Page 22 - #194 Oct/Nov 2024

Unscripted and EAST, Beijing, China The Middle House, Shanghai, China

Authentic Experiences

Swire Hotels launched back in 2008 and oversees a collection of urban hotels in Hong Kong, the Chinese
Mainland and the US. Here we speak with Toby Smith, Managing Director of the company to discuss the two
hotel brands, how they look for new properties and what their aspirations are in the future.

wire Hotels is a group of individual The brand has today evolved into that of a 2016 and has since proved to be a great
Shotel brands that set out to craft sophisticated yet relaxed premium lifestyle success, so expanding to New York and
extraordinary hospitality experiences brand with an authentic connection to its LA for example is something Swire Hotels
for its guests, doing this through its two communities. is looking ahead to. “The Upper House
The Upper House, Hong Kong
brands, The House Collective and EAST. “Looking forward, The House also has a big UK demographic and has
The House Collective includes The Upper Collective has exciting expansion plans, proved especially popular with the expat
House in Hong Kong, The Temple House both in China and across Asia. A House community in Hong Kong, so we would
in Chengdu and The Middle House in is due to open in the heart of Shenzhen love to bring something similar over to
Shanghai, whilst EAST has locations in Bay in 2027 followed by another in Xi’an London,” Smith comments.
EAST, Hong Kong
Hong Kong, Beijing and Miami. in 2028,” explains Toby Smith, Managing Swire Hotels was born in Hong Kong,
The House Collective is an award- Director of Swire Hotels. “Marking the which has an exceptionally diverse
winning group of highly individual luxury brand’s debut outside of China, in 2029 population, with a dynamic mix of cultures
houses made for seasoned travellers who The House Collective has plans to open that have influenced their approach to
seek a different, intimate and personalised a House in the historical city of Tokyo. hospitality. This is what the business is
experience. The three houses are each Furthermore, EAST Hotels have three looking for when on the hunt for new
uniquely imagined, all with their own story new properties in the pipeline, located properties. Individuality and diversity
to tell, reflecting the soul and aesthetics of in Australia, Japan and the Chinese are a huge part of Swire Hotels’ spirit,
the locale. Mainland.” so they are naturally drawn to cultural
On the other hand, EAST was envisioned Discussing new markets for the and cosmopolitan hubs like Shanghai,
as a playful “business playground” for company, Smith highlights that the UK Chengdu and Miami. The Temple House, Chengdu, China
travellers who want different, more and the US are major strategic locations, A major part of the company’s ethos
relaxed and more interesting options saying that their first outpost in the is sustainability. By next year, their goal is
compared to the typical business hotel. west was EAST Miami, which opened in to cut down on energy usage per guest a

EAST, Miami, US
guests, they are interested in them and
treat them as valued individuals. smith
OUR ADAPTABILITY comments that the modern traveller is
AND CONSISTENCY OF not interested in robotic service anymore
EXCELLENT SERVICE IS I and guests want charm and character and
BELIEVE ONE OF THE KEY
DRIVERS BEHIND OUR this is what they strive to provide across
SUCCESS. GUEST’S NEEDS their properties.
ARE EVER CHANGING AND IT “Our adaptability and consistency of
IS IMPERATIVE THAT WE KEEP excellent service is I believe one of the key
UP WITH CHANGING TIDES.” drivers behind our success. Guest’s needs
are ever changing and it is imperative that
our properties, we are working towards we keep up with changing tides,” Smith
reducing water intensity in all our mentions.
properties by eight per cent by 2025 and Swire Hotels has consistently set
12 per cent by 2030,” Smith highlights. itself apart in the hospitality industry
“Sustainable travel is becoming more through its commitment to its people.
and more important and it is imperative They encourage their team members to
night across all their properties by 19 per that brands adapt to this. We have an be themselves, to think differently and
cent and by 2030, reduce it even further array of sustainability initiatives at present deliver an unscripted style of service.
by 26 per cent. and will only be expanding on this in the Furthermore, both The House Collective
“Did you know that on average, a coming years to make sure our hotels and EAST Hotels celebrate originality and
person uses up to 100 litres of water per remain green.” independent spirit, which is at the heart of
day, sometimes even more during their The nature of the service Swire Hotels Swire Hotels.
travels? Hotels can play a significant role offers is unscripted, as they want to “We want our guests to associate
in water conservation and we would like engage with guests in a more natural way our two brands with individuality,
to be at the forefront of that change. and provide an extremely personalised sophisticated design and amazing service,”
Through tackling water efficiency at all service. Their staff pays attention to their Smith concludes.

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