The Set Names James Baker Director of Sales & Marketing, the Americas

Hotel Cafe Royal

Hotel portfolio The Set recently announced the appointment of James Baker to the position of director of sales and marketing, the Americas. Comprising The Set are the luxury hotels Hotel Café Royal in London, Conservatorium in Amsterdam and the Lutetia in Paris. The Set hopes that Bakers’ appointment will strengthen the brand’s presence in the Americas.

James Baker // Photo by The Set
Baker began his career in the hospitality arena over ten years ago at the Balmoral Hotel in Edinburgh. Since then, he has held positions at Brown’s Hotel in London, The Dorchester, Coworth Park, 45 Park Lane and the Peninsula New York. Before his appointment with The Set, Baker most recently served as the global director of leisure sales at Kempinski Hotels, which operate 75 hotels and residences in 30 countries. During his time there, he led the team by overseeing the travel industry and leisure segment of Kempinski and coordinated multiple annual U.S roadshows during his years there.

In his new role, Baker plans to develop and implement new sales and marketing plans for each of the three hotels in the collection. He will also be launching the first U.S. sales office for The Set in New York City, where he will be building a team over the coming year. In addition, Baker will be playing a key role in the launch of a loyalty program for guests and partners of The Set. 

Related Stories

Up Close with Stephen Alden of Set Hotels

Free Luxury Travel Newsletter

Like this story? Subscribe to The Dossier

Luxury Travel Advisor’s only newsletter, covering unique destinations and product news for affluent travelers. Delivered every Tuesday & Thursday.

Bar Scene: Parfums Givenchy-Inspired Cocktails at Hotel Café Royal

London Spa Break: Hotel Café Royal's Akasha Spa

New Royal Tea at London's Hotel Café Royal

Suggested Articles

In this new position, Giraudo is tasked with opening the ultra-luxury resort, the first of One &Only’s collection in Europe. Read more.

The company is dropping “Club Cruises” from its name as it partners with Cox & Kings, Micato and others on over 1,700 land program offerings. CEO Larry…

Summer is the best time to get a taste of London, literally. Here are some of our favorite foodie events to enjoy during the warmer months.