The SET - Loyalty and CRM Manager

The Role:

As our Loyalty and CRM Manager, you are responsible for bringing to life the CRM platform and strategy for The Set Hotels to drive retention, incremental sales and lifetime value for guests of The Set.

The successful candidate will deliver an industry leading CRM architecture to attract new guests whilst also building loyalty and retention amongst our existing guest base. We are at the beginning of this journey as we onboard with our chosen partner. You will be experienced in setting up a CRM platform and analysing all stages of the guest journey to maximise guest satisfaction so that we can deliver against the goals of the business.          

As part of the CRM landscape you will be the lead for developing a guest loyalty and recognition programme to capture the hearts and minds of our guests whilst supporting the growth of The Set and building a compelling reason for guests to return again and again. Our CRM capability will play a vital role in shaping the future of the company, how we grow and add new properties to the group.

Responsibilities include, but are not limited to:

  • Lead the transformation of our guest and data analytics approach and strategy.
  • Ensure that teams have the appropriate reporting and system in place to identify and recognise our loyal and repeat guests.
  • Be the public face of ‘Friends of The Set’ loyalty and recognition programme, responding to and answering queries and questions from our guests. Managing the relationship with LHW and the Leaders Club.
  • Analysis and improvement of data collection strategies across the group. Unifying processes to build a strong and robust database of guests and clients.
  • Contribute to the ongoing effort to reduce OTA business and convert guests to direct bookers.
  •  Work closely with the hotel digital marketing executives to build effective campaigns and engagement.
  • Create relevant dashboards to provide regular status, results with defined KPIs and updates on guest retention and loyalty including analysis by different segments and room types.
  • Understand the legal ramifications of collecting and storing data with a good knowledge of the data privacy law.
Your Profile:
  • Previous experience within a similar Management role
  • Candidates should ideally have experience within the Luxury Hospitality, Leisure or Travel industries and extensive knowledge of the latest trends in the London hotel and international travel scene 
  • A results-focused approach, with a proven record of generating revenue improvements
  • A proven track record of building loyalty and retention programs
  • Excellent numeracy, with strong analytical capabilities
  • A collaborative approach, combined with initiative and proactivity
  • A ruthless ability to prioritise high-impact projects and execute them to completion
  • A proven track record of building loyalty and retention programs
  • Educated to degree level or equivalent
  • Working Knowledge and experience of using Opera PMS would be an advantage
  • Exceptional communications skills is a must, including a fluent level of spoken and written English
Your benefits:
  • Competitive salary
  • Complimentary meals on duty in our colleague restaurant
  • Complimentary laundering of work attire
  • Extensive accommodation discounts including access to friends and family rates, not only in London but also at our sister properties in Paris and Amsterdam
  • Food & Beverage discounts in our restaurants and spa discounts in Akasha
  • Extensive training & development opportunities, including workshops and e-learning
  • Discount card for shopping and dining in the Regent Street area
  • Membership of group life assurance and pension schemes
  • Regular subsidised social and wellbeing events, such as yoga, kick-boxing, sushi making with our Laurent sushi chefs, pub quiz, back therapy, chiropody, Apple workshops and flower arranging with our in-house florists
  • Opportunity to be a part of one of London’s foremost 5* hotels – already a member of ‘Leading Hotels of the World – and part of the wider group of hotels, The Set
Your Hotel:

Offering exceptional hospitality since 1865, Hotel Café Royal is an iconic London landmark, showcasing a magnificent blend of elegant heritage with chic contemporary edge. This 5-star luxury hotel is a member of the ‘Leading Hotels of the World’ featuring 160 exquisite guestrooms, including 49 suites and 6 signature suites, as well a unique selection of bars and restaurants, including Laurent Tourondel’s eponymous Laurent Restaurant and Albert Adria’s Cakes & Bubbles. In addition, the hotel houses TripAdvisor’s #1 London spa, Akasha Holistic Wellbeing Centre. Situated at the centre of London’s West End where Regent Street meets Piccadilly Circus, Hotel Café Royal is perfectly positioned within walking distance of London’s finest shopping, attractions and theatres.

How to apply:

Please apply to Please ensure to send a cover letter (outlining your suitability for the vacancy) and a resume that is fully up to date and correct.

Unfortunately due to the volume of applications, we are unable to contact unsuccessful candidates.

  • The SET
  • Hotel Cafe Royal - London
  • Conservatorium - Amsterdam
  • Lutetia - Paris
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