Executive Team at The Set Collection

With over 18 years of experience, including 7 years at The Set Hotels, Robin has worked across various areas of the operational and commercial hotel functions, predominantly spearheading the ever-shifting fields of Revenue Management, Distribution and Reservations. With a remit that has spanned across a variety of international independent hotels and brands such as Jumeirah, Intercontinental Hotels, Q Hotels and Le Meridien, Robin now oversees all commercial activities and strategies for The Set Collection as it enters its exciting new phase of growth.

With 20 years of experience in sales & marketing for global hospitality brands including Hilton Hotels & Resorts and The Leading Hotels of the World – both in London and New York – Ruurd returned to The Set Collection in 2019 as VP of Sales. Ruurd took on Hotel Development in 2021. From 2024, Ruurd solely oversees Hotel Development, leading The Set Collection’s growth, connecting founding members and member hotels with clients and partnerships that address their needs.

Jamie is an accomplished commercial expert, with a wealth of experience across a wide range of locations in the UK, US, and across Europe. Strategically astute, Jamie’s 18 years of experience are the result of leadership roles at Langham Hotels, IHG, and Radisson, and having founded and operated his own Revenue Management consultancy. A true specialist in leading cross-functional teams, Jamie’s remit involves developing innovative business solutions and client relationships, as well as leveraging market trends, technology, and data analysis to identify opportunities for commercial success. As VP of Revenue, Reservations & Distribution for The Set Collection, he also continuously improves service delivery by fostering the group’s guest-focused reservations team.

Eliot has been with the Group for seven years, having previously spent time in Asia leading the PR team for Desa Potato Head, a group of family-owned properties across Bali, Jakarta, Hong Kong and Singapore. Prior to this, he worked in Hong Kong for The Lane Crawford Joyce Group, and ran the lifestyle division of leading UK-based PR company, Bacchus PR. Eliot brings years of luxury experience to his role as VP, PR and Partnerships, overseeing the Group’s international PR agencies and property-based communications teams, as well as spearheading the partnership strategy for the hotels.

Since her time studying hotel management, Laura accumulated over 18 years of experience within the hospitality industry. Beginning in London, Laura spent time in Vienna working for Luxury Collection (formerly Starwood) hotels, including Hotel Imperial, Hotel Bristol, and Le Meridien Vienna, before returning to London to spearhead the Maybourne Hotel Group’s strategies as Head of Europe for Claridge’s, The Connaught, and The Berkeley. After spending 6 years as Director of Sales at Hotel Café Royal, Laura’s experience within The Set Collection lead her to become the Director of Global Sales for the group, where she now leads the global sales strategies with her multifaceted team of industry sales specialists.

With over 20 years’ worth of hospitality experience, Kasia has built robust marketing strategies for multiple global brands including Hyatt, IHG, The Langham Hotels & Resorts, and Marriott International. A history of working across large portfolio groups has propelled Kasia to developing marketing strategies that transcend geographical locations, whilst simultaneously addressing the local needs of countless properties around the globe. Kasia joined The Set Collection in 2021, and oversees the group’s marketing, brand, and digital activities and strategies, as well as guiding member hotels on their own strategies. Kasia was also responsible for shepherding in the group’s first loyalty programme, The Set DISCOVERY, in partnership with GHA.

Tom is an accomplished sales professional with 17 years of experience in the luxury hospitality industry. Before joining The Set Collection, Tom spent nine years in London, holding various sales positions at global brands including Hilton Worldwide and Rosewood Hotels & Resorts, where he was part of the pre-opening team. With a track record of driving growth and enhancing market presence in North America, Tom joined the Conservatorium hotel in Amsterdam as the Assistant Director of Sales in 2016, transitioning to Director of Sales in 2019. Tom’s valuable experience lead him to join The Set Collection as Senior Director of Sales, continuing to oversee sales strategies and initiatives in various key markets, as well as working closely with multiple external associations including American Express’s Fine Hotels + Resorts and Virtuoso.

