Exclusive Perks
Room upgrades, daily breakfast, hotel credits and thoughtful extras at more than 2,500 luxury hotels.
The relationships behind every exceptional stay
Swiss-based and personal by nature, PrivateUpgrades connects members with exceptional hotels, preferred benefits and a team that thoughtfully coordinates every stay.
Our Story
Luxury hospitality, made more personal
Since 2001, PrivateUpgrades has brought together a hand-selected collection of luxury hotels and a deeply personal approach to service. Our members can see the rate, conditions and included benefits clearly before booking, while our experienced team remains available whenever personal assistance is needed.
The result is a more rewarding hotel stay: preferred recognition, thoughtful extras and the confidence of knowing that a real person is looking after the details.
Founded in
2001
80,000+
Satisfied members
Over
2,500
Handpicked properties
Behind Every Stay
Access built on relationships
Long-standing relationships with leading hotels allow our team to coordinate each stay personally – from your preferences before arrival to the thoughtful details awaiting you at the hotel.
Relationships, not algorithms
Human connections help create warmer recognition and more considered stays.
Everything shown before booking
The rate, cancellation terms and every included benefit are presented clearly.
A real team, available 24/7
Our travel designers are here for questions, preferences and requests around your stay.
The PrivateUpgrades Difference
More value, thoughtfully delivered
We believe in transforming ordinary hotel stays into extraordinary experiences.
Personalized Service
A real team is available around the clock to advise you and coordinate your preferences personally.
Members-Only Offers
Discover selected promotions, complimentary nights and added hotel value reserved for members.
Seamless Booking
Compare the rate, conditions and every included benefit clearly before you reserve.
Values and Mission
Personal by nature. Reliable by design.
Personal attention
Each stay is approached as an individual experience, not simply a transaction.
Trusted relationships
Hotel relationships and open communication form the foundation of our service.
Swiss reliability
Clear information and dependable support provide confidence before and during every stay.
A Note from Our Managing Director
Hospitality is remembered in the details
“The best hotel experiences feel effortless. Our role is to bring the right people together, communicate what matters and make every member feel genuinely expected.”
Guido Graf
Managing Director, PrivateUpgrades
The People Behind Your Stay
Meet the team
Our international team brings together member service, hotel operations, concierge expertise and technology – all with one shared standard of personal care.
Migi Dalida
Director Member Services
Sandy Begue
VIP Member Manager
Guido Graf
Managing Director
Jonathan Tan
Operations Coordinator
Ulrica Schmid
Chief Concierge Manager
Sarah Tosoc
Client Relations Manager
Clarisse Carullo
Client Relations Manager
Juris Penales
Partnership & Member Coordinator
Edison Panchi
Senior IT Architect
Hernan Villavicencio
IT Performance Manager
What our members say
Incredible stay at Raffles Bahrain. The hotel and staff were brilliant. Booked through PrivateUpgrades, and they more than delivered on every promise. Would highly recommend!
Garvin S.
Membership
Membership that grows with you
Begin with complimentary Classic Membership. Private Membership and Concierge service are extended by invitation.
Complimentary membership
Classic Membership
The easiest way to discover preferred hotel benefits and book exceptional stays.
- Access to 2,500+ luxury hotels
- Benefits shown before booking
- Support from our travel designer team
By invitation
Private Membership
An elevated level of recognition and more personal support for frequent members.
- Everything included in Classic Membership
- Enhanced VIP recognition
- A personal travel designer
By invitation
Concierge
Dedicated assistance for members who want support beyond their hotel reservation.
- Everything included in Private Membership
- Dedicated concierge advisor
- Personal assistance around the clock
Our Hotel Collection
Exceptional hotels around the world
Our collection includes celebrated independent hotels and leading luxury hospitality brands.
Your Next Stay
Feel expected from the very first stay
Complimentary membership opens the door to preferred hotel benefits, personal recognition and thoughtful support at exceptional hotels worldwide.