A luxury hotel group has introduced a new loyalty programme for advisors, after noticing a demand from its agent partners for ‘less transactional’ rewards. 

Launched in May, ‘The Set by Invitation’ offers more personalised recognition for The Set’s top-performing advisors. The exclusive network focuses on rewarding agents with VIP experiences that cannot be bought, such as tickets to sold-out shows, rather than traditional monetary incentives. 

“We don’t want everything to be a financial reward,” Robin Stangroom, chief executive officer of The Set, told TTG Luxury. 

This message is perhaps best underpinned by the gift box sent to all members of The Set by Invitation, complete with watercolours by Charvin (a renowned paint-maker based in Cannes), and an intricate gold trophy mounted on a wooden plinth. 

Complimentary hotel stays are another way of showing gratitude; Stangroom speaks to TTG Luxury from Deos Mykonos, where The Set is hosting its second client appreciation trip for 15 of its top-selling Middle Eastern advisors. 

The gathering comes just a year after the group’s inaugural appreciation event, which saw 20 of its agent partners flown to London to attend a lavish gala at Hotel Cafe Royal and the Grand Prix at Silverstone. 

“These events are purposely kept intimate so our advisors can live and breathe The Set brand and we will be hosting them each year but always in a different destination and in one of our member hotels,” said Stangroom. 

This emphasis on experiences will also be the foundation of its upcoming loyalty programme, The Set Society, which will only be for The Set's “most valued guests and advisors”. 

The model will follow the same principles of The Set by Invitation, focusing on rewarding both advisors and their clients with experiences that “money can’t buy”. This includes closed tours of the Aston Martin factory in Warwickshire and private performances by the London Philharmonic Orchestra. 

As well as these VIP experiences and gifts, The Set by Invitation promises year-round booking access to The Set VIP Desk. This service includes ‘first look’ privileges, private virtual consultations and showarounds, as well as a dedicated contact in each of the group’s hotels. Other perks include promotions and enhanced commission offers. 

The group is now gearing up to launch The Set Summit, which will see leaders from across the industry come together in London for a day-long event. 

Taking place on Saturday 29 November at Hotel Cafe Royal, the invitation-only function will welcome around 350 guests, from elite travel advisors and hotel members to media figures and investors. There will also be a number of commercial partners in attendance, including Aston Martin and the London Philharmonic Orchestra, as well as the renowned British photographer, Rankin. 

“The nature of the day will not be about heavy industry topics – it’s going to be more inspirational,” Stangroom said. 

Guests can expect keynote speeches from The Set's team and panel discussions with leading voices from the sector, followed by “immersive brand showcases”, and an evening cocktail party. 

As for what’s next for The Set, Stangroom teased the addition of a number of new properties in the next year: “We have some very exciting hotels in the pipeline, including a few in the Middle East, a couple more in Europe and the Caribbean.”