<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11b73405e10a79d15019_689a8121b49b408f9d3f2bd0_%25E2%2595%25A8%25C3%25AD%25E2%2595%25A8%25E2%2595%259C%25E2%2595%25A8%25E2%2595%2595%25E2%2595%25A8%25E2%2595%259D%25E2%2595%25A8%25E2%2595%259B%25E2%2595%25A8%25E2%2595%2591-%25E2%2595%25A4%25C3%25AC%25E2%2595%25A8%25E2%2595%2591%25E2%2595%25A4%25C3%2587%25E2%2595%25A8%25E2%2596%2591%25E2%2595%25A8%25E2%2595%259C%25E2%2595%25A8%25E2%2596%2591-2021-12-07-%25E2%2595%25A8%25E2%2596%2593-17.01.30.jpeg" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Intelligence · Top pick</span> <h1 class="gn-title">Against the Grain: The Set</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>11 August 2025</span> <span class="pip"></span> <span>4 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal"><a href="https://www.thesetcollection.com/"><strong>The Set</strong></a> is a carefully curated luxury brand affiliation company, comprising some of the world's best, like-minded, independent hotels and resorts.</p> <p class="gn-reveal">The Set's a portfolio consists of non-competing properties, encouraging member hotels to collaborate together in a meaningful way.</p> <p class="gn-reveal">While maintaining full control over daily operations and their own hotel brand and identity, member hotels enjoy The Set's wide commercial and brand benefits on a global scale.</p> <p class="gn-reveal">Founded in 2011, The Set is a carefully curated group of luxury, design-led hotels that retain their independence while being united by a shared promise of excellence. With a brand rooted in individuality, authenticity, and elevated experiences, The Set supports its members with marketing, loyalty, and strategic guidance across the globe.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Hotel Cafe Royal Lobby" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11b73405e10a79d15009_689a8130e06d04cb1fd1f80d_4.-Hotel-Cafe-Royal-Lobby-1.jpeg" width="auto" height="auto" loading="auto"></div> <figcaption>Hotel Cafe Royal, a member of The Set collection.</figcaption> </figure> <h2 class="gn-reveal">Role and Remit</h2> <p class="gn-reveal"><strong>Jordan:</strong> Hi Kasia! Tell us a bit about your role at The Set, and how you got started in the hotel industry.</p> <blockquote class="gn-blockquote gn-reveal">"In August 2021, I joined The Set to head up digital marketing. In my current role, I'm responsible for overseeing our global marketing strategy, building global brand awareness for The Set and supporting each of our design-led independent member hotels with their marketing needs. It's a broad role, one day I might be refining our brand messaging and the next I'm consulting with an individual hotel on a new campaign or partnership. I also oversee loyalty efforts and CRM as part of my remit."<cite>Kasia Rudnik · Senior Director of Marketing, The Set</cite></blockquote> <h2 class="gn-reveal">Brand-Agency Relationships</h2> <p class="gn-reveal"><strong>Jordan:</strong> What do you think makes a successful brand-agency relationship?</p> <aside class="gn-quote gn-reveal"><q>When an agency 'gets' who you are at a fundamental level, their creative work and strategy align so much better with what you envision. It saves time and feels almost like they are an internal team that speaks our language.</q><cite>Kasia Rudnik · Senior Director of Marketing, The Set</cite></aside> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Perlah Villa, a Set collection property" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11b73405e10a79d15005_689caf732a4b35f0e9adaca4_Perlah%2520Villa.jpeg" width="auto" height="auto" loading="auto"></div> <figcaption>Perlah Villa, a member of The Set collection.</figcaption> </figure> <h2 class="gn-reveal">Brands to Admire</h2> <p class="gn-reveal"><strong>Jordan:</strong> Which brands do you admire in the way they go about things?</p> <blockquote class="gn-blockquote gn-reveal">"What I admire most about Dior is their ability to remain culturally and creatively relevant across generations. Whether it's through fashion, fragrance, or beauty, Dior consistently weaves heritage and innovation together, never losing sight of its legacy, but always pushing forward. They've mastered the balance of timeless elegance and contemporary expression, which is something we often aim for at The Set, particularly in the way we present and position our hotels globally."<cite>Kasia Rudnik · Senior Director of Marketing, The Set</cite></blockquote> <h2 class="gn-reveal">Utilising Agency Support</h2> <p class="gn-reveal"><strong>Jordan:</strong> How can marketers utilise agency support when it comes to planning your marketing strategy?</p> <blockquote class="gn-blockquote gn-reveal">"I like to treat agencies as an extension of our team during the planning phase. We'll hold joint workshops or strategy sessions where our internal team and the agency team brainstorm together."