Expected to open in October 2020, first UrCove hotel in Shanghai will increase World of Hyatt's presence in China, bringing travelers a new opportunity in the upper-midscale market.
UrCove, a new hotel brand created under the joint venture of Hyatt and BTG Homeinns Hotels Group, will be largely based in China. The brand is specifically designed to meet Chinese travelers’ preferences for a seamless and efficient travel experience 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 travelers. 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."
The first property, UrCove Shanghai Jing’an is expected to open on October 1, 2020. The hotel will feature 265 rooms, a lobby bar, a restaurant, a fitness center and meeting rooms.
"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," said Elton Sun, Vice President of Greater China, Hyatt, as well as the joint venture’s CEO. "The integration of the brand into both loyalty programs and dual booking channels will provide a seamless and effortless experience to our guests."
In early 2019, Hyatt announced a new strategic joint venture with BTG Homeinns Hotel Group in China. The plan is to unveil hotels under the new brand across major cities like Beijing, Guangzhou, Shanghai, and Shenzhen, in the next five years.
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