Hyatt and BTG Homeinns Have Launched a New Hotel Brand, UrCove.

Main Photo: The new UrCove imagery

Date: June 2019

Location: Initially Shanghai & Beijing, China

Name: UrCove

No. of Keys: TBA

Who: BTG Homeinns Hotels Group is a well-known hotel group in China and consists of nearly 20 brand series and nearly 40 products with accommodation as its core. They operates about 3,900 hotels in more than 400 cities across the country, covering full range of hotel businesses, from Up-scale and Mid-scale to Resorts and Long-stay Apartments.

In April 2016, Homeinns Hotel Group merged with BTG Hotels Group and became a subsidiary of newly founded BTG Homeinns Hotels Group.

Designed for the upper mid-scale segment, the brand will specifically meet the needs of Chinese guests.

The pair expect to open the first two hotels in Shanghai and Beijing by late 2020. The properties will cater for the country’s growing band of road warriors and business travellers.

Announced at the China Hotels and Tourism (CHAT) conference today, UrCove, pronounced as “your cove”, is a metaphorical reference to having a safe harbour for a boat while on a journey at sea. The Chinese name Yifei (逸扉) also takes on the same concept of providing comfort, assurance and an overall feeling of being at home for travellers. The logo design of the UrCove brand uses a streamlined approach—the elegant C-shaped symbol references a bay as well as waves of the vast sea. The arching details within it echo UrCove hotels being the reliable shelter, as the brand aims to provide a cozy sanctuary for travellers to recharge with excellent quality and care backed by Hyatt.

“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 and cater to the high end travellers of every segment we serve,” 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 under-served upper-mid-scale segment, and we believe that this locally developed brand will advance our commitment to this important market.”

Data released by the Ministry of Culture and Tourism of The People’s Republic of China showed that domestic tourism revenue increased by 13% in 2018, bringing in a solid revenue of CNY 5.05 trillion. The growing middle-class population and a government policy to boost domestic consumption continues to ensure long-term growth for the travel and hospitality market.

“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 & chief executive officer 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.”

Located in highly accessible locations in gateway cities UrCove hotels will adopt best-in-class design. Functional business space and practical amenities will allow travellers to manage work tasks while exploring their host city with ease.

The first two UrCove hotels are expected to open in Shanghai and Beijing by late 2020.

THPT Comment: Great move for Hyatt to partner up with local Company – Homeinns. 4,000 hotels and we at THPT had not heard of them before! UrCove is an interesting name.

First Seen: Hyatt website

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