Industry Update
Appointment25 July 2017

James Baker

Appointed Director of Sales & Marketing
At The Set Hotels in London, United Kingdom

James BakerThe Set, a collection of hotels which includes Hotel Café Royal in London, Conservatorium in Amsterdam, and the Lutetia in Paris, is pleased to announce the appointment of James Baker as the Director of Sales & Marketing, The Americas. The announcement comes at an exciting time for The Set as the group is preparing to debut the Lutetia, and James’ appointment is an important step towards strengthening the brand’s presence in the Americas, and furthering its position at the forefront of creating the most beautifully composed experiences and environments today. James brings with him a wealth of experience in the hospitality arena, having worked with international hotels for over 12 years. Most recently, James served as the Global Director of Leisure Sales for Kempinski Hotels, where he was charged with overseeing the travel industry and leisure segment, leading the team in reaching their goals, coordinating multiple U.S. roadshows each year and increasing sales for the hotel group. Prior to his role with Kempinski, James was the Director of Travel Industry Sales for the Peninsula New York where he was responsible for overseeing the domestic travel industry and group business, managing key domestic accounts and increasing overall revenues across personal market segments. He additionally held roles at The Dorchester, Coworth Park & 45 Park Lane, where he was solely responsible for maximizing the hotel’s most important international markets, Brown’s Hotel in London and the Balmoral Hotel in Edinburgh, where he launched his career. As Director for Sales & Marketing, The Americas, James will develop and implement strategic sales and marketing plans to achieve short and long-term objectives for each individual hotel in the collection. He will open the first US sales office for The Set in New York and build a team over the next 12 months as well as play a key role in the launch of a loyalty program for both guests and partners. His appointment exemplifies The Set’s commitment to growth and to establishing their properties as the modern grand hotels of the time at the most outstanding addresses in vibrant global destinations.

The Set Hotels

The Set is a collection of luxury hotels in landmark historical buildings that offer extraordinary architecture and design, world-class amenities and a contemporary approach to service. Comprising the Conservatorium Hotel, Amsterdam, Café Royal, London and Lutetia, Paris (coming soon), The Set works with architects including Piero Lissoni, David Chipperfield and Jean-Michel Wilmotte to create spaces that beautifully combine the old with the new and offer a guest experience that is both rooted in the local culture and global in vision.
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Recent Appointments at The Set Hotels

François-Xavier Schoeffer - General Manager

11 September 2019 — The Set Hotels has announced the appointment of François-Xavier Schoeffer as General Manager of the Hotel Lutetia, having previously held the role of Hotel Manager at London's Hotel Café Royal. Over the past six years of his successful tenure in London, François significantly contributed to Hotel Café Royal's positioning as one of the leading hotels in London.
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Eliot Sandiford - Regional Director of Public Relations

30 January 2018 — Eliot joined the company in September 2016 as Director of Public Relations for Hotel Café Royal in London. He will take on the newly created role of Regional Director of PR from January 2018 and will be responsible for the global public relations of The Set hotels properties (Hotel Café Royal in London, Conservatorium in Amsterdam and Lutetia opening in Paris Spring this year), as well as overseeing the internal and external communications for the luxury hotel group.
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Guillaume Marly - Managing Director

28 August 2017 — The Set, the hotel collection behind Hotel Café Royal, London, Conservatorium, Amsterdam and the Lutetia, Paris is pleased to announce the appointment of Guillaume Marly as Managing Director for Hotel Café Royal.
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