Published on October 18, 2025
Swire Hotels has unveiled Upper House, a revolutionary brand that is set to redefine luxury travel and residential living in a uniquely integrated manner. This initiative aligns perfectly with their vision for global expansion, uniting existing properties under a cohesive identity that enhances recognition and elevates guest experiences across the board. As they look towards future developments, Upper House promises to reshape the luxury hospitality landscape, merging glamour with local culture.
A New Era for Travelers
Travelers in search of extraordinary experiences will find that Upper House is more than just a place to stay; it’s an invitation to embark on a personal journey. Guided by the philosophy of “Houses not Hotels,” each property is a reflection of its local environment, imbued with unique spirit and character. This commitment to authenticity ensures that stays are not only comfortable but also profoundly memorable.
The need for refined luxury in travel is growing, and Upper House is poised to meet this demand by offering a seamless blend of culture and comfort. While unified under one brand name, each property will retain its distinct architectural style and design, ensuring a one-of-a-kind experience that honors the locality it inhabits.
The Focus on Tourism
As Upper House emerges, its philosophy is squarely aimed at meeting the evolving desires of today’s tourists—who seek more than traditional hotel offerings. Personal service, immersive cultural experiences, and luxurious convenience are paramount, and Upper House is designed to deliver precisely that. This curated approach to design and hospitality speaks directly to the hearts of discerning travelers, ensuring that every visit feels uniquely tailored to their needs.
Whether indulging in the Upper House in Hong Kong or exploring future locations in bustling cities like Tokyo and Bangkok, guests will discover more than just accommodations. They will uncover extensions of local culture, enriched by exquisite culinary offerings and world-class amenities, fostering an unprecedented sense of belonging.
Expanding Horizons: Upper House Residences
Ahead lies an exciting transformation as Upper House delves into redefining residential living. The anticipated launch of Upper House Residences in Bangkok, set for 2030, marks a pivotal evolution for the brand. This venture promises to intertwine luxury living with the very core values that Upper House exemplifies.
Upper House Residences will do more than provide living spaces; they will offer a vibrant lifestyle. Residents can expect an integration of luxury services and sophisticated amenities that convert every residence into a sanctuary of comfort. This commitment to exceptional hospitality will permeate every aspect of life within these residences, ensuring that each day is elevated.
This initiative not only enhances the luxury experience but also reflects a broader trend within the industry: the increasing demand for branded residences, where the assurance of quality and prestige becomes part of daily living.
Upper House: A Vision for the Future
The vision of Swire Hotels is clear and ambitious, with Upper House set to chart an exciting path forward. Their unified brand strategy is entrenched in a commitment to exceptional hospitality, ready to expand into new markets while preserving the rich legacy of The House Collective properties. From hotels to residential offerings, Upper House aims to become synonymous with personalized luxury experiences.
As the brand continues its international growth, it will maintain its alignment with values cherished by travelers seeking authentic, culturally rich stays. This evolution signifies not just a new chapter for Swire Hotels but a profound shift in how luxury hospitality may be experienced globally.