Originally from Paris, and a graduate of the Ecole Hoteliere de Lausanne, Mickael began his career with Kempinski in Djibouti, subsequently moving to London to join the InterContinental Hotels Group Marketing team, working across various specialities, including Loyalty and Commercial Marketing. Soon after, Mickael became an integral part of the group’s corporate sales team, building strong relationships with key corporate clients, with further roles at Leading Hotels of the World and Oetker Collection predominantly across corporate sales strategies and other European markets. Mickael joined The Set Collection in 2024 as Director of Business Performance and Strategy, working closely with the group’s member hotels to drive sales, expand on business opportunities, and facilitate a variety of strategic results.

Andreas started his journey with The Set Collection 7 years ago and holds over 15 years of experience in the hospitality industry, mostly in commercial functions. He holds a Bachelor of International Tourism and Hospitality Management degree from César Ritz Colleges hotel school in Switzerland, as well as an MBA from Durham University. Having grown up in Germany, he gained international work experience in Zurich, Frankfurt and Singapore, before calling London his home since 2011, working for Swissôtel (now Accor), Meliá Hotels International and Corinthia Hotels in senior sales functions. In his role as Director of Global Sales, Andreas takes the lead on the global sales strategy and member hotel relationships, in addition to providing leadership and support to the global sales team.

After studying International Tourism and Management with a focus on Revenue Management, Ines has spent over 11 years in the hospitality industry. Having worked with international brands, including Intercontinental Hotels Group and Millennium Hotels & Resorts, Ines has been with The Set for just over 5 years. Specialising in distribution, Ines’ expertise is focused on optimising the needs and strategies of The Set’s distribution channels, as well as integrating and onboarding all member properties and maintaining their requirements as they embark on their journey with The Set.

With a career spanning over 25 years, Marie’s passion for Guest Experience and Reservation conversion has guided her strong background. With robust experience in Five Star Luxury as well as hotel openings, Marie contributed to the opening of The COMO Halkin Hotel and the Grosvenor House Suites (formerly Jumeriah). With one of the largest teams within The Set Collection under her remit, Marie has a proven track record of empowering her team to convert and close on all enquiries, increasing her team to 19 colleagues in the last year to meet the exceptional demand and quality required. In 2019, Marie was named Director of Reservations for The Set Collection, leading the local teams in London, Paris, and Amsterdam, as well as the newly established central Reservations office for member hotels.

With over twenty years of guest facing and systems experience in hospitality, Ton has worked with a wide variety of international brands in The Netherlands and the US. Having been with The Set for over 9 years, Ton’s career began at the Conservatorium hotel and progressed naturally from day one, eventually becoming Reservations Manager at The Set Collection. After a successful tenure of implementing new processes and innovations to the operating and reservations teams, Ton now oversees The Set Collection’s loyalty programme, The Set DISCOVERY, in partnership with GHA.

With over 25 years of experience, Jantineke has had various experiences in the hospitality industry, building a wealth of knowledge and expertise in project management. Starting at the Waldorf Astoria in New York, Jantineke’s experience also saw her work with globally recognised brands including Hilton, InterContinental, and Starwood in London and Paris alike, as well as in desirable destinations like Morocco. In 2011, Jantineke joined the Conservatorium hotel in Amsterdam as part of the pre-opening team, and within 2 years became The Set’s project manager, working across a variety of critical projects, including the opening of the Lutetia Paris. In 2022, Jantineke began leading the group’s Sustainability initiatives, and since then has lead the group to successful partnerships with Green Globe, CHOOOSE, and more, implementing key structural changes and strategies to ensure each luxury destination within The Set is involved with robust sustainability measures.

A graduate of the London College of Fashion’s BA in Fashion Journalism, Colin has spent the last decade working with luxury brands on defining their editorial content and social media strategies. With internships at British Vogue and British Elle, Colin went on to work with international luxury houses in Milan and London, including Bottega Veneta, Bally, and Jimmy Choo, and working with brands ranging from Belstaff, Liberty London, and Wolford. Today, he oversees all social media and content for The Set Collection, in addition to expanding the brand’s network of influential profiles and connecting these individuals with other member hotels.