. Hyatt, BTG Homeinns unveil new hospitality brand | Meetings & Conventions Asia

Hyatt, BTG Homeinns unveil new hospitality brand

Hyatt and China-based BTG Homeinns Hotels Group has partnered on a new hospitality brand, that it unveiled last week.

The brand, named UrCove, will be positioned in the upper-midscale segment, the companies said in a release. It will be built to cater to Chinese travellers, offering a "seamless, comfortable and premium travel experience".

Business travellers will be the main target for the brand, catering to travellers who seek efficiency and comfort but have limited opportunities to make the most of their travel experience.

"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, and we believe that this locally developed brand will advance our commitment to this important market," said Stephen Ho, president of Greater China, global operations, Hyatt.

The properties will be located in key gateway cities, offering functional business space and practical amenities to manage work tasks while exploring host destinations. Its first properties will open doors in Shanghai and Beijing by late-2020.

"We are one step closer to fulfilling our commitment to elevate the business travel experience of the growing upper-midscale segment," said David Sun, general manager of BTG Homeinns Hotels Group, chairman & CEO of Homeinns Hotel Group.

"The UrCove brand is designed to better serve local consumers. By combining our extensive knowledge and vast network of the local market with Hyatt's experience in premium care and hospitality, we are on track towards setting a new benchmark for hospitality in China."

BTG Homeinns Hotels Group has nearly 20 brands and 40 products, mainly focused on accommodations. It operates about 3,900 hotels in more than 400 cities across the country through its hospitality arm, BTG Homeinns Hotels (Group) Co., Ltd..