Swire Hotels has launched yet another brand and named it, Chapter Hotels, a new British hotel brand that builds on the recent success of the company's openings in Beijing and Hong Kong.

The Opposite House in Beijing opened in August 2008 and has become one of the happening places in the local bar & restaurant scene. The Upper House and EAST in Hong Kong opened in October 2009 and January 2010 respectively.

Chapter Hotels are a collection of locally inspired hotels. In the heart of great English towns you'll find these relaxed, stylish places of indigenous character that invite and intrigue.

Each hotel has its own unmistakable personality, born from the local area and as individual as the talented architects, designers, artists, craftsmen and characters that have inspired them.

The first hotel for the group was The Montpellier Chapter which opened November last year.

The location of the Chapter Hotel in the heart of Cheltenham. Sophisticated, calm and contemporary, designed for those who seek to be part of the energy that defines the town's idiosyncratic spirit.

Interiors of soft colours and textures create a cool relaxed feel. Big, bold art adorns the walls. Neat touches, paperless check-in and iPod technology make things super easy.

A central courtyard. A lounge bar. And beautiful things appearing from our neighbourhood kitchen. (Source: Chapter Hotels website)