Key takeaways from The Set Summit 2025

Industry leaders gathered at independent luxury hotel collection The Set’s inaugural conference in London on November 29 to share insights into the evolving world of luxury travel.

The Set features 18 properties across the globe, spanning destinations such as China, Greece, Jamaica, Mexico, Thailand and the UK.

Five new members were unveiled at the Summit, including Andronis Concept in Santorini and four Chedi Hotels properties in the Middle East: Chedi Hegra in Alula; Chedi Muscat in Oman; Chedi Katara Hotel & Resort in Qatar; and Chedi El Gounda in the Red Sea.

Throughout the day, speakers from across the luxury travel, goods and art industries discussed trends for the year ahead, how brands can remain distinctive and the importance of creating value. We round up our key takeaways.

Quiet luxury will continue to be a trend in 2026

Travel news outlet Skift’s Megatrends 2025 report cited ‘quiet luxury’ as a top trend for this year and, according to managing director Kate Irwin, it’s one that’s set to continue. The term refers to a shift away from “loud logos and overtly high-octane social moments” towards the desire among luxury travellers to be “seen, heard and given access in a way they hadn’t previously”.

Irwin said: “It’s about recognition, meaning and hyper-personalisation.”

Speaking on a panel at The Set Summit, global general manager for UHNW (ultra-high-net-worth) at Virtuoso, Shelby Donley, said that this trend is “not new at the top end”. However, she added that the “amplification of social media”, as travellers and influencers share every aspect of their trips and personal lives, “has pushed ultra-high-net-worth consumers even further into the quiet”.

For luxury travel advisors, the challenge will be about curating experiences that transcend the expected, optimising exclusivity and delivering authenticity.

True distinction is achieved through hyper-personalisation

In a luxury landscape where brands are constantly elevating and competing with more expansive suites, innovative dining venues and new guest experiences, it is becoming increasingly difficult to offer something truly unique.

Where travel sellers can stand out, however, is through hyper-personalised service and the curation of “magic moments” that keep guests coming back.

Speaking on a panel at the event, Hervé Lampert, co-founder of The Set member hotel Nay Palad Hideaway in the Philippines, said that the team are “constantly enhancing the guest experience, thinking of new ways to understand and surprise them” and ensuring “every little moment is meaningful and impactful.”

He added that the resort aims to make guests “feel free” by taking away their worries with no formal check-in process and an all-inclusive concept.

Dean Winter, managing director of Upper House – which operates three The Set member hotels in China’s Chengdu, Hong Kong and Shanghai – agreed. He said: “It’s about delivering the unexpected in an unexpected way.” Winter recalled an example of leaving a highly personalised gift in a guest’s room, as the team had researched their interests via social media before their arrival.

Coco Baraer Panazza, chief executive of luxury fashion rental company My Wardrobe HQ, summarised: “We live in a paradox of abundance where there is so much choice that we don’t know what to pick anymore. The future is all about curation and personalisation.”

Credit: Perry Graham

Creating value for money is key

While it might be easy to assume that money is no object among high-end travellers, ensuring the experience matches the price tag is crucial.

Virtuoso’s Donley said: “There is a misconception that UHNW individuals will spend anything to get what they want, but there is a ceiling. With this clientele, it’s not about what the number is; it’s about when they feel the cost is above the value return.”

Speakers discussed the importance of educating travellers on leveraging reward schemes and loyalty points to contribute to clients’ value-add.

Donley said: “I don’t think you can overlook loyalty and perks even at the top end of the market. Even UHNW clients who may not need to use points towards air travel still have value for them. We need to make sure we’re paying attention to the value proposition and how we can leverage every piece that they have.”

Senior director of luxury travel at Capital One, Phillip La Rue, echoed this sentiment, adding: “Credit cards are going so far beyond financial tools. They’re about unlocking access to exclusive experiences, special lounges and entrance to events.”