Innovating Asian Hospitality with Dean Winter, Managing Director for Upper House and EAST Hotels
Swire Hotels, a subsidiary of Swire Properties, operates two distinct brands: Upper House and EAST. In this Brand Insiders conversation, Managing Director Dean Winter explains how Swire's "thinking differently mindset" shows up in practical ways, from early paperless arrivals to technology that acts as "an enabler" rather than an interruption. He also highlights the company's people philosophy, built on trust, recovery when things go wrong, and an approach to service that avoids overly scripted formality.
Winter unpacks what "Houses, not hotels" means for Upper House, including hiring "based on attitude rather than ability," removing traditional reception rituals, and delivering personal touches that feel residential rather than generic. He describes a design process without conventional brand standards, allowing each property to reflect its neighbourhood and culture, and he shares how sustainability and provenance have become part of the brand story, including the Michelin Green Star recognition in Chengdu.
The conversation also explores EAST as a hotel for "alternative thinkers," where community programming and wellness play a central role, from local run clubs to unexpected pop ups. Looking ahead, Winter outlines Swire's development pipeline through 2027, 2028, and 2029, and explains why the company unified its house brand under the Upper House name, including opportunities in branded residences. He also shares where Swire is most intrigued to grow next, from Seoul and Japan to the longer term ambition of bringing Upper House to cities such as London.
Timeline:
0:00 Intro
1:07 Elevator pitch: Swire Hotels
2:09 What makes EAST and Upper House innovative
4:26 Guests and "lifestyle" segmentation
7:23 Why Hong Kong stands out
9:40 How Chinese travel has shifted
13:37 Upper House ethos: "Houses, not hotels"
17:41 Design philosophy
22:41 Restaurants strategy
28:23 Michelin Green Star explained
33:23 Does the Green Star drive demand
37:23 Rebrand and pipeline overview
45:13 EAST and "alternative thinkers"
51:47 EAST gyms and wellness
58:41 Future outlook to 2030 and beyond
1:00:45 Markets that intrigue
1:03:24 Closing remarks