Hyatt has unveiled a new brand in partnership with its China joint venture partner BTG Homeinns.
It announced the formation of UrCove, which will target the upper-midscale segment, which it says is underserved in China.
UrCove is an entirely homegrown hotel brand and is pronounced as ‘your cove.’
"As we commemorate our 50th year in Asia Pacific and Greater China region, we are committed to maximizing our core business to drive purposeful growth," said Stephen Ho, president of Greater China, global operations, Hyatt.
"Given China’s growing economic importance and the phenomenal growth of its middle-class segment, the UrCove brand strengthens our representation in the underserved upper-midscale segment."
The brand will cater to frequent business travelers with an eye on China’s growing middle class segment.
Hotels will be in gateway cities providing a base for both business and leisure experiences.
They will have functional business space and practical amenities as well as quality food and beverage programming, including group or business dinner options.
The first two UrCove hotels are slated to open in Shanghai and Beijing by late 2020.
