The first hotel under the UrCove brand - created under the joint venture of Hyatt and BTG Homeinns Hotels Group - is due to open in October in Shanghai.
The UrCove brand targets business travellers in the upper-midscale market.
“Hyatt continues to strategically expand its brand presence in China, a rapid growth market that remains a priority for Hyatt,” said Stephen Ho, president of growth and operations, Asia Pacific, Hyatt.
“Together with BTG Homeinns Hotels Group, the UrCove brand strengthens Hyatt’s representation in the underserved upper-midscale segment, making the brand much more accessible for Chinese middle-class travellers. The customer base is large, attractive, and growing, and we are excited to continue enriching World of Hyatt members’ experiences with more unique stay options, now including the UrCove brand.”
Elton Sun, VP, Greater China, Hyatt, as well as the joint venture’s CEO, said: “UrCove hotels aim to provide a sanctuary for Chinese business travellers to relax their body and mind and rejuvenate themselves during their travel journey. Through its strengths in premium quality and exquisite design, the brand has earned the trust of our investors and developed competitive advantages during its short brand development time. The integration of the brand into both loyalty programmes and dual booking channels will provide a seamless and effortless experience to our guests.”