<cite>Kasia Rudnik · Senior Director of Marketing, The Set</cite></blockquote> <h2 class="gn-reveal">Changing the Industry</h2> <p class="gn-reveal"><strong>Jordan:</strong> If there was one thing you could change about your industry, what would it be?</p> <blockquote class="gn-blockquote gn-reveal">"Our industry is all about people, the service, the smiles, the creativity in crafting experiences, yet hospitality hasn't always been seen as the most attractive career due to long hours, relatively lower pay at entry levels and sometimes limited growth opportunities."<cite>Kasia Rudnik · Senior Director of Marketing, The Set</cite></blockquote> <h2 class="gn-reveal">Balancing Global Awareness with Individual Brand Identity</h2> <p class="gn-reveal"><strong>Jordan:</strong> How do you balance your strategy to scale The Set's brand awareness, but also align this to scale properties in your collection with their own brand?</p> <blockquote class="gn-blockquote gn-reveal">"We've defined The Set as an endorsement brand with a deep commitment to authenticity and individuality. It stands for a promise of quality, luxury and individuality. Each property is non-competing and empowered by The Set to maintain full creative and operational independence, while retaining its own brand identity and unique story, with The Set serving as a trust mark that ties them together."<cite>Kasia Rudnik · Senior Director of Marketing, The Set</cite></blockquote> <h2 class="gn-reveal">Team Development and Retention</h2> <p class="gn-reveal"><strong>Jordan:</strong> How do you engage and develop your team to retain them in the business and hotel industry?</p> <blockquote class="gn-blockquote gn-reveal">"I encourage my team to bring new ideas to the table and I give them ownership of projects from start to finish. For example, if someone has a creative idea for a social media series or a partnership, I'll support them in developing it rather than micromanaging."<cite>Kasia Rudnik · Senior Director of Marketing, The Set</cite></blockquote> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Hotel Cafe Royal Dome Penthouse Terrace" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa11b73405e10a79d1500d_689a81abca38da170ada73b1_the-set-collection-Hotel-Cafe-Royal-Dome-Penthouse-Terrace.jpeg" width="auto" height="auto" loading="auto"></div> <figcaption>Hotel Cafe Royal Dome Penthouse Terrace, part of The Set collection.</figcaption> </figure> <h2 class="gn-reveal">Building a Marketing Culture</h2> <p class="gn-reveal"><strong>Jordan:</strong> How do you build and sustain the desired culture, to have the partners/staff keep marketing in mind?</p> <blockquote class="gn-blockquote gn-reveal">"From day one I've emphasised that every team member and hotel partner contributes to our brand. I regularly share feedback, success stories and data with all team members."<cite>Kasia Rudnik · Senior Director of Marketing, The Set</cite></blockquote> <h2 class="gn-reveal">Creating Internal Buy-In</h2> <p class="gn-reveal"><strong>Jordan:</strong> Talk me through how you create buy-in internally from senior leaders who aren't marketers.</p> <blockquote class="gn-blockquote gn-reveal">"I've learned to frame marketing initiatives in terms that matter to non-marketing executives. For example, instead of just pitching a branding campaign, I'll explain how it's expected to increase direct bookings by X%."<cite>Kasia Rudnik · Senior Director of Marketing, The Set</cite></blockquote> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <p class="gn-reveal">Listen to the full interview</p> <p class="gn-reveal">Catch Kasia Rudnick's full episode of Against the Grain on <a href="https://vimeo.com/1109103453/f6d1dd9d50?share=copy"><strong>Vimeo</strong></a></p> <p class="gn-reveal"><em>Find the right agency partner for your strategy with </em><a href="https://www.thegonetwork.com/for-brands" target="_blank"><strong><em>The GO Network</em></strong></a><em>. As a free-to-use marketing intermediary, we run tailored searches specific to your criteria and budget for a longer, more prosperous agency relationship, </em><a href="https://www.thegonetwork.com/get-in-touch"><strong><em>Get in Touch</em></strong></a><em> to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/whats-the-one-thing-with-kelly-broomhead-senior-client-director" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">What&#39;s the One Thing? ... with Kelly Broomhead - Senior Client Director</span> <span class="gn-related__excerpt">Kelly Broomhead of Born Ugly shares two decades of hard-won insight on mistakes, mindset shifts, and what it really takes to lead client rel</span> </a> </li> <li class="gn-related__item"> <a href="/articles/building-a-brand-with-impact-investing-in-awareness-channels" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Building a Brand with Impact: When and where to invest in Awareness</span> <span class="gn-related__excerpt">TV, radio, and OOH don&#39;t have to feel like a gamble. 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