The Set Collection is expanding its Middle East presence with the arrival of four hotels from the Chedi brand, operated by Chedi Hospitality. This regional step-up involves properties that are already operating, spread across Saudi Arabia, the United Arab Emirates, Oman and Qatar.
Four addresses, four heritages
Chedi Hegra, in AlUla, occupies the first UNESCO World Heritage Site in Saudi Arabia. The hotel, where Mark Wouters took over as general manager in early 2026, is set within the Hegra archaeological site.
In Sharjah, Chedi Al Bait occupies the restored heritage quarter of Heart of Sharjah, in the heart of the city. Chedi Muscat, in Oman, offers a more intimate design close to the Al Hajar Mountains. Chedi Katara, in Doha, stands out for its striking contemporary seafront architecture.
According to the press release from The Set, each of these hotels offers a distinct expression of its territory, shaped by its environment, heritage and design.
Selective growth rather than mass roll-out
Robin Stangroom, chief executive of The Set, commented on the expansion. He said the group was delighted to be growing in the Middle East with a globally recognised brand that fits its philosophy perfectly, and proud to be working with hotels deeply rooted in their destinations that celebrate local culture, communities and heritage. That, he added, is exactly what makes each of these Chedi hotels exceptional.
The group, which had already added several private residences in Switzerland in recent months, favours one flagship property per destination over dense geographic coverage.
Chedi Hospitality, an operator expanding across the region
Chedi Hospitality, a subsidiary of the GHM group, is meanwhile pursuing its own expansion in the Middle East, notably through a recent partnership with JIH Global Investments in the Maldives. The arrival of four of its hotels in The Set’s collection strengthens the brand’s visibility among international guests drawn to independent luxury hospitality.
This convergence between an operator specialising in heritage-led design and a collection built on selectivity reflects a broader trend in the luxury segment, where local authenticity is becoming as decisive a differentiator as location itself.
At a glance by The Hospitality Tribune
The Set adds four Chedi hotels across the Middle East
New properties: Chedi Hegra (AlUla, Saudi Arabia), Chedi Al Bait (Sharjah, UAE), Chedi Muscat (Oman), Chedi Katara (Doha, Qatar)
Chedi Hegra sits within Saudi Arabia’s first UNESCO World Heritage Site
Operator: Chedi Hospitality, part of GHM Hotels
Strategy: one standout independent property per destination, not broad geographic coverage
Quote from Robin Stangroom, CEO of The Set
