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The Set Hotel Group appoints Stephen Alden as Chief Executive Officer

Stephen Alden
The Set hotel group, a London based owner and operator of luxury hotels, is pleased to announce the appointment of Stephen Alden as Chief Executive Officer.  
Stephen is an experienced hotelier with a distinguished career in the industry that has spanned North America, Europe, Asia and the Middle East. Most recently Stephen held the position of CEO at Maybourne Hotel Group comprising of Claridge’s, Connaught and the Berkeley, spending more than nine years developing and building the luxury group’s brand and management platform to achieve industry leading performance and recognition worldwide.


Immediately prior to joining Maybourne, Stephen led the St. Regis Hotels and Resorts and Luxury Collection brands for Starwood based in New York. The Set, headquartered in London, owns and operates the Hotel Café Royal in London, the Conservatorium in Amsterdam and the soon to re-open Lutetia in Paris, three of the world’s most iconic hotels. The group has ambitions to grow the portfolio in key international cultural and gateway cities.  

Stephen said, “I am thrilled to be joining The Set at this very special moment in its development, it is an exciting challenge that gives me the opportunity to work with committed owners and a world class management team to develop exceptional modern luxury hotels for now and the future. Creativity, discernment and operational excellence will be at the core of our campaigns.”  

Georgi Akirov, Chairman of The Set remarked “Stephen joins The Set at an important stage in its development and growth plan. His experience will be valuable in supporting us to achieve our ambitions to consolidate and grow the group internationally. Our immediate priorities are focused on the enhancement of the Hotel Café Royal and Conservatorium’s market position in London and Amsterdam as well as the much anticipated re-opening of the Lutetia in Paris, late 2017. In parallel, we will develop The Set management company capability to support our growth plans.”

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