilst providing a platform that will encourage them to work together to achieve their business objectives”, with The House Collective seen as “the first chapter in an organisation that looks set to disrupt the traditional models of what went before”.