Eliot Sandiford has been appointed the role of regional director of public relations of The Set Hotels.

Sandiford joined the company in September 2016 as director of public relations for Hotel Café Royal in London.

He will take on the newly created role from January 2018 and will be responsible for the global public relations of The Set hotel’ properties.

These include Hotel Café Royal in London, Conservatorium in Amsterdam, and Lutetia, with the latter opening in Paris this year.

He will also over the internal and external communications for the luxury hotel group.

Sandiford will be based at Hotel Café Royal where he will continue to drive the public relations activity for the hotel in addition to his new role within the group.

He will support a communications team of three hotel-based PR professionals at each property, overseeing PR activities for each hotel.

Sandiford brings years of luxury experience to the role, having previously spent time in Asia leading the PR team for a group of family-owned properties across Bali, Jakarta, Hong Kong and Singapore.

Georgi Akirov, chairman of The Set hotels, commented: “I am delighted that we have been in a position to expand the remit of this role to a group-wide basis as it will play an important part in achieving our longer-term goals and growth objectives, as well as being a key driver in positioning The Set among its international competitors.”