Swire Hotels has introduced Upper House, a unified global brand designed to amplify the group’s international presence. This move aligns with the company’s vision for growth and a new phase of expansion. The brand will unite its existing House Collective properties under a single identity, enhancing recognition and elevating the guest experience. With future developments and new locations on the horizon, Upper House is set to reshape the landscape of luxury hospitality.

A New Era for Travelers

For those seeking extraordinary and personalized experiences, Upper House offers more than just a place to stay—it provides a unique and deeply personal journey. The brand is rooted in the “Houses not Hotels” philosophy, ensuring that each property reflects the spirit and culture of its local environment. The focus is on creating unscripted, authentic stays that leave a lasting impression.

The introduction of Upper House aligns with the global demand for refined luxury, providing discerning travelers with the perfect balance of comfort and culture. The properties, though unified under the brand name, will remain distinct in their architecture, design, and offerings, ensuring every stay is a one-of-a-kind experience.

The Focus on Tourism

Upper House’s philosophy is designed to meet the evolving needs of tourists who crave more than the typical hotel stay. As the tourism industry continues to grow, there’s an increasing desire for personalized service, immersive cultural experiences, and seamless luxury. Upper House’s thoughtful approach to design, hospitality, and service speaks directly to these demands, offering a tailored experience that speaks to the heart of every traveler.

Whether visiting the Upper House in Hong Kong or the future locations in cities like Tokyo and Bangkok, guests will find more than just a bed—they will discover an extension of the local culture, brought to life through world-class amenities, exquisite culinary offerings, and a sense of belonging that goes beyond traditional hospitality.

Expanding Horizons: Upper House Residences

Looking ahead, Upper House will not only transform the hotel experience but will also redefine residential living. The debut of Upper House Residences in Bangkok in 2030 marks a significant milestone for the brand. This new venture will integrate luxury living with the same core values that Upper House is known for.

Upper House Residences will offer residents more than just a home; they will offer a lifestyle. The seamless integration of luxury services and exceptional amenities will ensure that each residence is an oasis of comfort and convenience, while the brand’s renowned hospitality will be available to enhance every aspect of life within the residences.

This expansion into residential living underscores the growing trend in the luxury sector: the demand for branded residences. These properties offer not just a place to live, but a high-quality experience backed by the trust of a globally recognized luxury brand.

Upper House: A Vision for the Future

Swire Hotels’ commitment to growth is clear with the unified brand, Upper House, poised for an exciting future. The brand is ready to bring its exceptional hospitality to new markets, continuing the legacy of The House Collective properties while setting a bold new direction for the company. From hotels to residences, Upper House aims to be a symbol of personalized, luxurious experiences for travelers and residents alike.

As Upper House grows internationally, its values will continue to resonate with tourists seeking authentic, culturally rich stays and an elevated approach to luxury. This shift marks the beginning of a new chapter for both the brand and the world of hospitality.

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